Podcaster Resources

Finding Your Audience | TikTok Podcast Promotion

Have you made the decision to dive into the new world of TikTok podcast promotion? It can be a daunting platform for a new user, but promoting your podcast on TikTok can be simpler than you think.

One of the biggest mistakes you can make when starting out on TikTok is thinking that if you post high quality content consistently, the algorithm will do the rest of the work. While this is true for many other platforms, and somewhat true for TikTok, finding your audience and engaging with similar creators will really take your profile to the next level.

When you post a TikTok, the app’s algorithm shows your video to a handful of people who have interacted with videos like it in the past. If these users interact with your post, they’ll show it to a bigger handful of people, also with similar interests, and so on until you (hopefully) go viral.

This setup may seem difficult to hack, but there are ways around it, including finding your TikTok audience organically.

1) What are your audience’s interests?

If you’ve been on TikTok for more than a few days, you’ve likely discovered how WILDLY specific and personal the “For You Page” can be. When finding your TikTok audience, think about what draws listeners to your podcast in the first place. Then think about what their interests are beyond your podcast topic as well. What would show up on one of your listeners’ FYPs?

2) Find creators in that community

Once you figure that out, start to explore these communities on TikTok, even if the topics aren’t necessarily relevant to your podcast. If they’re relevant to your listeners, you can use that to bring them to your profile organically.

3) Regularly explore relevant hashtags

If you’re not sure how to find these communities, try searching by hashtags. While hashtags may not do much for algorithmic discovery anymore, they can work wonders for organic discovery and promotion.

4) Interact with users in the community

While exploring relevant hashtags and popular videos within the communities, figure out which creators have a big presence, discover popular trends, and find relevant hashtags that you may not have thought of. Then, figure out how to integrate all of this into your TikTok strategy.

We suggest duet/stitching with popular creators and reading through comments sections as starting points. Duet/stitch video functions and the comment section are both awesome opportunities for you to add your unique perspective and expertise, or elaborate on topics your podcast covers to position yourself as an expert voice. Don’t be afraid to start a conversation, make a joke, or add your hot takes!

Doing all of these will make you more likely to show up in your target audience’s FYP, but may also help bring them to your organically. Either way, it can help with organic discovery of your podcast’s TikTok page, and therefore, your TikTok podcast promotion strategy overall.

P.S. – If you don’t have a TikTok for your podcast, make one today! The app has an estimated 1 BILLION monthly active users. These staggering numbers suggest there is a TikTok community for virtually every interest (including YOUR podcast topic!).

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