How to Use Social Media to Grow Your Podcast Audience (Without Overwhelm!)

If you’re a podcaster, you already know that creating great content is only half the battle.

The other half? Getting people to actually listen. Social media is one of the most powerful tools you have to grow your podcast, but managing it can feel like a full-time job in itself. Between creating content, writing captions, scheduling posts, and engaging with your audience, it's easy to get overwhelmed.

The good news is that with a few strategic tweaks—and a manageable plan—you can boost your podcast's social media presence without losing your mind.

TL;DR How to Use Social Media to Grow Your Podcast Audience

✅ Use the social media platforms that work best (you don’t need to use allll of them)

✅ Your goal should be to create content that not only promotes your episodes but also builds a relationship with your audience

✅ One of the most common mistakes podcasters make on social media is only posting about their episodes

✅ Consistency is key to building a strong social media presence, build a content workflow that works for you

Why Social Media Matters for Your Podcast

First things first—why should podcasters even care about social media? Can’t you just focus on making great episodes and hope that people find you?

In short, no.

Here’s the reality: social media is one of the most effective ways to attract and engage with your ideal audience. Think of your podcast as your product, and social media as the marketing tool that helps you share that product with the world. By building a presence on the right platforms, you can not only increase your visibility but also create a community of loyal listeners who are eager to hit that "subscribe" button after seeing your posts.

3 Popular Social Media Platforms For Podcasters 

While there are a ton of social media platforms out there, not all of them are the best fit for podcasts. Here’s a quick rundown of the three that I’ve seen work wonders for podcasters:

1. Instagram
   Instagram is a powerhouse when it comes to podcast promotion. With its visual appeal, it’s perfect for sharing video clips, behind-the-scenes content, episode teasers, and quotes from your show. Plus, Instagram Stories are a great way to build a more personal connection with your audience (hello, engagement!).
   💡Pro Tip: Use your podcast audio clips and add some behind the scenes or b-roll footage. These short, visually appealing snippets are a great way to hook your audience with a teaser of your latest episode. [p.s. check out these 5 Instagram story ideas to promote your podcast!]

2. Threads
   If you’re into real-time conversations, Threads is where it’s at. It’s great for interacting with listeners, engaging in relevant conversations, and even connecting with potential guests. Plus, threads are perfect for breaking down episode highlights or key takeaways in a digestible way.
   💡Pro Tip: Pin your latest episode as your top thread so new visitors can find it instantly.

3. TikTok
   TikTok may not seem like the obvious choice for podcasters, but trust me—it’s a goldmine for building a community, especially if you’re targeting a younger audience. Short-form video content is where it's at, and you can use TikTok to create fun, bite-sized clips that show off your personality and highlight the best moments from your episodes.
   💡Pro Tip: Don’t be afraid to have fun! Create light-hearted, engaging videos that give your audience a feel for your vibe, whether through episode highlights or content related to your niche.

Social Media Content Ideas for Podcasters

So, what should you post? As a podcast, your goal should be to create content that not only promotes your episodes but also builds a relationship with your audience. Here are a few ideas to get you started:

• Audiograms & Video Clips: These are perfect for giving your followers a taste of what your episodes are all about.

• Behind-the-Scenes: Share photos or videos of your recording setup or the creative process to build connection.

• Guest Highlights: If you feature guests, post clips or quotes that tease their episode. (Pro Tip: Add your guest as a collaborator on your IG posts so it share to their feed too!)

• Episode Recaps: Not everyone has time to listen to an entire episode, so give them the highlights in a bite-sized format.

• Polls & Questions: Engagement is key! Use polls or question stickers (on Instagram) to get feedback on past episodes or ask for ideas for future ones.

The Biggest Social Media Mistake Podcasters Make (And How to Avoid It)

One of the most common mistakes podcasters make on social media is only posting about their episodes. While it’s important to promote your content, your social media shouldn’t just be a constant stream of “New Episode!” posts. To grow your audience, you need to build a genuine connection with your followers.

Instead of focusing solely on promoting your podcast, try to create a balanced mix of content that includes:

• Engagement posts (polls, questions, and shout-outs to your community)

• Educational or entertaining content (depending on your podcast’s niche)

• Personal stories (helping your audience connect with you as a person)

How to Stay Consistent Without Burning Out

Consistency is key to building a strong social media presence, but let’s be honest: it’s a lot of work. If you’re finding it difficult to juggle social media on top of producing your podcast, you’re not alone.

That’s where having a plan comes in. Here’s how you can simplify your social media workflow:

1. Batch Your Content
   Set aside an hour or two one day a week to create all of your social media content for the upcoming week. Whether it’s audiograms, quotes, or behind-the-scenes shots, batching content is a huge time-saver.

2. Use Scheduling Tools
   Instead of posting manually every day, use tools like Later, Buffer, or Hootsuite to schedule your posts in advance. Trust me, it’s a game-changer.

3. Repurpose Your Podcast Content
   Don’t reinvent the wheel. Use snippets of your podcast for social media posts. Audiograms, quotes, or even summarizing the key points of an episode in a short post can give you plenty of material without extra work.

Need Help Managing Your Podcast’s Social Media?

If all of this still sounds like a lot, don’t worry—you don’t have to do it alone. The Social Hive is a Canva template and social media resource membership for podcasts. Inside you’ll find templates for your posts and captions to make creating social media content easier! But it’s not just Canva templates, there’s also social media challenges, a Notion planner, a place to as questions and a place to brag about your amazing podcast!

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Hey there 👋 Nice to virtually meet you! I’m Chelsea, social media and podcast enthusiast. I’d love to get to know you better, so here are a few ways we can stay connected:

🪩 If you’re a DIY type who wants to make the most of your social media, The Social Hive is for you

💌 If you want a weekly dose of social media tips & fun stories, then my newsletter is for you

📱 If you’re just hanging out on Instagram, you can find me at Honey Bee Social and The Social Hive