Getting people to hear your podcast takes more than just hitting publish. You need to show up where your audience is, start conversations, and give them a reason to stick around.
That’s where social media comes in. Done right, it helps you stay visible, build trust, and turn your listeners into a real community. This guide will show you how to use it in a way that feels clear, sustainable, and aligned with your podcast, not like a second full-time job.
Using social media to grow your show as a podcast host
You pour your heart and soul into creating amazing episodes — thoughtful interviews, great sound, helpful insights. But after all that work, it’s easy to overlook the marketing. And yet, it’s one of the most critical pieces of the puzzle.
Marketing can take many forms, from your podcast website to email newsletters, but social media is often the most practical and accessible place to start. As of early 2025, over 5 billion people worldwide are actively using social platforms, providing you with a vast pool of potential listeners and offering your current audience a simple way to talk with you and with each other.
The best part? You do not need to be a creator. You just need to show up consistently. Social media works best as a long game — showing up regularly, and giving people small, shareable moments. And if you're not comfortable on camera, that's okay too. You can use voiceovers, audiograms, quote graphics, or behind-the-scenes photos.
The point is that in today’s day and age, as a podcaster, you can’t afford not to be on social media. And yes, it can feel daunting, but it doesn’t have to be. And that’s why this guide exists: to help you utilize social media to promote your episodes and expand your audience. So let’s get to it.
How to promote episodes and grow your audience
1. Start by choosing your platforms
You don’t need to be on every platform, but you do need to be on the right one. Think about your audience: where do they actually spend their time online?
🎙️Podcasting tip: This is where your listener profile comes in handy. If you haven’t created one yet, you can learn how here: A Step-By-Step Guide to Defining Your Podcast Audience.
For example, if your podcast targets a younger audience, Instagram or TikTok might be a better fit. In the U.S., according to Backlinko, 76% of people aged 18 to 24 use Instagram, followed by 57% of those aged 25 to 30. If you’re trying to reach professionals or B2B listeners, LinkedIn is the platform where business-focused content performs best. And if your audience skews older, say 50 and up, Facebook may give you more traction.
Once you choose your platforms, be intentional with your social media handle and bio. Use keywords so people can find you when they’re searching for your niche. Then use your bio to clearly explain what your podcast is about and what kind of content you share.
Keep it short, specific, and add a CTA (example: listen to new episodes here 👇). Don’t forget to include a link. Tools like Linktree or Beacons let you share multiple links, like your latest episode, newsletter, merch, and more, all from one place. For more advanced features, such as selling digital products or offering downloads, Stan Store is a great option.
2. Plan out your content
Before you start posting, take the time to plan the kind of content you want to create. Look at what’s working for other creators, but be smart about it. Remember that big podcasters can post raw interview clips because their audience already knows them. The content doesn’t need context — the name carries it.
If you’re still growing, your content has to do more. It needs to catch attention, build a connection, and give people a reason to care. Why should they follow you? That’s why variety matters. Yes, share clips from your episodes, but what else can you post to stay top of mind?
Here are a few content pillar ideas to get you started:
- Episode teasers or highlight clips
- Personal insights or lessons learned from hosting
- Quotes or takeaways turned into shareable graphics
- Listener shoutouts, reviews, or DMs
- Behind the scenes of your podcasting process
3. Create a content strategy
Once you’ve defined your content pillars, it’s time to get specific. How often will you post? What topics will you cover? Do you need to write scripts or prep captions in advance?
Putting all of this into a simple plan keeps you consistent and eliminates the guesswork from content creation. Your strategy doesn’t need to be complicated — it just needs to be clear enough that you can stick to it.
4. Batch content
Batching refers to creating multiple pieces of content in one focused session, rather than creating and posting them individually day by day. This approach saves time, reduces stress, and helps you stay consistent, especially when you’re juggling podcast production, guest coordination, and everything else. Batching also gives you space to think ahead, try new ideas, and keep your social media from becoming an afterthought.
🎙️Podcasting tip: Context switching happens when you jump between different types of tasks. Each shift forces your brain to refocus, which drains energy and slows you down. Instead, batch similar tasks together. Write all your captions at once or record all your videos in one go. You’ll stay in flow and finish faster.
5. Schedule it out
Once your content is ready, schedule it. This keeps you consistent without having to post in real time. You can use paid tools like Later, Buffer, or Metricool, or take advantage of built-in schedulers on platforms like TikTok, Instagram, Facebook, and YouTube.
🎙️Podcasting tip: If you’re creating Reels or short clips, don’t post them in just one place. The same video can be shared on TikTok, Instagram, Facebook, and YouTube Shorts. Use a scheduling tool like Later to streamline cross-posting and save time. You can customize captions, hashtags, or post timing for each platform, but the core content stays the same.
6. Don’t post and forget
Scheduling makes life easier, but social media still rewards real interaction. After your post goes live, take a moment to check in. Reply to comments, answer DMs, and engage with other accounts. That back-and-forth builds trust and keeps your content visible.
🎙️Podcasting tip: Don’t skip video replies. Responding to comments with a quick video is an easy way to connect with your community, and it doubles as fresh content.
7. Take the time to look at your analytics
Last but not least, pay attention to what’s actually working. Most platforms offer free insights, including views, reach, shares, saves, and more. Look at which posts get the most engagement, what formats perform best, and when your audience is most active.
This helps you make smarter decisions moving forward, so you're not just posting and hoping. You’re learning what connects and doubling down on it.
Bonus: Ideas to promote your podcast episodes
Ready to start posting but still stuck on ideas? Here are tried‑and‑tested ways to promote each episode and keep your show growing.
- Build anticipation with countdowns: Use Instagram Stories or TikTok to share countdown stickers, teaser clips, or hints about your guest or topic.
