Prologue
Podcasters have LOTS of opportunities right now...
It's been an interesting week for podcasting as far as innovation hype and changes that will be great opportunities for you, if you're ready to take advantage of them.
I've seen a lot of people online speculating about what's going to happen with the new Apple update or Spotify's new "Clubhouse" knockoff.
It doesn't matter, because I'm going to make sure you're ready for whatever happens.
Listen up, because this is important...
When you have a solid podcast foundation in place, you will do well with podcasting.
This means three things:
- Your skills as a host
- The right content/message
- The right audience
Do what I say and I'll get you there. See this Instagram account for helpful podcasting advice.
I hope you're finishing out a great week!
Podcaster Opportunities
Spotify launches "Car Thing" in-car entertainment system
This is important, because it's a sign of what's coming for podcasting.
One of the reasons radio is bigger than podcasts is that it's "easy" to access radio. You hit a power button, adjust the tuner, and it works. If you want to change the volume, there's a knob for that.
Right now, it's much more difficult to listen to a podcast, but this "radio ease" is coming to podcasting. We've seen it with Alexa and, before that, the built-in apps on smartphones. Now it's coming to cars, which is where the majority of people listen to audio.
I don't have any specific thoughts on "Car Thing" – it may be complete junk. But the concept of "easy and portable" is solid and there are more of these coming, so get your podcast ready now in order to be prepared for it.
Social marketing budgets will DOUBLE in the next 3 years?!
That's what "executives" are saying, so step right up and collect your piece of it.
This situation is another thing you should be preparing for now. And the #1 way to do this is to create and audience of the people advertisers are looking to connect with.
To be clear, you don't need a big audience to be successful with podcast advertising – you need the right audience. This guy has number 1000 downloads per episode and is a good example of somebody who still does well with advertising. In my book, I tell the story of a guy doing similar numbers who is selling $30,000 consulting packages. Crazy!
Focus on the right people and you'll be good to go, regardless of trends. But take advantage of this trend!
Apple unveils paid podcast subscriptions
Your iPhone is getting a software update next week. With this update comes some new podcasting options.
One of the exciting things coming is the ability to charge for podcast subscriptions.
But is this a good idea? Not usually. It's far better for most podcasters to have a bigger audience and find other ways to monetize.
Think long term. You don't have to monetize everything. Build a connection with your audience via a free podcast and you'll find plenty of opportunities other than subscription payments.
Podcast Marketing
Get More Listeners via Spotify’s New Podcast Charts
The best thing about "charts" is that people look at them. And when you're on a chart, you'll be exposed to a lot of people who otherwise wouldn't know you exist.
If you can get to the top of a chart, you'll often stay there for a while. This is especially true for the last month of the year when very few new podcasts (or music albums, or movies, or books) are being released and you'll have fewer new/big promotions to fight off.
Want to move up a chart? Send all your people to a single destination. For example, 1000 people going to Spotify is more valuable for climbing that chart than splitting your listenership between Spotify, Apple, and Google, with each getting 1/3 of that.
That's the strategy. And it works in a number of ways, not just podcast charts. For example, if you want to increase per episode numbers, give people fewer episodes to choose from.
Should you worry with trying to chart on Spotify? I wouldn't. Focus on the audience you have and the growth your want will emerge.
Check out your Spotify for Podcasters dashboard for new daily chart notifications and share cards.
Clubhouse's Android Version is Moving Closer...
To answer that question – "I doubt it."
I was big on Clubhouse when it launched because I looked at it like live radio, which I love. I even started a Big Podcast Club to connect with other podcasters.
The last time I did anything with it was a couple of months ago.
Why? Clubhouse is dying and, for now, my time is spent better elsewhere. For example, I'm working on a followup to the Big Podcast book.
Most of the podcasters who were on Clubhouse a couple of months ago have also disappeared. It's hard to have a conversation with people when there's nobody there.
It's possible an Android will bring it back. But there is a ton of competition coming, which is what I'm better on as far as leadership in this new social media format.
By the way, if you need a Clubhouse invite, DM me here with your phone number and I'll get you hooked up.
What's the opportunity? Get good at going "live" to be prepared for whatever happens next.
Spotify to launch its own Clubhouse competitor
This is one example of many from companies who are trying to do something similar to Clubhouse. And it's this enthusiasm for the "clubhouse format" that makes me think we all need to get good at "live" podcasting – at least if we want to take advantage of the next social media gold rush.
There are a lot of great podcasters who sound amazing when edited, but can't cut it live. If you're looking for a leg up in the podcasting space, get good at going live.
How do you get good? Start hosting rooms. Go on Clubhouse. Nobody is there right now, so it's a good place for you to develop these skills without a lost of risk.
Need a Clubhouse invite? DM me here.
Yep. Facebook also has a Clubhouse competitor coming...
This is one you should watch and, if you have an audience that uses Facebook, be read for.
Consider this. How many people mindlessly doomscroll Facebook looking for cat videos, community, and confirmation bias?
Those people need something to listen to. And your podcast could be that thing.
Again, the "live" version is going to require you to be good on your feet, so work on that now to be ready for when this launches later this summer. Need a plan? Try my sausage factory formula.
Podcasting News
Clubhouse is worth $4 BILLION?!
Clubhouse has raised a Series C funding round, reportedly valuing the company at $4 billion.
Again, think long term here. The format is what people love, not the brand or app. You can take your "live" skills anywhere, so don't worry about Clubhouse specifically, unless you're an investor.
I know a little something about investing, by the way. I invested $30 in cryptocurrency yesterday and it's currently worth $22. Womp womp.
Full story on the podcast (and how it relates to your podcast) coming soon.
The Wrap Up
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My goal is to better empower podcasters to be more successful spreading their messages and make more money with their podcasts.
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