Spotify research shows that users who follow a show or podcast typically listen to it 50% more than those who don’t. With so much attention on growing your audience, especially in your podcast’s early stages, it’s easy to see how retaining your existing audience could fall to the wayside. But, it’s those listeners who keep coming back.
Not only do followers listen to more episodes, but they are likely helping you reach new audiences too. According to our Fan Study, recommendations from family and friends are the top source of podcast and show discovery.
That’s why it’s important to consistently engage your audience after that first hook, so they will stick with you and become your advocates. Here are eight ways to build and keep a loyal following for your show.
1. Remind the audience to follow your podcast
Getting listeners and viewers to follow your podcast on Spotify is key for boosting podcast engagement. Followers are notified every time you release a new episode, which encourages routine streams and keeps your show top of mind.
Remind your audience to follow your show so they’ll be regular listeners. Include that call to action across all your podcast or show channels and touchpoints. Ask the audience to follow your show at the beginning and/or end of episodes, in episode descriptions, in social media content, and add a link to follow your podcast across your communication channels.
2. Engage your followers with comments and polls
Elevating the experience for your followers on Spotify and across all platforms will promote podcast engagement. Provide more personal ways for fans to engage with you and perks of following your show directly beyond new episode notifications. Invite listeners to actively participate in the planning and design of your podcast as collaborators.
Comments and polls are an effective way to bring your listeners into the conversation. For example, you can ask your listeners their opinions on what guests, topics, or bonus content you should pursue with polls. Or, you can ask your fans to join a conversation, encouraging them to contribute their thoughts and stories in the comments to be mentioned in a future episode. By following your podcast, they can comment or respond every time you add a poll to an episode and help shape the future of your show.
Additionally, Spotify research found that these interactive features support increased listening. On average, listeners that engage with a show listen to or watch 42% more of it. Direct your fans to engage with you via comments and polls in your episode intros, podcast description, and your social content to boost participation.
3. Offer a podcast subscription
Subscriptions can organically create loyal fans by their very nature. People that subscribe to your exclusive bonus content are literally signing up to get to listen each time you release a subscription episode.
Offering a show or podcast subscription is a way to nurture your existing audience with the type of content they love from your show. Before launching your subscription, spend some time analyzing your most popular episodes and asking for audience feedback to determine what bonus content to offer. Then, you can create the kind of content that your listeners will want regular access to, plus make some money as a nice bonus.
4. Use analytics to connect with your audience
Chances are, your podcast audience is made up of people varying in age, location, and gender. Podcast analytics give you those demographics and the insights you need to further connect with your listeners.
You can use this information to help plan content and target your marketing to those audiences. Let’s say you have a pop culture podcast and your audience is mostly women in their 30s from England. You could plan episodes about British TV, music, fashion, and celebrities that appeal to millennial women. Topics and guests that resonate with your current audience will keep them engaged and coming back for more.
5. Start an email newsletter
Email marketing is a great mobilizing tool for creators. Email is another way to update your audience on new episodes, tease future topics and guests, share news and announcements, and deliver fun and supplemental content that relates to your show. This kind of content keeps your fanbase interested and listening to new episodes.
In addition to creating quality email content, focus on growing your subscribers to attract more loyal listeners. Encourage your audience to subscribe by promoting your newsletter in episodes and across your online channels. Pitch your newsletter as a way for your subscribers to never miss an episode and stay in the loop on all things related to your show. You can even offer email-exclusive intel to entice subscribers.
6. Read fan messages in episodes
Asking listeners to send emails, record voice messages, leave comments, and respond to polls are all great ways to boost podcast engagement. Reading them aloud with permission from the creator in episodes takes it a step further. The chance for listeners to be acknowledged on your show, and have their questions answered is a valuable incentive for them to become loyal fans.
Communicating directly with your listeners in episodes makes for intriguing podcast segments. You can put out an open call for listeners to ask for advice, share their experiences and mishaps, or any other kind of correspondence. Then, they can listen in to hear if their messages come up, and other listeners can learn from them and be inspired to submit their own. This fosters a sense of community and makes listeners feel like they are truly a part of your show.
7. Build a community on social media
If you haven’t already, you should create social media accounts for your podcast or show on the platforms where you get the most engagement. Four of the top social media channels for creators include Instagram, TikTok, Twitter, and Facebook.
Promoting your show on social media is a powerful tool for podcast discovery. Building a community around your show is how you draw in loyal listeners from those channels. To do that, you need to inspire engagement by bringing in your audience to the conversation. Instead of just posting that you have a new episode available, combine it with a video or audio clip, a thought provoking teaser, a memorable quote from the episode, or a question about the episode for your audience to respond to.
For example, if you have a video podcast, that’s a perfect opportunity to post a 10 or 30 second clip from the episode. For an audio podcast, you can post an audio clip over an image or graphic. Ask your followers to comment with their favorite insights or moments from episodes. Create a static text post, a TikTok video, or an Instagram Reel with quotes or facial reactions from recordings that make your followers do a double take. These are all ways to pull your audience in, get them to interact with content, and entice them to listen.
Increase podcast engagement by adding value
One thing all of these tips have in common is they each add value for your audience. When you consider your current audience and what appeals to them, you’ll naturally encourage them to become loyal followers. Whether it’s the quality of your content, your bonus material, or the way you interact with your community, think about what stimulates and excites them.
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