Case Study

Marketing Your Podcast via Paid Social Media Ads

Overview

It's not all bad, but the fact remains that podcast marketing is uncharted territory for most. Growth hacks for your podcast can make all the difference between building an audience of fanatical followers or your only listeners. Papi Digital deciphers the most successful designs for growing your podcast.

This uncertainty is due to the lack of tools and methods that make other digital communication methods predictable. What Papi Digital has done is break down how podcasts achieve success and grade the key components of the process. Let's take a look at some of Papis "clients to better understand how we approach podcast marketing.

Here are the steps we took and what we discovered.

STEP 1: MARKET RESEARCH

Once you have identified a few good soundbites, you produce different styles of creative ones. Create assets that can be marketed on Facebook, Instagram and other channels.

Audience

Likes: Donnie Brasco (film), Goodfellas, Blow (film) or Casino (film)

And Must Also Match: Interests: Podcast

Detailed Targeting Expansion: Off

STEP 2: CHOOSING THE ASSETS

In this case we made five different versions of an episode. We took the top of the episode and made an advantage of it. We provided headspace for our creatives, but they had brand concerns that led them to ask for several different versions. The problem with advertising a podcast on Facebook is that it is an audio medium. Most people scroll down, and it turns out that sound is not an option for most people. Only 23% of Facebook users scroll down because they like sound (source puts the figure at 15%), so this is the wrong approach and a waste of money. Talking heads and videos are not the way to go.

Clips We Used

STEP 3: TESTING AND REFINING AD SETS

We used a 3 stage testing system.

First Stage: There are two ways to get your podcast's attention on Facebook: typography and celebrity. Typography assets use your text to maximize the user experience associated with images and animations. Celebrities use the celebrity of a person or a niche in the captions to appeal to users.

Second Stage: There is no tracking in podcast marketing, but that doesn't mean you can't leave a trace. At Papi Digital we use Chartable, a technology that helps tracking. Chartable has SmartLink capabilities that allow us to extract data on important activities. It helps us to optimize for mobile devices, which is an essential task considering that 65% of users listen to their mobile devices. .

Third Stage: After compiling the statistics listed below, it is time to do a few calculations to determine how effectively our time is being spent. For example, let's say we have 750 clicks on our marketing asset. Many of these clicks lead to listening.

STEP 4: MEASURING KPIs

Our primary metric was cost per listen.

FINAL RESULTS

This strategy has been tested and proven to work!

  • The Simplecast Web player really works well on converting clicks into listeners.
  • Creating unique assets is key
  • Buying media on Facebook and Instagram pound for pound turns the lowest cost per listen

READY TO SCALE YOUR PODCAST MARKETING?

If you want phenomenal results like these, we’d love to work with you! Papi Digital can help you scale from thousands to hundreds of thousands of podcast listeners.

Reach out to us today.

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