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TikTok for Podcasters: The Unconventional Guide to Audience Growth

June 11, 2024 Deciphr AI
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So, you're a seasoned podcaster. You've got Twitter, Facebook, and Instagram down pat, and you're churning out audiogram trailers like a well-oiled machine. Now, you're thinking of expanding to TikTok and you're not quite sure how to go about it.

In this blog, you’ll learn the following tips:

  • Embrace the TikTok Culture
  • Collaborate with TikTok Influencers
  • Leverage the Power of TikTok's Algorithm


Embrace the TikTok Culture

Let's get one thing straight, TikTok isn't just another social media platform; it's a culture in itself. It's not about polished, professional content; it's about authenticity, creativity, and fun. So, if you're approaching it with a traditional social media mindset, it's time to flip the script.

To be fully immersed in the TikTok Culture, here’s what you need to do:

  • Spend time on the platform. Understand the trends, the language, the humor. It's a world of its own, and the more you immerse yourself in it, the better you'll understand how to create content that resonates.
  • Don't just promote, create. TikTok users aren't looking for ads, they're looking for entertainment. So, create content that's fun, engaging, and true to your podcast's brand. Think behind-the-scenes clips, bloopers, or even mini-episodes.
  • Engage with your audience. TikTok is a two-way street. Respond to comments, participate in trends, and collaborate with other creators. The more you engage, the more visibility you'll gain.

For example, the podcast Call Her Daddy has effectively used TikTok to grow their audience. They share funny and relatable clips from their episodes, which often go viral and attract new listeners. This allows viewers to capture snippets of their latest episodes.

This strategy enabled them to reach 2.1 million followers and 50.8 million likes on the platform alone.

Pro Tip: TikTok is all about short, engaging content. So, how do you condense an hour-long podcast into a 60-second video? You don't. Instead, you create micro content - bite-sized pieces of your podcast that are designed to intrigue and engage.

Here's how you do it:

  • Identify the highlights of your podcast. These could be funny moments, insightful comments, or controversial statements.
  • Create a 15-60 second video around this highlight. This could be an animated audiogram, a clip of you recording the podcast, or even a skit.
  • Always include a call to action. Tell your viewers where they can listen to the full podcast, and encourage them to follow you for more content.

Collaborate with TikTok Influencers

In the world of marketing, influencer collaborations are hardly a novel concept. But it's surprisingly underutilized in the podcasting world. But here's the kicker - collaborating with TikTok influencers can be the secret sauce that takes your podcast from good to great.

Here's how you can start collaborating:

  • Find your people. Identify influencers who align with your podcast's theme and audience. It's like finding the perfect dance partner - you want someone who can match your rhythm and complement your moves.
  • Initiate the collaboration. Once you've identified potential influencers, it's time to reach out to them. This could involve proposing a shoutout, inviting them for a guest appearance, or even creating a unique challenge related to your podcast. The key here is to foster a mutually beneficial relationship.
  • Leverage their audience to grow your own. Tap into their follower base. Ensure your podcast is mentioned in their video description or comments. This way, you're not just borrowing their audience, you're inviting them to become part of your own podcast community.

Take Tiktok Talks for example. They feature all of your favorite Tiktok creators and leverage on their following to grow its engagement.

Pro Tip: TikTok duets are a unique feature of the platform that allows users to create content alongside another user's video. This is a fantastic way to engage with your audience and other podcasters.

To use this feature for your podcast, you should:

  • Find a popular video in your niche. This could be a video from another podcaster, a clip from a popular show, or a trending topic related to your podcast.
  • Create a duet with this video. Add your own commentary, reaction, or spin on the topic.
  • Encourage your audience to duet with your videos. This not only increases engagement but also helps spread your content to new audiences.

Leverage the Power of TikTok's Algorithm

TikTok's algorithm is a beast, but it's a beast you can tame. Unlike other platforms, TikTok's algorithm is designed to promote content discovery, making it a good chance for creators to expand their reach.

So how do you leverage the algorithm? Here's how:

  • Use hashtags strategically. TikTok's algorithm uses hashtags to categorize content and serve it to users who have shown interest in similar content. So, use relevant hashtags to increase your content's visibility.
  • Post consistently. The more content you post, the more data the algorithm has to work with, and the better it can promote your content to the right audience.
  • Pay attention to your analytics. TikTok provides in-depth analytics to help you understand what's working and what's not. Use this data to refine your content strategy.

Pro Tip: TikTok is a whirlwind of trends. Whether it's a quirky dance, or a viral  issue, these trends are the lifeblood of the platform. Ride on them.

On TikTok, the Trending Page is a great resource for finding trends. It displays a range of current trends and allows you to see how other creators are interpreting them. You can also find relevant influencers by searching for specific hashtags. Still, the best way to identify a TikTok trend is to simply use the app. Scroll through your home page, explore, and pay attention to what you're seeing and hearing.

As a podcaster, you can harness these trends to amplify your podcast's reach. Here's your roadmap to trend-jacking:

  • Identify a trending song or challenge that aligns with your podcast's theme. This is your chance to merge the TikTok zeitgeist with your unique content.
  • Create a TikTok video using this trend. This could be you talking about a podcast episode while doing a trending dance, or using a trending song as background music for a clip from your podcast.
  • Don't forget the power of hashtags. Utilize relevant hashtags to boost the visibility of your video. This is your ticket to reaching a wider audience and potentially going viral.

The Saving Grace podcast ticked off all the right boxes on TikTok. They share teasers for their latest episodes, using attention-grabbing 'clickbaity copy' on their covers. They master the art of a strong call to action at the end of their videos, ensuring viewer engagement. Moreover, their consistent branding is on point! Just spending 10 seconds on their TikTok page gives you a solid understanding of what the show is all about.

Wrapping Up

In conclusion, TikTok is not just another social media platform, it's a culture, a community, a stage where authenticity and creativity reign supreme. This means that as a podcaster, TikTok can offer you an incredible opportunity. You can reach into this bustling ecosystem and expand your own reach, amplifying your voice. And there are numerous ways you could do this.

Whether it's by immersing yourself in the TikTok culture, collaborating with influencers, or leveraging the algorithm, each strategy offers a unique pathway to connect with your audience and grow your podcast.