- Post a strong hook clip: Grab a compelling quote or moment from your episode and post it as a Reel, TikTok, or YouTube Short. Make sure the first 3 seconds grab attention.
- Tag your guest and their audience: Share the episode with your guest, tag them in all your posts, and encourage them to reshare. This instantly expands your reach.
- Turn your episode into a LinkedIn thread: Break down your key takeaways into 4–6 bullet points or insights, and end with a link to listen.
- Share behind‑the‑scenes content: Post a quick video of your recording setup, bloopers, or prepping questions — people love the raw, human side.
- Clip multiple short moments: One episode can be broken down into 5–10 clips. Tools like Descript, Opus, or Riverside make this easy.
- Create quote graphics or carousels: Pull out the best lines from your episode and turn them into shareable visuals using Canva or Adobe Express.
- Post a poll, quiz, or question box: Use Instagram or YouTube polls to start a conversation related to your episode. Keep it light and interactive.
- Feature a listener reaction: Screenshot a DM, comment, or review and share it as a Story or post. It’s simple social proof that builds momentum.
- Run a giveaway tied to the episode: Ask listeners to share the episode, tag a friend, or answer a question in the comments for a chance to win a small prize or get a shoutout.
- Hop on a TikTok or Instagram trend: Use a trending sound or format to share a moment from your episode or react to a popular topic. Trends give your content a visibility boost and let your personality shine.
6 tips on building a community on social media
Now that you have the basics, let’s take it a step further. Here are six tips on engaging your followers and creating a loyal community around your podcast on social media.
1. Give your audience a name
Giving your listeners a name creates a shared identity and helps foster a sense of belonging. It turns your audience into a community. The Armchair Expert Podcast calls their fans “Armcherries.” Jenna Kutcher’s Goal Digger Podcast speaks directly to her “Goal Diggers.” It’s simple yet powerful, making it easier for fans to discuss the show, engage with one another, and feel like they’re part of something.
If your podcast has a clear theme or tone, play off that. The name doesn’t have to be clever — just personal.
2. Bring listeners into the process
Involving your audience in the creation of the show makes them feel like collaborators, not just consumers. You can ask them to vote on episode topics, submit questions for upcoming guests, or even share voice notes to be featured on the show.
The Diary of a CEO regularly sources questions and feedback through Instagram and email, while The Lazy Genius Podcast often builds episodes around real listener-submitted problems.
3. Host live Q&As or casual hangouts
Going live lets your listeners connect with you in real time. Whether it’s a casual Q&A on Instagram or a live episode in a Facebook group, showing up live makes your audience feel seen and valued. A great example is Making Sense with Sam Harris. He hosts special live podcast events, sometimes exclusively for subscribers, where listeners can ask questions, take polls, and participate in the discussion as it unfolds
You don’t need a huge audience to start. Go live occasionally, respond directly, and let people see the person behind the voice.
4. Celebrate your listeners
Use your social platforms to spotlight the people who support your show. Repost listener Stories with a thank-you sticker. Share screenshots of thoughtful DMs or reviews in a carousel post. Create a “listener of the week” highlight.
Tag fans who ask great questions or spark a good conversation in the comments. These shoutouts take just a minute but make your audience feel valued and more likely to stay engaged.
5. Offer exclusive content or perks
Reward your followers with access to content they won’t find anywhere else. You can use Instagram’s Close Friends feature to share behind-the-scenes clips or episode teasers. Set up a Broadcast Channel to drop voice notes, exclusive updates, or early access links — only followers can join. Run contests or giveaways tied to your episodes, like asking followers to comment with their favorite moment for a chance to win merch or a shoutout. A
The key is to make listeners feel like they’re part of something, not just tuning in, but getting special access just for showing up.
6. Tap into other communities
A great way to grow your podcast community is by showing up where similar audiences already gather — partner with other creators in your niche for Instagram Lives, TikTok collaborations, or Story takeovers. You can also reshare each other's content, co-host Q&As, or create duets and stitches that link your audiences together.
Look for accounts, whether other podcasters, influencers, or small brands, that share your vibe or topic. When your content appears on their feed, you instantly get in front of people who are more likely to follow, listen, and stick around.
Looking to connect with the right hosts or guests? Matchmaker.com is a great platform that helps podcasters and guests find each other based on topic, tone, and audience, so every conversation (and collaboration) makes sense.
Bonus tip: Create a Facebook community
Finally, nothing else screams community building like a Facebook group. It gives your listeners a space to connect, ask questions, and keep the conversation going between episodes.
Start with a strong title and description. Don’t forget to add clear keywords as they will help people find your group when they search on Facebook. Add intro questions to screen new members and understand why they’re joining. Then, once they’re inside, make it a place worth staying. Share updates, ask for opinions, and keep the energy going.
Be prepared, because you’ll probably be the only one posting for a while. It will feel like you’re talking to yourself. That’s normal. Keep going. Use the scheduling tool to plan content in advance and give yourself some breathing room.
Most important? When people do start commenting, show up. Reply. React. Moderate. A Facebook group is not “set it and forget it.” But if you stick with it, it becomes one of the most powerful ways to build a community around your podcast.
The #1 Key to Succeeding on Social Media
If you take one thing away from this guide, let it be this: consistency is everything. Social media success doesn’t come from one viral post or a single clever idea. It comes from showing up again and again with content that fits the platform and speaks to your audience.
That doesn’t mean posting every day for the sake of it. It means having a plan, understanding what resonates, and building trust over time. Keep showing up. Keep testing. Keep refining. The podcasters who grow are the ones who stay in it — consistently, intentionally, and with a clear sense of purpose.
Because when you treat social media as an extension of your podcast, not just a place to promote, but a space to connect, you build more than just visibility. You create a loyal community that keeps coming back.
