The surge of podcasts on TikTok is facing uncertainty due to possible platform restrictions. While TikTok has been praised as a way to discover podcasts, creators who go viral report mixed success in turning engagement into actual downloads.
This picture, taken in Moscow on October 12, 2021, shows the Chinese social networking service TikTok's logo on a smartphone screen. (Photo: KIRILL KUDRYAVTSEV/AFP via Getty Images)
Facing Uncertainty Amid Potential Ban
The usual thinking is that using video content is the best way to promote podcasts. This means sharing exciting snippets from episodes, hoping they'll go viral on TikTok and attract a younger audience.
But even those who know TikTok well admit it's not always clear how engagement there translates to actual listeners. The future of TikTok's role in promoting podcasts is now uncertain.
The US House of Representatives recently passed a bill requiring ByteDance, the Chinese company behind TikTok, to sell the app or face a ban in the US. If the bill passes the Senate, it could change social media, though its impact on podcasting may be less clear.
Major media platforms incorporate TikTok into their marketing strategies, yet success is often elusive. While celebrity interview programs aimed at Gen Z, such as Call Her Daddy and The Really Good Podcast, thrive on TikTok, they represent the minority.
Interestingly, discussions regarding the potential implications of a TikTok ban on marketing strategies have been notably absent in internal deliberations at several prominent audio firms.
According to Planet Money executive producer Alex Goldmark, there's anecdotal evidence based on feedback received via emails, comments, and surveys suggesting that TikTok helps raise awareness about the podcast and vice versa.
Despite finding success on TikTok, The Verge reported that Goldmark remains cautious about depending solely on the platform, emphasizing the need for adaptability.
He notes that while some of his explainers have gained traction on the TikTok algorithm, the conversion rate of viewers clicking through to listen to the show off-platform remains relatively low.
Using TikTok for Promotion
Gary Arndt, host of the popular history podcast Everything Everywhere Daily, has seen some of his TikTok explainers gain traction, but analytics show minimal off-platform engagement from viewers.
Despite tens of thousands of views, Arndt observes single-digit click-through rates daily, highlighting the platform's preference for retaining users.
Arndt finds traditional marketing methods more effective, such as purchasing promos on similar shows or advertising within podcast apps like Overcast and Castbox, which contribute to his monthly 1.5 million downloads.
He stresses the importance of treating podcasts as media properties and emphasizes the limitations of relying solely on social media for promotion.
TikTok has proven influential for some podcasters, such as Cristina Lumague of Espooky Tales and Historias Unknown. With 215,000 followers, she sees occasional viral posts, leading to a temporary surge in her 2,000 weekly downloads.
Lumague, targeting a youthful audience and adapting to TikTok's style, considers the platform crucial for distribution. Advocating against the potential ban, Lumague engages in activism via reposts and emails, preferring written communication over calls.
While some podcasters eye Instagram as an alternative, Lumague finds it lacking, noting its emphasis on polished visuals. Even Arndt, with a sizable Instagram following, deems it ineffective for podcast promotion compared to TikTok.
