The Challenges and Strategies of Growing a Podcast Audience

The Challenges and Strategies of Growing a Podcast Audience

Introduction:

Growing a podcast audience can be a challenging task due to the unique nature of the medium. Unlike other forms of content, podcasts require a different approach to attract and retain listeners. In this article, we will explore the common points discussed in Jenny Hoyos' masterclass on viral video making and Shaan Puri's insights on finding true fans. We will also delve into the difficulties of podcast growth and the strategies to overcome them.

1. Novelty, Curiosity, and Uncertainty:

Both Jenny Hoyos and Shaan Puri emphasize the importance of novelty, curiosity, and uncertainty in attracting and engaging an audience. Novelty refers to presenting a new or unique experience that deviates from the norm. Curiosity is sparked when there is uncertainty about something, creating a desire to learn more. Incorporating these elements in podcast episodes can help captivate listeners and keep them coming back for more.

2. Leveraging Existing Audiences:

Steven Bartlett's story, as shared by Shaan Puri, highlights the power of leveraging existing audiences to promote a product or brand. Bartlett reached out to themed Instagram and Twitter accounts that had a large following among his target audience. By partnering with these accounts, he was able to promote his startup effectively on a limited budget. Podcasters can adopt a similar approach by collaborating with influencers, guest speakers, or other podcast hosts to tap into their existing fan base and expand their reach.

3. The Three Engines of Growth:

Shaan Puri explains the three engines of growth: viral, paid, and sticky. While podcasts may not benefit from viral or paid growth, they can still rely on the sticky engine of growth. This engine is fueled by creating a sticky and engaging experience for listeners, leading them to develop a strong bond with the podcast. Over time, these loyal listeners become advocates who voluntarily spread the word about the podcast to others.

4. The Challenges of Podcast Growth:

The slow growth of podcasts can be attributed to several factors. Firstly, podcasts lack the viral nature of other forms of content, as they are primarily a solo experience. Unlike music, which can be shared and played in social settings, podcasts are typically consumed individually. Additionally, the paid engine of growth is not effective for podcasts due to the difficulty in advertising and the low conversion rates. Finally, the lack of data in podcasting makes it challenging to identify and address issues or make data-driven decisions.

5. Strategies for Podcast Growth:

Despite the challenges, there are actionable strategies that podcasters can implement to foster growth. Firstly, creating a sticky and valuable experience for listeners is crucial. By consistently delivering high-quality content, engaging with the audience, and building a sense of community, podcasters can strengthen their relationship with listeners. Secondly, collaborations and partnerships with influential guests or other podcast hosts can help expand the reach of the podcast. Finally, actively seeking feedback from listeners and leveraging social media platforms can provide valuable insights and opportunities for growth.

Conclusion:

Growing a podcast audience requires a unique approach compared to other forms of content. By incorporating elements of novelty, curiosity, and uncertainty, podcasters can captivate their audience and keep them engaged. Leveraging existing audiences, understanding the engines of growth, and implementing effective strategies can help overcome the challenges of podcast growth. With dedication, patience, and a focus on delivering value, podcasters can steadily expand their audience and achieve long-term success.