The proliferation of podcasts on TikTok faces uncertainty due to potential platform restrictions. TikTok has been praised as a way to discover podcasts, but viral creators report mixed success in tying engagement to actual downloads.
This photo taken in Moscow on October 12, 2021 shows the logo of Chinese social networking service TikTok on a smartphone screen. (Photo: Kirill Kudryavtsev/AFP via Getty Images)
Facing uncertainty amid potential bans
The conventional wisdom is that the best way to promote your podcast is through video content. This means sharing exciting snippets of episodes and hoping they spread on TikTok to attract younger viewers.
But even those who know TikTok well admit it's not always clear how engagement on TikTok translates to actual listeners. The future of TikTok's role in popularizing podcasts is currently uncertain.
The US House of Representatives recently passed a bill that would require ByteDance, the Chinese company behind TikTok, to sell the app or face a ban in the US. If the bill passes the Senate, it could change social media, but the impact on podcasting may be less obvious.
Major media platforms are incorporating TikTok into their marketing strategies, but success is often difficult. Celebrity interview shows aimed at Gen Z, such as Call Her Daddy and her The Really Good Podcast, are popular on her TikTok, but they are in the minority.
Interestingly, discussion of the potential impact of a TikTok ban on marketing strategy has been noticeably absent from internal deliberations at several prominent audio companies.
Also read: President Joe Biden 'will sign' TikTok ban if passed
Alex Goldmark, executive producer at Planet Money, says there is anecdotal evidence based on feedback received via email, comments and surveys that suggests TikTok can help boost podcast visibility and vice versa. doing.
Despite its success with TikTok, Goldmark remains wary of relying solely on the platform, emphasizing the need for adaptability, The Verge reported.
He points out that while some commentators are gaining traction with the TikTok algorithm, the conversion rate for viewers who click through to listen to shows off the platform remains relatively low.
Use TikTok for promotion
Gary Arndt, host of the popular history podcast Everything Everywhere Daily, has seen some of his commentators on TikTok gain traction, but analysis shows they've been kicked off the platform by viewers. The involvement in this has been shown to be minimal.
Despite tens of thousands of views, Arndt sees single-digit click-through rates every day, underscoring the platform's focus on user retention.
Arndt believes traditional marketing methods are more effective, such as buying promotions on similar shows and buying ads within podcast apps like Overcast and Castbox, which has led to a monthly revenue of 150. It has contributed to millions of downloads.
He emphasizes the importance of treating podcasts as media assets and highlights the limitations of relying solely on social media for promotion.
TikTok has proven to be influential for some podcasters, including Cristina Lumague of Espooky Tales and Historias Unknown. She has 215,000 followers, and her occasional viral posts have temporarily increased her weekly downloads by 2,000.
Lumague is targeting a younger audience and adapting to TikTok's style, and believes the platform is essential for distribution. Rumage has advocated against a potential ban, preferring written communication to phone calls and working through reposts and emails.
While some podcasters are turning to Instagram as an alternative, Lemargue points to the emphasis on polished visuals that he feels is lacking on Instagram. Even Arndt, who has a large following on Instagram, believes that podcast promotion is less effective than TikTok.
Related article: TikTok banned: US Congress approves bill by 50-0 vote after asking users to call representatives
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