How To Promote a Podcast on LinkedIn

There are countless ways to promote a podcast, and if you're spending every day checking LinkedIn, that may feel like the obvious starting point. If you’re already active on the platform (or if your audience is), it makes sense to share your show there. Promoting your podcast on LinkedIn can build visibility and open up conversations.

But here’s the catch: don’t let LinkedIn be your only marketing. Social media alone won’t grow your audience. LinkedIn is a natural channel, but it works best as part of a broader podcast promotion strategy.

In this guide, we’ll walk you through how to promote a podcast on LinkedIn, including post formats that work, best practices to follow, and how to determine if the effort is worth it.

Why Promote Your Podcast On LinkedIn

As a platform, LinkedIn does three things well: 

• Credibility. The more posts you share about your show, and the more people engage with them,  the more your brand and podcast are seen as trusted experts in the space.

• Access. Guests, partners, and prospects are only a tag away. And because LinkedIn is built for conversation, your outreach feels far more natural than a cold email.

• Amplification. One episode can fuel multiple posts across your team. Get employees on board, and you’ll unlock serious reach without paying for ads.

If you’re already running an account-based marketing (ABM) strategy, LinkedIn is your best friend. Instead of speaking into the void, you can place episodes directly in front of the people you want to work with. You can also opt to interact with specific accounts via commenting and engagement here.

Is LinkedIn where you really want to be?

If you’ve already made it to this post, there’s a good chance you already are active on LinkedIn. And if you’re active, you might have noticed it’s where your target audience (and clients) hang out. So why not meet them there?

We probably don’t need to convince you further, so scroll on down to figure out how to promote your podcast on LinkedIn

But if that isn’t you, and you just stumbled upon this post looking for any and every way to promote your show, I’m going to stop you a second: Is your audience actually on LinkedIn?

Look at your ICP. Are they active? Do your guests post? Do competitors get meaningful engagement? If not, pick another channel, it’s ok, you don’t have to do it all.

Just remember, like any social platform, it’s a step in driving demand over time. You can spark awareness in the feed, but then pull them into your own channels by subscribing to the podcast via your site, YouTube, or preferred listening platform. 

Overall, LinkedIn is a part of the plan, not the plan. Your promotion strategy needs to touch multiple points to grow your show. Use social media to spark attention, then nurture elsewhere.

How To Promote Your Podcast on LinkedIn

Most brands default to the same old playbook: post a link and hope for clicks. But LinkedIn is crowded, and your podcast promotion needs to work harder than “new episode out now”. especially when platforms like LinkedIn are pushing down link posts that lead users off-site.  Here are a few formats to consider when sharing your podcast on LinkedIn

The Classic Promo Post (and Why It Underperforms)

The “Episode 22 with [Guest], link in comments” style of post almost never gains traction (unless maybe your guest was Taylor Swift). LinkedIn is not Spotify. People don’t come here looking for podcasts. They come here for networking, stories, and conversations. If all you’re doing is dropping links, you’ll get low engagement and little organic reach.

A better approach is to still share your promo, but don’t lead with the link. Lead with something valuable pulled from the episode. Treat the podcast as the proof, not the headline.

Engaging Video Clips

LinkedIn is a scroll-first platform, which means you need something thumb-stopping. Short video clips (30–60 seconds) do exactly that, and they’ve been growing in popularity on all platforms. These can be produced as you’d like. People even like a simple “selfie”-style talking head video as it feels more natural and more personal. But remember: most people scroll with the sound off.

Add captions and a headline that makes it clear why the clip matters: “The stat that shocked me about climate change risk” or “Why most B2B buyers prefer social to cold outreach.” This framing pulls people in.

Here’s a great example with a horizontal video from MoneyWise.

Share Takeaways

Instead of posting “We had [Guest] on the show,” frame it around what you learned. For example: “[Guest]  completely flipped my thinking on X. Here’s the one line I can’t stop replaying.”

This makes the post more personal, more conversational, and more valuable. It also invites others to weigh in. And when you tag your guest, their network sees the post too, expanding your reach.

You can also make multiple posts with different takeaways, juicing even more content and reach from one episode.

Tell a Story

Stories beat sales pitches every time. Use LinkedIn posts to tell a mini one: setup, conflict, and insight. For example: “When [Guest] launched their startup, they almost quit three times. Here’s the moment they realized they were onto something.”

