We get a lot of questions about podcasts, from fans and makers alike. We’re all about being transparent and talking about the nitty gritty, so here are some frequently asked questions we get, including tips on best hosting practices, growth marketing, SEO optimization, and what’s trending in 2021. Whether you’re a new listener or emerging producer, here are some answers to your burning questions.

Questions Podcasters are Asking:

How do I get people to listen to my podcast?

Alright, you did it. You came up with an idea, you got the equipment, recorded it, edited it, added music, and put it on platforms. Phew. Now what? You need listeners.

You’re fighting for attention with two MILLION shows (roughly 48 million episodes). That’s a lot of podcasts. You need to consider the big question from someone scrolling through Apple Podcasts or Spotify: Why should I care about your podcast?

Your show should tap into something that your listener needs, whether that’s information, entertainment, escape, or education. How can your podcast improve a listener’s life? That’s something you should keep in mind as you produce and market your show.

Good old fashioned marketing will help you find listeners.

Your email list is your friend! So are your social feeds — personal and business. If you interview guests on your show, ask them to promote it through Twitter, Instagram, Facebook, TikTok, LinkedIn — whatever they use. Heck, you can even write the Tweet for them. If you’re launching a new show, don’t be afraid to ask family and friends to listen and share it on their socials as well.

Why do people unsubscribe to podcasts?

In my personal experience, I’ve unsubscribed from podcasts for a variety of reasons: I got what I needed out of it; they stopped uploading new episodes; their guests no longer interested me; or even because I ran out of space on my phone. It’s up to you as a producer to create content that is engaging and clickable on a regular schedule, whether it’s weekly, bi-weekly, or monthly.

Should I put my podcast on YouTube?

Yes! I do think it’s worth putting your podcast episode on YouTube. It’s a completely different audience reach, there are literally billions of users, and the algorithm works differently than Apple or Spotify.

With two billion users worldwide, the users are there, and they’re looking for podcasts. A 2019 study from Futuri Media and the University of Florida found that 43 percent of monthly podcast listeners went to YouTube for podcasts in the past year.

Many experts are forecasting that YouTube will become the next podcasting giant. It can’t hurt to diversify the platforms you upload to and try to engage a new audience (but don’t be surprised if you don’t see an influx of view counts overnight).

Do podcasts pay guests?

Typically, guests aren’t paid to appear on podcasts, unless the podcast is branded or commercially produced. But, it could be beneficial for the guest to appear in indirect ways. They could reach a wider audience, or they may be featured on the podcasts’ social feeds. They could use the opportunity to promote a new book, TV show, movie, business, or their own podcast. They could use it as media training in anticipation of larger opportunities down the line.

Even if guests aren’t paid, there are other ways to be a generous host or producer: log in to the interview early and research the guest in advance. It shows that you are well prepared and respectful of their time. After the episode airs, promote it on social media and get the word out. A simple thank you note can go a long way.

How to optimize your podcast for search engines

Think carefully about your podcast title and SEO. Sarah Stockdale, host of The Growth Effect, SEO genius, and CEO of Growclass, told us that a growth marketer would strategically craft the podcast idea around the potential demographic first, always keeping a target audience in mind (of course, this idea only applies to brand new shows).

Keyword research is a great way to figure out what audience growth could look like. Find out what people are searching for using tools like Answerthepublic.com, Keywords Everywhere, Google Keyword Planner, and of course, in all the podcast platforms. Type in some keywords and see what comes up underneath — research can be that simple.

Optimize episode titles and descriptions

If you have an existing show with a name already set in stone, turn your attention to episode titles and descriptions. Poll your friends with multiple options (i.e. ‘Which title would you be more likely to click on?’). Here’s a great guide on effective and strategic ways to write titles and descriptions.

Don’t overlook transcriptions — not only does this make your podcast more accessible and user-friendly, it also helps with SEO.

What are the latest trends in podcasting?

