Tips on Podcast Promo from TikTok Canada

Wondering how to promote your podcast on TikTok?

Same.

We reached out to TikTok Canada to find out how podcasters are using TikTok to attract new audiences. 

“Podcasts are finding a new life on TikTok,” says Kathryn Hudson, Director of Media Partnerships at TikTok Canada. Hudson says the key to success on TikTok is to be authentic and let your personality shine. “Show us what your podcast is all about and what sets you apart.” 

TikTok has more than 1 billion users globally, which means lots of potential (and niche!) listeners for your podcast. We asked Hudson how to adapt podcast content for TikTok, and whether there are any TikTok trends for podcasts that we should hop on. 

Here are some tips they shared with Vocal Fry:

Film the recording of your podcast

People like visuals. Popular podcasts on the platform film the recording of their show and source the strongest clips to upload to TikTok. “Show your listeners who you are and add that extra narrative that can’t be done through just listening to your podcast,” Hudson says.

Fun Fact: Ladies & Tangents podcast quickly gained popularity thanks to viral excerpts shared on TikTok, which grew their account to nearly 1 million followers in just 10 months. 

Have a strong hook 

Source clips that will hold the viewers’ attention with a memorable moment from the podcast. Try to tell a little story. “Even a short video should have a clear arc from beginning, middle to end,” Hudson says. 

Jumpers Jump uses a grabby first sentence that makes the viewer want to stick around for the rest of the story. 

Listen and participate in trends

If you’ve spent any amount of time on the app, you’ve likely come across trending sounds. Popular sounds are a great way to gain exposure. “Pay attention to the trends sweeping through the TikTok community and participate in those that could help showcase your podcast to a wider audience,” says Hudson.

I love this example from 13: A Taylor Swift Fan Podcast because it’s simple and effective. (As a Swiftie myself, I may even check the podcast out!)

Develop a series

A recurring podcast segment is a great section to clip for TikTok. “If you have a common element or segment in each of your episodes that your listeners are responding to, chances are audiences on TikTok will love it, too,” Hudson says. 

Check out So Japanese Podcast’s recurring segment that they clip for TikTok, #streetlevelJapanese.

Engage with your audience 

Replies are a great way to get a conversation going on the platform. “Engaging with your audience is key,” Hudson says. “If they ask a question, answer it with a video and if they request a topic, discuss it on your next episode.” And don’t forget to clip that segment for TikTok, too. 

Here’s how Random Order Podcast replied to a listeners’ message in their podcast and on TikTok. 

Is everyone ready to roll up their sleeves and mine their latest podcast episodes for share-worthy moments? We sure are! And if you try out any of these tips, let us know how it goes in the comments below. See you on TikTok. 

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How To, Tips & TricksEmily LatimertiktokComment