How to Get People to Actually Listen to Your Podcast

We all want a bigger audience, there’s no denying it. But growing our shows can just feel like so much at times. We’ve got the content, ambition, and goals—but how do we get people to actually make the move and hit play? Podcast Growth experts Hannah Southern and Shreya Sharma got together at the Brand Podcast Summit to break it down for us. They came up with real steps, strategies, and ideas to boost podcast listenership. Now, I’m sharing their best insights here with you. 

Whether you're launching a branded podcast or looking to refine your current show, keep reading. These tips and strategies are going to help you connect with your audience and actually get people to listen to what you’ve got to share. 

Common Myths About Podcast Growth

Google “grow my podcast” or “get more podcast listeners” and you’ll be met with millions of pages. There’s a lot of advice out there, but…not all of it holds up. Before we get into how you can grow, it’s good to snap back to podcast promotion reality. 

Let’s bust some common myths that might be holding you back:

Myth 1: Podcasting Is Just an Afterthought in Marketing

Ever heard someone say, "Let’s throw in a podcast"? Podcasts often get lumped in as an extra, just another potential idea for a marketing crew looking to impress. But podcasts shouldn’t just be an afterthought. They deliver measurable results– when done right. And doing them right means putting more in.

According to the Oxford Road "Sound of Growth" study, podcasts drive an average of 18% of branded search volume. That’s actually quite a big number when we consider all potential sources.

And now, for the real kicker: Brands that consistently invest in audio see stronger long-term results. Sporadic, one-off attempts just don’t compare. Consistency builds credibility and connection.

Myth 2: What Works on Other Platforms Automatically Works in Podcasting

You can’t copy-paste social media tactics into podcasting and expect magic. Podcasts are not an Instagram feed. It’s its own beast. For one, podcasting is intimate and personal. Listeners are investing time, not just scrolling through a feed. They are opting in to spend time with you. 

If you want your podcast to see results for your business, then make sure the people handling your audio strategy understand podcasts. Whether you hire an expert or build in-house knowledge, someone who actively listens to podcasts will be better equipped to craft effective growth strategies.

Myth 3: You Have to Stick to Your Genre for Collaboration

Sticking to one genre limits your potential. Your audience isn’t one-dimensional—they consume different types of content. If your show is about entrepreneurship, your listeners might also enjoy productivity or tech podcasts. When considering your audience, don’t think only about their job title, but think about the big picture: all the interests and hobbies they are involved with.

On this same note, think creatively when building partnerships. You should move out of your genre for format and content, but also for collaboration.

For example, a board game podcast could cross-promote with a storytelling podcast or even a comedy show. Meeting listeners where they are expands your reach.

Myth 4: Podcasts Can Only Collaborate With Podcasts

Wrong. Look at other forms of media. And no, not just social media clips! Newsletters, for instance, pair beautifully with podcasts. Long-form newsletter readers and long-form podcast listeners often overlap—both enjoy in-depth content.

A great example: running a campaign for a CEO-focused podcast with a newsletter targeted to executives in specific regions. You directly target the right audience and drive clicks.

Building a Listener Profile

Before you can grow an audience, you need to know who they are and where they hang out. Here’s how to create a clear picture of your ideal listener:

1. Use Data Tools: Platforms like Rephonic and Apple Podcasts’ “You Might Also Like” section are great starting points to map out listener interests and habits.

2. Tap Into Reddit: Dive into niche communities where your audience gathers. For example, a personal finance podcast might explore threads like "FIRE" (Financial Independence Retire Early) to understand their listeners' goals and struggles.

3. Look for Overlap: Find out what else your ideal audience consumes. Do they read certain blogs? Attend specific events? Subscribe to industry newsletters? The closer you get to their other interests, the more targeted your promotions can be.

Lessons From Non-Branded Podcasts

As we are a branded podcast agency, we talk a lot about brand podcasts. But there’s a lot to be learned by observing non-branded counterparts. If you are going to launch a brand podcast, the best homework you can do is listen to a LOT of podcasts. Take the time to hear what people like, what they are listening to, and what shows are standing out. Here’s why—and how—you can apply those lessons.

1. Focus on Content, Not Promotion A branded podcast should prioritize storytelling and entertainment, not act as a 40-minute ad. If your podcast feels like a hard sell, listeners won’t return. They are tuning in to connect with the human in your brand, the genuine stories and experiences.

2. Find Your Podcast Lookalike In fashion, stylists often recommend finding a celebrity who shares your body type to inspire your wardrobe. Podcasting works similarly. Find a non-branded podcast targeting your demographic or style and study what works for them. It’s not about copying—it’s about learning.

3. Invite Interesting Guests Collaborations don’t have to be with other brands. Bring on guests who resonate with your audience, even if they’re from unrelated spaces. Their unique following could introduce your podcast to new listeners.

Proven Examples of Creative Podcast Strategies

Getting creative can often be met with a bit of hesitation, especially in the branded podcasting space. But taking a step out of our marketing comfort zone can bring great results. Here’s a little inspiration:

1. Dish by Waitrose
   A comedy podcast centered on dinner parties and guest interviews. While Waitrose’s branding is subtly woven in, the focus is on engaging content for its middle-class, food-loving audience.

2. Nickel & Crime by Early Warning
   This true-crime podcast, created by a B2B brand, uses storytelling to hook listeners. It’s proof that B2B podcasts can be just as compelling as consumer-focused shows.

3. Unleashed by BBVA
   A fiction podcast created by a bank?! True story. This award-winning show proves branded storytelling can rival non-branded success when done right.

Strategies to Grow Your Podcast Audience

So, how can you really improve your podcast listenership? Here’s the biggest, not-so-secret secret that you need to know: Steady growth beats overnight success any day. 

But to give you a better idea of what really works, here are a few specific strategies:

Inside-the-Box Ideas

These are tried-and-true methods every podcaster should consider because they really do work!

• Word of Mouth: Encourage your listeners to share episodes. Loyal fans are your best marketing tool.

• Podcast Guesting: Appear on other shows to reach new audiences.

• Newsletter Swaps: Collaborate with newsletters that align with your audience.

• Ads on Listening Apps: Don’t sleep on smaller platforms like Pocket Casts or Overcast for targeted ads.

Out-of-the-Box Ideas

Then if you really want to stand out, don’t be afraid to think a bit bigger. Here’s some tried and true out-of-the-box podcast promotion strategies.

• Feed Drops: Share an episode from another podcast on your feed and vice versa. This strategy sees high conversion rates.

• Content Splitting: Split one interview across two podcasts. It’s mutually beneficial and keeps listeners engaged.

• Data-Informed Ads: Use tools like SparkToro to find media your audience already consumes.

Lastly, we’ve got to mention it: don’t ignore YouTube. It’s time we put aside the debate of “is video podcasting really podcasting,” and embrace the way the flow of the tide. 

YouTube isn’t just for video—it’s a goldmine for podcast discoverability. YouTube is the second-largest search engine out there, meaning there’s a ton of potential to get your show discovered.

Don’t overthink it at first. Focus on having a presence, even if your visuals aren’t Hollywood-level. YouTube’s algorithm loves catchy titles and strong thumbnails, so invest time there. Work on optimizing your descriptions as well, and in no time you’ll start to see numbers growing. 

Summing it All Up

Growing a podcast following isn’t just about great content and following the trends—it’s about strategy. But at every step of the way, your success also hinges on understanding your medium. You need to treat podcasting as core content in your marketing strategy, not just something an intern can handle. Take the time to iron out your content, get to know your audience, and take steps toward a more creative strategy.

If you want to hear more, you can watch all the Brand Podcast Summit replays here.