The podcast industry continues to grow and change. Here are some fast facts:

Most listeners don’t mind podcast ads, and they don’t skip them, according to a new study from NPR and Edison Research. Nearly half of radio listeners overall agreed that listening to ads is a fair tradeoff to consume free content.
Listeners in Canada are young (18 to 34), educated (university degree or higher) and affluent (households with more than $100k income). A demographic that advertisers love, by the way. Given this demographic, many listeners want to be inspired, to learn, and to gain valuable information.
Typically, people listen to podcasts for entertainment and learning. But now, probably due to the global pandemic, more listeners are turning to podcasts to help boost their mood.
Apple Podcasts continues to be the top app for listenership, but competitors like Spotify, Google Podcasts, Luminary, Stitcher Premium, Podchaser, TuneIn, iHeartRadio, Pandora and Anchor are all coming in hot (also, Amazon recently acquired Wondery, so we will watch what happens there).
Live podcasting on platforms like YouTube Live, Facebook Live, Twitch, and Podbean are becoming more popular as podcasters look for real-time audience engagement and methods for monetization.
Cross-show promotion as a growth model. It’s simple. You advertise your show on another podcast. This is beneficial because you’ll have a really strong idea of that show’s demographic.

How much do podcasts cost to make?

It’s a simple formula: labour + time = podcast. If you don’t want to pay for labour (and if you have time to spare), you can produce it “for free” yourself. But if you don’t have the bandwidth to produce your own show, you can outsource it to a helpful freelance producer or friendly production company (like ours!).

Regardless of whether you’re working with a single audio producer or a multi-disciplinary team, costs will scale up based on complexity and urgency. A thirty minute conversational podcast will be a lot cheaper to make than a sixty minute narrated documentary podcast.

And don’t forget secondary expenses like RSS hosting & music licensing!

Are podcasts profitable? Are podcasters rich?

Much like how some artists are wealthy and some musicians are financially solvent, yes — some podcasters are rich, and their podcasts are profitable. But the average podcast is a labour of love, made by host-producers who are wearing every hat and paying for costs like RSS hosting and theme music out of pocket without plans for reimbursement or compensation.

Podcasts aren’t a get-rich-quick scheme. They’re an engaging and dynamic type of media that has the ability to build devoted audiences. Sometimes those audiences are delighted to pay for bonus content/subscriptions/live events. Sometimes, media companies are interested in partnering or acquiring independent podcasts! Magical things can happen in such a new industry. The best thing to do is just make what you love, and try to get paid for it (if that’s your jam - not every hobby needs to metamorphose into a side hustle).

Questions Listeners are Asking:

Are podcasts free?

Yes! Podcasts are free to listen to — but not free to make. Apple Podcasts, Spotify, Google Podcasts, Soundcloud, and YouTube are free for podcast listening. But to help fund the podcasts they love, many listeners opt to provide financial support via subscription models like Patreon or Supercast.

Do podcasts use data?

Yes. If you’re streaming your favourite podcasts via smartphone and you’re not connected to Wifi, you will be using data. That’s why podcast apps typically allow you to download episodes in bulk. If you’re worried about going over your data limit, download each episode onto your mobile device while you’re connected to Wifi. Then, you can listen to podcasts when you’re away from home, like on a long car ride, or out for a walk.

Do podcasts need wifi?

Podcasts don’t need Wifi, but like I mentioned above, if you’re worried about using up your phone plan data, you should download episodes while you’re connected to Wifi. That way, you can download a podcast and save it to your phone, tablet, or computer and then listen to it anytime, even without an internet connection.

Do podcasts have video?

Typically, most podcasts are audio only. People listen while doing a million other things that keep their hands occupied, like folding laundry, working out at the gym, walking the dog, driving a car... you catch my drift.

But lately, I’ve been hearing people say things like ‘I haven’t watched that episode yet.’ Wait a sec. Yep, people are increasingly watching podcasts on YouTube. I’m just guessing here, but I think as more celebrity podcasters add their shows to YouTube (like Sarah Silverman, Whitney Cummings, and Joe Rogan, to name a few), it will become more popular to film your episodes, especially if they’re straight up interview shows. It makes sense; producers can clip a portion of the video and upload a minute to Instagram Stories, Reels, or TikTok, and reach a more visual-focused audience.

One show that I personally watch rather than listen to is Frenemies with YouTubers Trisha Paytas and Ethan Klein. (YouTube drama is my guilty pleasure, unfortunately. Also Teen Mom.) Because they were already YouTubers with millions of followers, it’s natural for them to upload their show to their biggest-following platform. In fact, their show came to me through my explore page. They’re also playing with the medium of podcasting in an interesting way. Sometimes they wear costumes, like when they dressed up as Beetlejuice and Lydia Deetz for no apparent reason.

What are some of your other FAQs? Leave us a comment below and we’ll give you our take!

Your Most Frequent Podcast Questions—Answered