You don't need to "be everywhere" when it comes to marketing your podcast on social media. However, if your listeners are on a certain platform, it's a good idea for you to be there too.
Should you be on TikTok? Is Facebook just for old (or conservative) people now? This article has some great info you'll find helpful as well as real numbers on how much money people are making directly from various platforms.
Reddit is a social media platform, that allows any individual to create and manage their own community, which Reddit calls a sub-reddit. Many podcasts have their own sub-reddit.
It is the best way to get connected with an audience, in my opinion. And here's why ...
It's nice to have a place for people who love your podcast to connect with each other, but even better for most podcasters is Reddit's ability to connect you with topic-specific communities for episode and general audience research.
BONUS: Should you ever need to find out what people really think about a microphone, computer, or anything else, search "[ITEM NAME] reddit" and you'll almost always get better info than SEO-tweaked blog results and anything else that woud come up with a general search of the topic.
A majority (66.9%) of Gen Z-ers receive fewer than 20 emails a day according to one study. If you have a podcast made for Gen Z, this is a good opportunity for you as there's a lot less competition in email than other types of online communication.
Obviously, I'm still a big believer in email, but it wasn't always this way. I started an email list when I first started my company in 1995 and used it for years, at one time sending to about 80,000 people weekly.
Then "social media" came on the scene and I placed all my bets there.
I was wrong.
Email is still one of the most effective ways to reach people online, regardless of age. So I encourage you to use it as part of your podcast marketing strategy. If nothing else, get a free account on ConvertKit and set up a simple autoresponder to send listeners a helpful list of resources related to your podcast.
If you go with email, this is helpful. It shows the psychology of why people open certain emails and will help you to create a "sender name" that will get more people to open your updates and other messages.