3 (real and seroious) ways to monetize your podcast

Podcast listeners grew by +29.5% from 2018 to 2021. What's more, 60% of podcast listeners have bought something as a result of listening to a podcast ad. See where I'm going with this? Yes, we do! Advertisers are now(or finally!) taking an interest in this medium, which can be very profitable in terms of ROI. So maybe it's time for you to ride the huge wave of audio and start monetizing your podcast. Whether your podcast is already launched or in the works, we've got 3 ways for you to monetize your podcast. So if making money from your podcast is one of your brand goals... Read on.

#1. Monetize your podcast with a sponsor

"This episode is brought to you by ...... "Unless you've been living on another planet for the past few years, you're bound to have heard this sentence. Often found at the start of a podcast episode, this phrase sets the tone: this is a sponsored podcast! And the truth is, sponsorship is now one of the most popular ways of monetizing your podcast.

The advantage of monetizing your podcast via sponsorship?

Simplicity! With this method, you don't need a specific number of listens to contact a sponsor, and here's a little tip: the more niche your audience, the less sponsors will look at your number of listens. This very common way of monetizing your podcast also means you'll have a recurring income, without having to worry about :

• Technical problems related to an advertising solution,
• Aligning advertising with your podcast and its audience,
• Random ad placement (when using a tool)

How do I find a sponsor?

In what sector does your podcast evolve? Is it about politics, sports or entrepreneurship? What about your audience? What type of audience does it represent? What kind of tools or services could they benefit from? After reading these questions, I imagine it's already a little clearer in your head? The idea of sponsor(s) who could help you monetize your podcast is taking shape.

Your contact "to do list":

• Make a list.
• Prepare the elements that show the good health of your podcast (number of listens, available platforms...)
• Define the reasons why you think the sponsor is a good match for your podcast.
• Contact these potential sponsors.

Where to place the sponsor ad?

Pre-roll, mid-roll, post-roll. Currently, according to a Majelan study of 3,000 podcasts,mid-rollis the most widely used format. But keep in mind that this is changing very quickly. Yes, because many different players are now involved. For example, it's now much more popular to run 30-second ads than 60-second ads.  

#2. Monetize your podcast with affiliation

Widely used today by influencers, affiliate marketing is a very simple way to earn money from your podcast.Using affiliate marketing is the most effective way to monetize your podcast, especially when you're advertising services or goods that you use or know about.

How does affiliate marketing work for podcasts?

This method, also known as affiliate partnership, involves selling products or services from other people or brands via a referral link. The podcast producer receives a commission when the podcast audience opens the link and buys the product or service.

What are the requirements for affiliate marketing on my podcast?

You need to have an established audience. To create this affiliate marketing system, you have two options:

• Mention a product or service naturally in your regular content,
• Create your own "advertising" space to advertise an affiliation agreement.

How much can affiliate marketing earn for my podcast?

The amount of money that can be generated through affiliate marketing is generally determined by the size of your audience: is it a niche audience or a larger one? Is it a high-powered audience or a more limited one?

Today, like Amazon, most companies offer affiliate marketing programs. Type "company name + affiliate" into Google to see if a program already exists.

Tip from the Calliope team: Don't sell a product just to make money. Make sure you believe in the product or service you're selling. Otherwise, your audience will know it's not genuine and your sales will be more limited.

#3. Sell your products via your podcast By Selling Merch/Products

Casa de papel, Stranger Things, Squid Game... All these Netflix shows have their own merchandise, and it's the same in the audio sector! Most of the most popular podcasts have their own merch.

How do I know if I should sell merchandise derived from my podcast?

How many times do you listen to each episode? Is it growing? Is your podcast covered by the media? As soon as you detect a growth in the number of listeners to your podcast, or a particular interest (your requests for participation increase), you've got the green light.

Tip from the Calliopé team: Talk to your listeners. Take advantage of the recording of your podcast to take the temperature. Ask them to leave you a message via your social networks answering these questions:

• If there was one service you wished you had, what would it be?
• Do you prefer t-shirts or socks?
• What's the punchline that stands out the most in this podcast?

What kind of products can I sell on my podcast?

• Fashion accessories (t-shirts featuring the podcast, masks, hoodies)
• Access to private events (previews, etc.)

Make sure you weigh up the pros and cons of the products or services you're going to sell. Typically, if you're selling a product that's easy to make and inexpensive to produce, such as an Ebook, it's sometimes more relevant than selling a range of T-shirts.

Tip from the Calliopé team: Focus on elements that your audience appreciates. Ask yourself these questions:

• Is there a phrase you repeat that they love?
• Any particular episode?
• Any particular guest?

How can I sell my own products on my podcast?

Create a website linked to your podcast

First of all, you'll need to create your own website. It must be linked to your podcast. In other words, it must have the same name as your podcast... so that there's continuity.

Promote your merchandising in your podcast

Do you sell T-shirts featuring your podcast?

• Wear them during your podcast, popular events.
• Have your guests carry them,
• Create a Facebook or Google Ads ad to display them in front of your audience's eyes.

Avner UZAN