How Podcasters Can Use TikTok
You’ve probably heard about TikTok by now. But like so many of us old people (a.k.a. anyone over the age of 20), we need to get with the times and learn how to use TikTok to promote our podcasts. The pandemic has brought “older people” (millennials) to TikTok, and the app has become a hub for niche communities, like book lovers, green thumbs and public health wonks. That’s why TikTok is such a great way to promote your podcast! You can find new listeners on the app if you tap into their interests.
So here are a few ways that you can get started with promoting your podcast on TikTok.
Use what you have
TikTok is a visual platform, but podcasts are not (most of the time). So how do you marry the two?
One of the easiest ways to visualize your show is to take a video of yourself recapping what your episode is about.
This works best if the person doing this recap is the host of the podcast. Benny Higgins is host of the TV GAYD podcast, which details the TV shows that he and his sister are listening to throughout quarantine. Benny will often make a quick, straight-to-the-camera TikTok video about a topic that is discussed in TV GAYD that week. No editing, no script—it’s a podcaster’s dream!
For instance, to promote an episode discussing gender and Gilmore Girls, Benny asked if the show represents all women, while encouraging listeners to sound off in the comments. Not only did he intrigue his audience, but he gave a clear call-to-action—listen to the podcast episode—which I did, so it worked!
Use text
Another simple way to turn your audio into a visual is to use a clip from your podcast as a voiceover and then have it transcribed as text in a video. You can use free apps like Headliner to help you do this.
My team and I at Math Therapy, the podcast all about changing our relationship to math, make these text videos almost every week for our host’s TikTok account. We always see a small spike in listenership when we post these text videos.
It gives TikTok users a sneak peek into your podcast, allowing them to experience the topic and the host’s style in a low-stakes way. Coupled with a clear call-to-action in your caption (e.g. “link in my bio to hear this week’s podcast episode!”), TikTok can bring in new podcast listeners.
@themathguru ##Failure is my new fave F-word WBU💁♀️ @estherbrunat is on 2day’s ep of ##maththerapypodcast, listen wherever u ##podcast! ##mathteachersoftiktok ##math
♬ original sound - TheMathGuru
Use popular footage
You can also take clips from popular media that relate to a soundbite from your podcast, and overlay podcast audio on top of this video. This is a little harder editing-wise, but really makes an impact.
For instance, I found out about Movies That Raised Us (a podcast that explores the early 2000s movies that shaped the hosts) because I saw one of their hilarious TikToks. The TikTok that caught my attention was one using a clip from Confessions of a Teenage Drama Queen, overlaid with the hosts’ commentary on the movie from their latest episode. I believe that the character Lola Cep was Lindsay Lohan’s greatest role, so I stopped to watch the video. I found the podcast audio commentary so funny that I actually went and listened to the podcast!
The popular footage method meets listeners with something they’re already familiar with—a movie, a news item, a person—making them more likely to watch your video, hear your point-of-view and then listen to your podcast.
@moviesthatraiseduspod Lola has been brushing up on her Marx 💅 our confessions episode is out now!! 🎧##confessionsofateenagedramaqueen ##podcast ##2000sthrowback ##OnTheRunway
♬ original sound - Mo & Christina
Use behind-the-scenes content
TikTok is also a great place to share behind-the-scenes content of the making of your podcast. Editing tips and tricks and studio tours are informative and interesting, like this one from Nick Parry, who explains how to edit podcasts using Descript and Garageband. People are nosey, and chances are they want to see how you set up your gear. I know I do!
Teach people something
Educational TikToks perform quite well on the app. Surprisingly, NPR’s Planet Money has a TikTok account (with more than 8.7M likes!) that features things you’ll learn in each episode, with the hashtag #learnontiktok.
@planetmoney You better have some fun stories ready for when parties come back. If not, here’s one! ##coin ##tiktokpartner ##learnontiktok ##economics ##laundry
♬ original sound - planetmoney
Make memes
Podcast memes. Of course. Frequency Podcast Network does this on their TikTok, using popular sounds and poking fun at podcast producers. We love to see it.
Are you on TikTok yet?
@frequencypods questionable career choices #podcasts #fyp
♬ Beach Bunny by Cloud 9 - Quinn
