The show goes on to become massively successful, and gets acquired by a large media company. Imagine, for instance, if you were to do an episode swap with a show during your mid-season hiatus. Contracts are important because not only do they set expectations, they can also give you some protection. Draw up a contract! Good fences make good neighbors, and good contracts make good promotional partners. If that sounds interesting to you, please let me know!ĭraw up a contract. I think there might be some potential overlap in our audience, and I’d love to talk about cross-promoting our shows on each other’s feeds. I came across your show, the ABC Show, after reading about it in Vulture’s Best Kids Podcasts of 2019–and I really enjoyed the episode where you talk about A, B, and C. My name is Caitlin Van Horn and I’m the creator and host of XYZ Podcast. Nervous about sending a cold email? We’ve got a template for you! Subj: Hi from XYZ Podcast! Cross-show promotion? Hi X! If they don’t, and you can’t find it anywhere else, as a last resort you can reach out over Twitter or IG DMs, but these shouldn’t be your first stop–and when you do, keep it brief and leave your email address so you can continue the conversation outside of their DMs. Most shows will have an email or contact form listed on their website. All of that will help you be extremely persuasive and compelling when you reach out. The first step to finding shows that make sense for cross-promotion is research! Find shows that looks like viable targets and then (this is very important) listen to them! You should also see if you can find any press coverage or reviews of the podcast, and read that as well. Of the three models, this one is the most likely to cost you actual money to run.įor the most part, if your audiences are of similar size, cross-show promotion doesn’t cost money, but if you’re trying to get a promo slot on someone with a VERY large audience, it might.
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These are generally longer-running agreements that can last a series of months or a full season, and generally sound like a promo swap. The third main model is a sponsorship model. This takes a lot of trust (because the audience may have their hopes up for a new episode, especially on discontinued shows) and a deep understanding of each show’s audience. The end result is that a full episode of your show gets dropped into the feeds of the subscribers of the other show. Sometimes there’s an intro from the show’s host at the top of the episode, too. Instead of the show publishing an episode they created, they’ll publish an episode of your show to their feed. I most often see these on shows that have seasons, and therefore a season break, have gone on hiatus, or have ended completely–sometimes you can see them in shows that take a holiday break, too. This could be something you put together and send over to them, or potentially they could talk for a bit about how much they like the show in the style of a host-read ad.Ī second model is the episode swap. Most popular is the promo swap–that’s when in place of a pre-, post- or mid-roll ad, a podcast will run a teaser or trailer for your show. With the caveat that podcasting (and podcast marketing) is a growing and innovative field, right now there are three main models of cross-show promotion. It’s win-win! What does cross-show promotion look (or sound!) like? The best part about cross-show promotion, though, is that the average podcast listener listens to between 3-5 podcasts–so it’s not like you’re losing listeners or “stealing” them from the shows you advertise on. When you advertise on a podcast, you already know that the people who you’re reaching listen to podcasts (because they are when they hear your promotion) and they don’t have to go from your Facebook ad on their desktop to the podcatcher they’re using on their phone.
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Cross-show promotion removes the of the biggest hurdles in acquiring new podcast listeners (teaching them how to listen to podcasts, if they don’t) and the biggest hurdle in advertising (friction in getting someone to do what you want). Why would you want to do that?Ĭross-show promotion is one of the best and most effective ways to grow your podcast’s audience. It’s simple–cross-show promotion is when you advertise your podcast on another podcast. We’ve rounded up our best practices, tips, a sample email, and a quick hack below–read on for more! So, what is cross-show promotion?
And when it comes to growing an audience, cross-show promotion is our #1 recommendation to do so. When it comes to podcasters, we know that, for most of them, growing their show’s audience is their #1 concern.
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