How to incorporate a branded podcasts into your brand's communication strategy?

Instagram, the platform with millions of users, allows you to reach new listeners for your branded podcast. By creating an account dedicated to your podcast on Instagram, you open up a whole new world of possibilities... Paid advertising, regular publications, how can you promote your podcast on this network with global reach?

Follow the guide as Calliopé shares her secrets for breaking through on Instagram!

Create an Instagram account dedicated to your podcast

To showcase your branded podcast on Instagram, start by creating a professional account dedicated solely to your digital audio. The name of this account should, of course, be related to the subject of your podcast and the name of your podcast. Don't hesitate to add the term "podcast" to the name of your dedicated account. This will enable Instagram's algorithm and web users to immediately understand what it's all about.

For the profile photo, you can simply opt for your podcast logo if you have one, or for a captivating photograph related to the subject of your podcast.Now turn your attention to your bio, which needs to be written in an engaging way to arouse the curiosity of Instagram users. Don't forget that the purpose of this account is to broaden your audience and reach out to a new audience! You can use humor, suspense, emojis... anything that will arouse emotion in web users.

Publish regularly to promote your podcast

Once your account is ready, it's time to start a publishing strategy with a defined editorial calendar to be regular in your posts. You can use both stories to create proximity and interaction with your growing community, and publications to enrich your feed. The real format is also very popular on the platform.

You can broadcast sound or video extracts from your podcast episodes to tease Internet users into wanting to discover the rest of your episodes. Also remember to publish the positive comments you receive around the podcast, whether on listening platforms or on Instagram (in private messages or comments). This will help create a positive image for your branded podcast.

It's important to create a real branding around your podcast, whether on Instagram or TikTok: a graphic charter, a universe so that Instagram listeners and consumers memorize it and associate it with your branded podcast. Mobile marketing for your podcast doesn't stop there! Use relevant hashtags (#) specific to your podcast when you publish.

Collaborate with other Instagram accounts

To spread the word about your branded podcast, it's a good idea to get in touch with Instagram accounts that have a similar audience to yours, or that cover themes related to your podcast. You can offer them the chance to work together: as guests on the podcast or by sharing one of your episodes... These exchanges will enable you to reach out to a new audience.

Using Instagram ads

Podcast advertising trends for 2023 confirm that this new advertising format works with podcast listeners. This paid strategy can be very useful, as algorithms are increasingly precise and target accounts that resemble your audience.

You can create eye-catching visuals that capture your universe so that it's quickly identified. You can also create videos that use sound clips or videos from your episodes to encourage users to visit a listening platform or your website.

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Margot BURON