If you have a podcast, you probably get spammed daily with promises of more downloads and boosting you to the top of the charts. Don't fall for it.
There was a podcasting company called Ozy Media. They claimed “to vault you ahead of the curve – and spark change.” Then, to stand out in an overcrowded space, they faked audience metrics and even a Goldman Sachs fundraising call. And, eventually, like all supposed podcast "hacks," the house of cards came tumbling down. Steve Goldstein of Amplifi Media had a nice write up on this. https://www.amplifimedia.com/blogstein/the-one-part-of-the-ozy-story-podcasters-cant-afford-to-ignore
Alex Cooper, who hosts the hugely popular Call Her Daddy podcast, told the BBC that any podcaster should have a plan, and be authentic. She's done both well - Spotify gave her $60 million bucks. https://www.bbc.com/news/newsbeat-58719364
I still maintain that if you're going to hustle with your podcast, it's not a good idea to be on only on platform. Sure, if Spotify offered ME $60 million I'd take it gladly, but most of us aren't in that podcasting stratosphere. For example, the comedy-horror show "Last Podcast On The Left" is actually EXITING the Spotify-exclusive deal they signed in February of 2020. They're moving to SiriusXM and Stitcher, where they will be free on all platforms, and oh-by-the-way, have a show on satellite radio. They want to grow, and they realize they need to hustle in multiple places. https://www.latimes.com/entertainment-arts/business/story/2021-10-12/last-podcast-on-the-left-spotify-stitcher
Don't worry about getting millions of followers. Focus the first couple years on building to 1,000 true fans. 1,000 people who are loyal to you and can become evangelists for your show are far more valuable than 10,000 Facebook fans who will click "like" on your post and move on. Good article on this from Medium. https://skooloflife.medium.com/in-an-age-where-we-can-circumvent-gatekeepers-1000-true-fans-is-more-relevant-than-ever-49e0df585a23
The audience is there for you. Edison Research's Tom Webster says when podcast listening spiked early in the pandemic, it never really dropped off. The medium is here to stay. https://tomwebster.media/normal-but-not-back-to-normal/
Told you last week about She Podcasts Live outside Phoenix. It's getting rave reviews all over the web for its inclusivity, its collaboration, its self care breaks, its pool, and especially its swag bag with a nice pair of headphone. Traci Long Deforge has a nice writeup in Podcast Business Journal: https://podcastbusinessjournal.com/she-podcasts-live-together-we-rebuild
Finally, radio company Audacy (formerly Entercom and CBS Radio) has bought digital streaming platform Wide Orbit for $40 million. Audacy and iHeart continue to invest heavily in digital, while continuing to let their traditional radio properties dangle in the breeze.
If you're looking to start a podcast as part of your 2022 marketing strategy, drop me an email and we can have a consult. email@example.com. Until next time, stay healthy and stay safe. Lata!