2022 Proven Podcast Growth Strategies 🔥 #shorts

6 Sept 2022 · 1 min

Watch on YouTube

1:00

In this short, Eric Siu explains why podcasts outperform YouTube in audience retention—listeners often engage while multitasking, resulting in a flat, high retention curve on Apple Podcasts and Spotify. He then outlines concrete growth tactics: trading impressions with high‑traffic shows (e.g., a 500K impression swap with Jordan Harbinger’s 5‑6 million‑download‑per‑month podcast), leveraging cross‑promotion through podcast ad networks such as the HubSpot Podcast Network, and buying ad slots on popular podcasts like My First Million. Siu notes that top podcasters spend seven‑figure sums on promotion, emphasizing that while podcasting is the hardest channel to scale, it yields the greatest trust and long‑term audience value.

Chapters

Podcasting is great from a demographic standpoint, but also from a retention standpoint. Think about this. If people are watching a YouTube video, they're not likely to finish it. Like, I get ADD when I'm watching YouTube videos. Like, I start looking at my phone, I start doing other stuff. But with podcasting, you're usually doing something. You're working out, maybe you are doing your laundry or something like that. Your retention curve is actually a lot higher. So when we look at our Apple Podcast analytics or we look at Spotify, it's actually like a flat curve. So here's how you can actually grow a podcast. This seems like a duh statement, but right now we're doing a deal with Jordan Harbinger, who has a podcast with about 5 or 6 million downloads a month. We're trading him impressions right now. So we said, hey, we'll trade you 500K impressions and he'll do the same thing. And it makes a lot of sense to get onto other podcasts or buy ads on other podcasts. And there's actually a lot of ad networks that are forming right now, like podcast ad networks or just podcast networks. The HubSpot Podcast Network is a good example of this. They're all kind of cross-promoting each other. If any of you listen to My First Million, great podcast, and now we're starting to do the same thing. You can also buy ad slots too. I know Jordan spends like 7 figures a year just promoting his podcast. So hardest channel to grow, but the most rewarding from a retention standpoint because you're building trust at scale.