A podcast or a video channel has a particular promotion problem: the thing you made is long, and the network wants short. Your job is to turn one long piece into several small invitations.
Give a taste, not a trailer
- Pick one moment from the episode that works alone: a story, a surprising fact, a disagreement.
- Make it understandable without the rest. Add subtitles, because most people watch with the sound off.
- End on a reason to want more, not on an advertisement.
One episode, several posts
- 1A short clip with subtitles.
- 2A quotation or a number as a plain image.
- 3A carousel with the main points.
- 4A text post with the one idea you would tell a friend.
Make the next step one tap
Put the episode link in your profile and change it when a new one comes out, or use a link-in-bio page that lists the latest. Say in the caption where to find it. Many people will not look for a link they have to hunt for.
Remember that listeners are people
- Ask a question each time and answer it in the next episode.
- Read and answer comments, and mention commenters by name on the show.
- Thank the people who share it.
Measure the right thing
Likes on a clip say little. Count how many people reach the episode from each post. A tracking tag on the link, as in our article on link tracking, tells you which clips really send listeners.
Watch your last clip as a stranger would. Would you know where to find the whole thing, and why you would want to?