Marketing your podcast can be tough.
There are SO many quality podcasts out there. How do you get people to spend their time listening to YOUR show? Social media can (sometimes) be effective. Traditional PR is hit or miss. Word of mouth can be a game-changer but also hard to come by.
One of the least-known and most effective ways to get your podcast out there is through podcast app partnerships.
Many podcast listening apps have programs in place where podcasters can apply to be featured, request a spotlight, or be placed in a prominent location throughout the app. Some of these opportunities are free and some are paid. Let’s explore.
Paid opportunities
CASTBOX
Castbox has an in-app rotating banner that is available for purchase. Podcasters set their spend ahead of time, as well as their desired subscriber number uplift. Podcasters only pay if and when their subscriber target is reached. Castbox is able to run this program because they actually track (and make available) subscriber numbers per podcast. To take part in this program, you must claim your podcast on Castbox. Then, email Valentina. Tell her Arielle sent you.
PODCAST ADDICT
Podcast Addict allows you to promote your podcast via a paid advertisement. There are two different ad placements available:
The main screen allows users to search for a new podcast
A specific category when the user browses podcasts by category
Ads run for a full month. To learn more, visit their website.
Castro
Podcasters can currently advertise their podcast in the Discover tab as well as the Inbox tab in Castro. If you're interested in advertising, check out options at castro.fm/promote. You can also email advertising@castro.fm.
Overcast
Ad on the Overcast app will appear below the controls on the Now Playing screen and in the Add Podcast directory, reaching potential new listeners as they search for new podcasts. Tapping brings up a native UI with all of your episodes, inviting listeners to subscribe with one tap. Ads run for 30 days from the date of purchase. Pricing depends on which category you are purchasing an ad in as some are more competitive than others. Learn more here. Email for more info: business@overcast.fm.
POCKETCASTS
Podcasters can pay to have their podcast displayed on Pocketcasts. Ads run for a week at $1700 and run across mobile and desktop applications. Request a paid ad placement here.
Free opportunities
CASTBOX
You can apply to have your podcast featured on Castbox's homepage. Here’s the application.
Claim your podcast on Castbox in order to get analytics about your listeners who are listening directly on Castbox.
You are encouraged to have 1000 subscribers on Castbox before applying.
APPLE PODCASTS
Apply to have your podcast featured on Apple Podcasts. Make sure you apply with at least two weeks of lead time.
Apple has a bunch of cool marketing tools here. You can get QR codes with your episode artwork, apply to have a custom Apple URL for your podcast, make social media image cards, and more.
Apple is also starting to roll out events for podcast creators.
SPOTIFY
Check out the Spotify Partnerships Handbook for best practices.
Spotify for Podcasters is a tool that helps podcasters take advantage of Spotify’s ecosystem to promote their show(s). Learn more.
Apply to have your podcast featured (U.S.-only for now).
STITCHER
NOTE - THE STITCHER APP IS BEING SHUT DOWN AT THE END OF AUGUST 2023.
Apply to have your podcast featured on the Stitcher app.
Consider joining Stitcher+ Podcast Creators.
This is a very helpful FAQ page that details all the ways a podcast can potentially be featured on the app.
POCKET CASTS
Here’s a great landing page explaining how to get featured on Pocket Casts, including a direct email address to send your application. Make sure to read through the requirements before applying.
Samsung Podcasts
Make sure you’ve claimed your podcast on Samsung Podcasts here.
More info coming soon.
Need more ideas?
Work with me, Arielle Nissenblatt. Email me to schedule a chat.