Launched in 2016, TikTok quickly became a popular social media platform famous for its dances, funny clips, and various other short videos. Fast forward to today, it seems as if TikTok’s popularity is far from fizzling out.
TikTok is currently home to a staggering 1 billion active users, with the average number of video views reaching 1 million per day. The platform caters to a variety of audiences and topics, and is the perfect place for influencers and podcasters alike to grow their personal brands and listener bases.
So, is creating a TikTok account a good marketing move for your podcast? To put it bluntly - yes, but only if used well. And the reason we say that is because TikTok is a platform that thrives off a range of specific algorithms. In other words, there are many hoops to jump through if you want your content to perform well.
Don’t worry though, because in this article we’ve listed 10 expert tips to help you leverage the power of TikTok marketing to grow your show and reach new audiences. Let’s get started.
Why Use TikTok to Promote Your Podcast?
Despite being a video-dominated platform, TikTok users are increasingly consuming audio-centric content, including podcast clips and discussions. By leveraging the platform's diverse user base and engagement tools, podcasters can amplify their reach and entice a new wave of listeners.
Its powerful, discovery-focused feed sets TikTok apart from other social platforms. It operates on a hyper-targeted algorithm that tailors content to each user's interests, making it ideal for reaching both niche and mainstream audiences. TikTok also has one of the highest engagement rates of all the social media platforms.
TikTok’s unique ability to centralise discovery and listenership is a goldmine for podcasters. Audio clips from podcasts can and do go viral, so it’s got the potential to draw in swarms of new listeners and boost your show's visibility significantly.
How to Master the TikTok Hook
Before diving into how to promote your podcast on TikTok, there's a fundamental concept you must master - the TikTok Hook.
The TikTok hook is the first 1-3 seconds of your video. This crucial and albeit small window is designed to grab the attention of scrollers instantly. Whether you use intriguing on-screen text, an irresistible audio cue, or a compelling visual movement, a successful hook is designed to stop a user mid-scroll and captivate their interest. It's that spark that lures in your audience and convinces them to stick around for the rest of your content.
Understanding and crafting effective hooks is a crucial part of your TikTok content strategy. After all, if you don't catch a viewer's attention within those first few seconds, they'll keep scrolling. And this means they’ll miss out on the great content you have to offer. So, as you navigate through the rest of this guide, keep the concept of the TikTok hook in mind.
10 Great Ways to Promote Your Podcast on TikTok
Now we’ve convinced you to set up a TikTok account for your podcast, it’s important to note that using TikTok to promote your podcast requires a strategic action plan. So, here are 10 methods to help you maximise your reach on the platform, draw in new listeners, and create a new sense of community around your show.
1. Craft a Strong TikTok Brand
First impressions matter. And on TikTok, your profile is often the first point of contact for potential listeners. It’s crucial to ensure your account reflects your podcast's identity. Choose a username linked to your podcast (not a personal one) and write a clear, engaging description of your show. Be aware you’ll only be able to add a clickable link to your TikTok bio once you’ve reached 1,000 followers, so make sure you start strong and be consistent.
Speaking of consistency, this is the key to mastering TikTok. Your content doesn’t need to be aesthetically pleasing. However, you do need to constantly create and post new content. Aim to post at least once daily, if not twice or three times a day - at least in the beginning to get started.
The algorithm rewards regular posting, and you'll notice your content gaining more visibility over time. Patience is paramount. It takes time for the algorithm to recognise your consistent effort and for your audience to grow.
2. Select the Right Account Type When You Sign Up
Choosing the right type of account on TikTok largely depends on your needs and goals. A Personal Account is ideal for content creators, influencers, and public figures, and offers a platform to showcase individuality and creativity.
A Business Account on the other hand is designed for brands and organisations of all sizes. It features additional tools like an email button, access to TikTok Ads Manager, and a commercial music library. If you want to take advantage of TikTok's in-depth targeting in terms of advertising, then a business account is the way to go.
Regardless of the type you opt for, both Personal and Business Accounts grant access to features like Analytics, Q&A, and Creator Playlist. And don’t worry, TikTok allows for easy transitioning between the two account types if you change your mind.
3. Utilise TikTok SEO
Search engine optimisation isn't just for Google. Because like any other search engine, TikTok's search function is driven by keywords and phrases. As a podcaster, you can harness this power to make your content more discoverable.
Start by understanding your audience and the terms they might use to search for content related to your podcast. These might be generic terms associated with your show’s theme, or more specific keywords related to individual episodes or guest speakers. Experiment with these keywords in your video descriptions and hashtags to see what resonates with your audience.