Then connect it back to the podcast: “We dug into this story in depth on the latest episode.” It feels like a story worth reading on its own, not just a promo.

Tease Content

Not every post has to give the whole thing away. Curiosity drives clicks. Share a bold guest quote without context: “‘SEO is dead.’ That’s how [Guest] opened our conversation.” Or pose a provocative question: “Would you fire your best client if they weren’t aligned with your values?”

Both approaches spark curiosity, making people want to click through to get the full story.

Best Practices for Promoting Podcasts on LinkedIn

Getting the format right is step one. Here’s a few more practical best practices that will help you get the most from promoting on LinkedIn.

It’s All About the Hook

The first line of your post matters more than the rest. It’s what people see before they click “see more.” And you want them to hit that “see more”, it means they are primed to interact with your content. If it’s flat, they’ll scroll past. Lead with a bold statement, a surprising stat, or a question your audience can’t resist weighing in on. 

Where to Put Your Link

LinkedIn’s algorithm doesn’t reward posts that send people off-platform. That means posts with links in the body often underperform. A better option is to put the link in the first comment and note “link in comments” in your post. If you want to test, try a mix, you can even try just mentioning the name of your show, no link added.

Hashtags (Use, But Don’t Abuse)

Hashtags can help, but they’re not the growth lever they used to be. One to three relevant hashtags are plenty. Skip the generic ones (#podcast #business) and focus on niche hashtags your audience actually follows (#b2bmarketing, #fintech, #climatechange). The more specific, the better, but even then, LinkedIn isn’t as hashtag-centered as other platforms.

Beyond Text, Add Some Media

Posts with visuals perform better, period. A video clip is ideal, but even a high-quality guest photo or branded graphic can help your post stand out in the feed. Always think: if someone is scrolling at speed, does this asset make them pause? If not, rethink it.

Activate Your Employees

Now, let us let you in on a little secret. Your brand page or personal profile alone won’t give you the reach you want. Employee sharing is the multiplier. 

Help them out by creating a boilerplate message or a short copy kit that makes it easy for your team to repost or adapt. For example: two sentences about why the episode matters, plus the link. The easier you make it, the more likely people are to share — and every share expands your reach into new networks.

Beyond Posting

LinkedIn, like all social platforms, rewards interaction, and so do people.

Engage with the comments on your post, and thoughtful replies that keep the conversation moving. If someone shares their perspective, ask a follow-up question. That back-and-forth tells the algorithm your post is worth showing to more people.

You can also take the conversation to other posts. Keep an eye on your feed, and if something pops up that is relevant to a recent episode, get in there. Share what you learned, mention the show, but maybe keep link sharing to a minimum unless asked; you don’t want to seem spamming. 

Don’t forget to tag your guests, partners, or even relevant brands. A single tag can put your post in front of a whole new network, and guests are often happy to reshare content that makes them look good.

Is Promoting on LinkedIn worth it?

If you already have a strong following on LinkedIn, then yes, it’s absolutely worth it. But if you’re starting from scratch, be realistic: growing your profile and your podcast at the same time can be slow going. And LinkedIn only makes sense if your target listeners are actually active on the platform.

That said, even if you’ve built a solid audience and mastered engaging posts, remember this: social media alone isn’t the full answer. LinkedIn can be a powerful part of your promotion mix, but it’s not a complete strategy. The most successful shows combine LinkedIn with other channels, like email, SEO, guest networks, and partnerships,  to build sustainable, long-term growth.

Measure What Matters

How do you know if LinkedIn is worth the effort? By looking at the right metrics. Impressions are good, but don’t tell the full story. Focus on:

• Engagement rate: Likes, comments, and reshares show your content is resonating.

• Clicks: If you’re driving people to listen, watch, or subscribe, track how many actually take that step.

• Conversation quality: Are your posts sparking real discussions in the comments, or just passive likes?

• Guest amplification: Did your guests share the content with their network, and if so, how did it perform?

If the engagement is high but clicks are low, maybe your post style needs tweaking. If clicks are strong but engagement is light, you might be pushing people off-platform too fast. Treat it like an experiment, and use the data to refine your approach.

Final Thoughts

Promoting a podcast on LinkedIn is a smart move, especially if your audience is already active there. But it works best when you see it as one piece of a bigger strategy. Combine strong posts, genuine engagement, and the right mix of other channels, and LinkedIn can help your podcast earn both attention and long-term trust.