Podcast Cross-Promotion: Growing With Other Creators

Podcast cross-promotion is one of the smartest and surest ways to grow your show. Instead of fighting for attention, you team up with other creators to share audiences and boost each other’s reach.

Collaborations offer a leg-up in growth. But to get real value, you’ll want to partner with podcasters, influencers, or experts in your niche who align with your brand values.

In this guide, we’ll walk you through why podcast cross-promotion works, how to find the right shows to collaborate with, and all the creative ways to make those partnerships count.

What is Podcast Cross-promotion? (And Why Should You Do It)

Just like it sounds, podcast cross-promotion is where podcasters team up to share their audiences. It’s about bringing listeners new, related content they’re likely to be into.

And it can bring you expanded reach, new listeners, a credibility boost, and more awareness for your show.

Feeling hesitant about teaming up with similar shows? Collaboration beats competition every time when it comes to growth. Other podcasts in your niche might be open to sharing your insights. We all launch unique shows, and we all have something to offer each other.

We know word-of-mouth is one of the best ways to spread the word about a podcast (54% of people said they discovered a new show through their social circle, 57% through social media).

And when that word-of-mouth happens on another podcast, you’re speaking directly to podcast fans. Cross-promotion lets you tap into an audience that’s already listening—and likely already aligned with what you’re doing. It’s one of the fastest ways to grow your audience without spending a cent on ads or chasing algorithms.

Find the right fit, and it won’t be a one-and-done. These collaborations can build real relationships with other creators and stronger loyalty from your listeners. You get to expand your reach, boost your credibility, and grow your network, all while doing what you already do best.

But here’s the catch—not every podcast is right for you. The best results come when you align with shows that match your tone, values, and topics, and share some audience overlap. You don’t need to be twins, but you should feel like podcast partners.

These collaborations can take shape in a few different ways, and we’ll get into that soon. But first, let’s talk about how to find those good fits.

How to Find Podcasts to Cross-Promote With

You may already have a list off the top of your head. In fact, when you were conceptualizing your show, I bet a few shows popped up as major inspirations, or as “competition” in your niche.

Start with this list. And if anyone has ever mentioned shows that feel naturally aligned with your content, add them to the list!

The key is to look for shows that share your values and vibe. You don’t want an identical audience, as you would just be preaching to the choir. But you do want some overlap, to reach new ears.

For example, the show Where We Land is all about telling the stories of immigrants in America. They teamed up with 7Gen’s Legacy, Lyrics & Life podcast, a show all about building your personal legacy through generational health and wealth. These two shows shared a lot of similar values and were able to have a promo-swap, bringing new, valuable episodes to each of their audiences. 

Once you’ve jotted down a few obvious fits, here are some great tools to help you dig deeper and discover more shows that could be solid partners.

SparkToro

SparkToro is a great tool for really getting to know your audience. You add a few search parameters like keywords your audience uses in their bios or follows, then it will tell you what they are into. It will share people they follow, sites they go to often, brands they like, and podcasts they tune into.

It’s not an exact match always, and if your audience is snug in a niche, they may not always have results. But all that being said, there is a free version, and it is worth trying out to get some inspiration!

Reddit

Another free tool that can be a gold mine. Check out sub-reddits relevant to your niche and search if anyone’s sharing or speaking about podcasts in that niche. This can help you add some names to your list.  If you’re looking for more tools on how to scrape this data, check out Steph Smith’s presentation “Spot the Trend, Know Your Audience, and Make Content They Love” from the Brand Podcast Summit.

Podchaser

You can think of this one like an IMDb of podcasts. It’s packed with info on everything from top-charting shows to deep niche gems.

First, make sure your podcast is listed there—it’s a great way for listeners to find you, leave reviews, and follow your updates. But Podchaser also shines when it comes to finding cross-promotion opportunities.

You can search for podcasts in your niche or dig through guest appearances to see which guests have been on shows like yours. Take your time poking around.

Rephonic

Rephonic makes collaboration smoother—and honestly, kind of fun.

Just search your show, and Rephonic gives you a 3D map of podcasts connected to yours. It shows audience overlap and related content, so you can quickly spot shows that make sense for guest appearances or cross-promotions.

Like Podchaser, it’s all about finding the right match. The one thing to note: Rephonic isn’t free forever. There’s a 7-day trial, then plans start at $99/month. If podcast growth is your goal, though, it might be worth the investment.

How to Approach Collaborations and Cross-Promotion

Once you’ve got your list, the question is: how are you going to collaborate? There are a few different ways that podcast cross-promotion can work. Here are a few of the tried and true, but if you’ve got out-of-the-box ideas, run with it. The more unconventional, the more your show is going to stand out and be remembered by audiences. 

Guest on Each Other’s Shows

This one’s classic for a reason. It builds trust fast. You show up on their feed, share your expertise, and naturally mention your own podcast. Their audience gets to hear your voice, your take, your style—and if they like you, they’ll follow you back home to your show.

At the same time, you locked down a guest for a future episode that aligns with your show.

If you’re not sure how to pitch being a guest, this blog has some great tips for you.

Do a Feed Swap

This is like a podcast takeover—where you each drop an episode into the other’s feed. It’s a full episode, which gives listeners a real feel for your show. Ideal for when your content is aligned but distinct enough to offer something new. 

If you feature the other podcasters' shows on your feed, it’s also a great way to keep your own feed active if you're taking a short break.

Choose a strong episode, ideally one that’s evergreen or speaks directly to your mutual audience’s interests.

You could also opt to just drop a trailer or exclusive mini-episode to introduce the audience to your show, rather than a full episode. 

Share an Exclusive Segment

Don’t want to guest for a full episode? You can collaborate for a shorter, exclusive segment instead. This might be just a quick comparison of your takes on a certain topic, or a sneak peek of one of your episodes. 

Launch a Joint Social Campaign

Take your collab beyond the podcast and hit social. Create a mini-series, cross-post highlights, or go live together to talk about your shared topic. You’ll double your reach and keep both of your audiences engaged across platforms.

Social is also a great place to test chemistry with another creator before diving into something bigger.

Host a Live Event

Want to go big? Host a live event—either virtual or in-person. This could be a co-hosted panel, Q&A, workshop, or even a live-recorded crossover episode. It creates buzz, gives both your audiences something special, and adds serious energy to your brand.

Events are also perfect for deepening listener relationships and attracting new fans who want more than just a podcast in their ears.

Conclusion

Podcast cross-promotion isn’t another trendy growth hack—it’s a smart, sustainable way to build community, grow your audience, and create content that brings value. Whether you’re guesting on another show, doing a feed swap, or launching a joint campaign, the key is alignment. When you collaborate with creators who share your values and speak to your kind of audience, everybody wins. So don’t be afraid to reach out, get creative, and start building partnerships that push your podcast further.