4. Shoot Behind-The-Scenes Content
People love a glimpse of what goes on behind the scenes. So recording this content creates a sense of authenticity and allows your audience to connect with you on a deeper level. For podcasters, there's a treasure trove of behind-the-scenes content you can share with your TikTok audience.
You can start by showcasing your podcast recording setup, for example. This might seem mundane to you, but to an avid listener, it’s a fascinating insight into where their favourite podcast comes to life. You can share clips of the recording process, talk about the equipment you use, or even share some fun bloopers. These snippets give your audience a taste of the real you beyond the polished podcast episodes.
5. Tease Your Upcoming Podcast Content
The art of suspense is an age-old trick in the book that still works wonders today, and TikTok is the perfect platform to leverage this. Stir curiosity by dropping teasers of your upcoming podcast episodes. These could be captivating quotes, a sneak peek at a topic, or a short introduction of an upcoming guest.
Just as movie trailers pique interest and create buzz for the film, your podcast teasers can do the same. But don't just stop at audio snippets. Consider using captivating visuals and text overlays to reinforce your message and capture viewer attention. This creates a sense of anticipation that can drive your TikTok followers to your podcast, eagerly waiting for your next episode.
6. Engage With Your Audience
Engagement on TikTok goes far beyond the occasional like or comment. It's about fostering a sense of community and generating meaningful interactions with your audience.
A great way to engage with your audience is through the comments section. Viewers often leave comments on videos, and responding to these comments can help you establish a connection. But don't limit your response to text. You can create video replies to their comments or questions, making your interaction more personal and authentic.
Going live on TikTok offers another opportunity for engagement. During your live sessions, you can discuss topics related to your podcast, answer questions, or just have a casual conversation with your viewers. This type of direct engagement humanises you as a podcaster and gives your audience a sense of ownership and belonging.
7. Share Your Day in the Life
The story behind the podcast can often be as intriguing as the podcast itself. By showing your followers what a day in your life as a podcaster looks like, you humanise your content and create an authentic connection with your audience. Share clips of your daily routine, from researching and scripting to recording and editing.
Let them see the highs, the lows, and everything in between (within reason, of course). This transparency enriches your audience's understanding of your podcasting process and makes them feel part of your journey. Remember, people are naturally drawn to stories and experiences - by sharing yours, you’ll give your audience one more reason to listen to your podcast.
8. Use the GreenScreen Feature
GreenScreen is one of the most versatile features on TikTok. It enables you to overlay different images, videos, or statistics onto your TikTok videos, allowing you to add a visual element that can make your content more engaging.
For instance, while discussing a topic from your podcast, you can use the GreenScreen feature to show relevant images or clips that provide additional context. Or, if you're discussing data or statistics, you can show these visually for more impact.
The more immersive and visually appealing your content is, the more likely it will attract viewers and prompt them to explore your podcast further. So, don't shy away from using features like GreenScreen to enhance the storytelling in your TikTok content.
9. Try Duetting or Stitching Videos
Another unique feature of TikTok that can be leveraged to promote your podcast is the Duet or Stitch function. These allow you to react, respond, or add a complementary perspective to a video that’s already been posted by another account. Both features can be used to add your insights or perspectives on topics related to your podcast, providing a nuanced layer to the conversation and reinforcing your authority within your niche.
Learn how to use TikTok’s Duet feature using the video below:
Learn how to use TikTok’s Stitch feature using the video below:
10. Jump on Trends & Viral Sounds
TikTok is known for its dynamic and evolving trends. And they’re often centered around popular songs, sounds, or hashtags. The trick here is to find a trend that can be adapted to match your podcast's theme or content. Remember, authenticity is key. So rather than forcing a connection with a trend, look for ones that naturally align with your show.
Trending on TikTok can rapidly increase your visibility, so staying updated on the latest trends and capitalising on them can substantially boost your podcast. However, always ensure your trend-based content delivers value and aligns with your podcast's identity and purpose.
Final Thoughts: Promoting Your Podcast on TikTok
Harnessing the power of TikTok to promote your podcast can be a game-changer - from expanding your listener base to fostering a more engaged community. As a dynamic platform, TikTok offers diverse strategies to help you enhance your reach, from leveraging SEO and audience engagement to tapping into trends and creating exclusive behind-the-scenes content.
The key is to remain authentic, creative, and consistent. Treat TikTok not just as a promotional tool, but as a platform to connect and interact with your listeners.