The most stupid thing you can do as a podcaster is sharing an Apple Podcast link as a way to attract engagement from your audience on social media. When you consider how to share a podcast the right way, sending your show to only 34% of the overall podcast audience is not a great idea.
Podcasts are amazing tools for your personal or corporate brand, but if you’re sharing Apple Podcast links, you’re sabotaging your content strategy.
Apple’s 34% podcast market share is declining
According to TechCrunch, “Spotify’s U.S. podcast listenership will surpass Apple Podcasts for the first time this year when 28.2 million U.S. users will listen to podcasts on Spotify at least monthly, compared with 28.0 million via Apple Podcasts.” This is according to a new report from eMarketer.
Apple podcasts famously grew the podcasting medium, but in the last several years, has been losing its podcast listener share. Dating back to 2018, when eMarketer started tracking podcast platform growth, Apple’s podcast platform represented 34% of podcast listeners. That number will fall to 23.8% in 2021.
If you want to know how to share a podcast correctly, then post a platform-agnostic link.
How to share a podcast (the right way)
I still see some seasoned podcast experts post Apple podcast links and it’s a shame. The right way to share a podcast link is by linking to a platform-agnostic web page. I’ve seen some folks use Linktree for this purpose, and that can work in a pinch, but if you want to know how to share a podcast the right way, it’s this: make sure every podcast has a web page to live on.
Make sure every podcast has its own webpage
Often called a “show notes” page, the best way to share a podcast is by creating a new web page for every episode. The show notes page is a great way to share a single link that allows easy access to your listener’s preferred podcasting platform and allows you to add additional content with your audience, creating a richer experience.
What you can include on a show notes page:
- A summary of the podcast
- A transcript of the entire show. (Rev is a great service for this.)
- Photos and Video
- Bonus “outtakes”
- Links and sources
- Bonuses or giveaways!
The show notes page also allows for more control over social media images, sometimes called “cards.” Depending on your platform, you may have the ability to customize the headlines, teaser text, and automated image that is shown to Twitter, Facebook and LinkedIn. Tools like Yoast make this extremely easy for those using WordPress. Although not as powerful, Squarespace offers similar tools.
This image is a screenshot of my social media panel on my interview with Jason Feifer of Entrepreneur. You can see how this presents on Twitter and via the embedded Tweet as well.
Most importantly however, show notes pages allow you to drive traffic to your site, not the individual platforms.
Show notes pages drive podcast traffic
The most important aspect of creating a show notes page for each podcast to live on is that it drives traffic to your site. As an emerging tech PR communications pro, I firmly believe if you put in the hard work, you should get the traffic. This method works for posting links to social media, but is also a great tool to get your website ranked higher in search engines.
Search engines show favoritism to websites that update contently regularly, so if you post a new webpage for every guest, this significant and greatly increases your ranking in various search engines like Google, Bing, and privacy-focused DuckDuckGo.
It’s hard work figuring out how many subscribers a podcast has, or figuring out how to start a company podcast, so don’t blow it by sharing a podcast the wrong way. Podcasts have incredible value for your content strategy, but they’re hard work. Don’t sabotage your brand by posting Apple Podcast links. It’s time to start thinking strategically with your content strategy.