Tips for Using YouTube to Reach a New Podcast Audience

Are you hoping to grow your podcast but you don’t know where to start? You’re not alone. Most podcasters pour so much effort into producing their content, but they wish they could reach more listeners. We’re here to tell you that you can. 

More than two billion listeners are waiting, and they’re on a platform that you may not have considered: YouTube. According to a survey by Futuri Media and the University of Florida, YouTube is the number one destination for podcast consumption, surpassing even Spotify and Apple Podcasts. 

Here, we’ll reveal the number one mistake that podcasters make on YouTube. Plus, we’ll outline four ways you can use the platform to grow your podcast. Sound good? Let’s get started. 

The Power of YouTube

There’s a reason why wannabe-stars, established musicians, corporate marketers, and – yep – podcasters use YouTube to reach their audiences. Its reach is massive and its potential is hard to ignore: 

Certain demographics on YouTube – such as older folks or viewers with less education – don’t typically seek out podcasts through the traditional podcasting platforms. Using YouTube lets you tap into an audience that you couldn’t reach otherwise. 

The Number One Mistake Podcasters Make on YouTube

Since YouTube is a video platform, it’s not possible to upload audio MP3 files to the platform. You need to upload an image, even if it’s only a waveform playing in the background. But simply because you can use a waveform doesn’t mean that you should.

Here’s the truth: Podcasts that use a static image don’t have much success on YouTube. Users expect to see a video, and failing to meet their expectations means most people will click away from your content if it doesn’t have one.

Recording a Podcast for YouTube

According to The Podcast Host, only 17 percent of podcasters record their podcasts with video, which means they’re missing a big opportunity to leverage YouTube’s potential. Grow your podcast by investing the time and effort to record video footage of your episodes. 

Producing video content will require additional equipment, but it doesn’t need to be extensive or expensive. A camera and some lighting are sufficient to get your podcast started on YouTube.

4 Ways to Use YouTube to Grow Your Podcast

If you’re using YouTube to grow your podcast, we’ve established that it’s important for there to be a video to accompany it – but you can’t just upload the video and expect your views to climb. Try these strategies to maximize your chance of success on the platform. 

1. Share a Snippet

Podcasting on YouTube doesn’t mean that you need to upload an episode in its entirety. Choose an interesting, funny, or controversial segment and offer it as a snippet on YouTube. Joe Rogan, considered by many to be the king of podcasting, uses this technique on his channel.

A shorter clip allows you to give it a specific title, with the goal of hooking a viewer and keeping their interest. Since the YouTube algorithm rewards channels where viewers don’t click away from the content, shorter clips can increase the odds of your viewer watching until the end.

At best, someone likes what they hear and you gain a new listener on your podcast. At worst, they don’t make the leap to listening to your full podcast but your YouTube channel lands a view.

2. Build Engagement Using the Comments Section

Podcasting on traditional platforms tends to be a one-way conversation. Listeners don’t always leave ratings about your show and, when they do, the reviews are often scattered across podcast platforms.

The comments section on YouTube allows you to easily engage with your listeners, and for them to engage with each other. To jumpstart the discussion, add a graphic or voiceover to your video that asks your viewers a topic-related question.

Listen to what’s being said in the comments section. It won’t all be positive, but the negative can be useful in improving your podcast. Your audience’s feedback can give you a better sense of what topics they like, and spark ideas for new subject matter.

3. Use YouTube’s Analytics to Build an SEO Strategy

When logged into your YouTube account, you can view the analytics for your channel as well as statistics for specific videos. Knowing which episodes hooked your viewers can guide your efforts in producing future content and building your SEO strategy.

There can be a learning curve to SEO, but don’t let this stop you from getting started. Begin with the basics: Use a keyword in the name of your video file as well as in the title of the video. As you become more familiar with the platform, you can learn – and use – additional SEO techniques.

4. Collaborate with Other Creators

Social media is intended to bring people together, but people can tell if you’re only looking to benefit from their social clout. Genuine connections are always better. Comment on videos from other creators, follow them on social media, and celebrate their successes. 

Reach out to other creators about collaborating. This can take shape in different ways:

  • Be a guest on each other’s podcast
  • Do a podcast takeover where each of your shows feature a full-length episode of the other collaborator’s podcast
  • Record a short segment that the other podcaster will drop into their show

In most cases, you should approach YouTubers who have similar channels to yours – both in terms of the content they create but also the size of their channel. Having a similar number of subscribers means you’ll each have the same amount to gain from a collaboration.

Results Take Time, but They Will Be Worth the Wait

Every new YouTube channel should expect it to take time before they begin to see a return on their efforts. Be patient, continue to learn, and adapt as necessary. Growing your podcast can take time, but the results will be worth the wait.