The good news is that there are plenty of options for podcast discussion. Choosing a couple to focus on can help you to:

• Connect with listeners in a more intimate manner
• Strengthen your podcasting community as a whole
• Get feedback and improve your show
• Source ideas for new topics

If you make the time and effort, responding to podcast comments and participating in online discussions can seriously benefit your podcast.

Best Places for Podcast Comments & Discussion

There are plenty of places online where you can ask for podcast comments and get in on the episode discussion. Here are some of the more popular options:

1. Reddit

Reddit is a good place to discuss many topics, including podcasting. You can find people of all interests there, and chances are at least some of your audience is hanging out on Reddit.

Reddit for Podcasters: Authenticity, Participation, & Depth

Read article called: Reddit for Podcasters: Authenticity, Participation, & Depth

You can hang in a general discussion group like r/podcasts or r/podcasting. But you might also want to find a subreddit that’s specific to a niche or show, such as:

• Show: No Sleep Podcast Reddit
• Genre: True Crime
• Genre: History

You’ll want to explore a bit, find out which subreddits are active, and see where your ideal listeners hang out.

2. Facebook Groups

There is a Facebook group for pretty much anything podcast-related. Whether you want to talk about creating a podcast or dig down into specific shows or episodes, chances are you can find the right fit.

Most podcasts come out of the gate with some sort of Facebook group set-up — even if they don’t necessarily keep it up down the line. But you can expand your audience by checking out different niche groups that you think might be interested in your content.

How to Leverage Facebook for Podcasting Success & Growth

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Creating a Facebook group or page for your show will give Facebook-using listeners an obvious way to leave podcast comments, though, and it’s where many successful indie podcasters run their communities to this day.

3. Discord

For those unfamiliar with Discord, it’s a VOIP messaging platform where you can post video, audio, and text messages and live chat with those currently online. It’s used by gamers, influencers, and hobbyists alike — and there’s no reason you can’t use it for podcast comments and episode discussion.

Discord for Podcasters: Engagement Without Exasperation

Read article called: Discord for Podcasters: Engagement Without Exasperation

Like Reddit and Facebook, you can find general podcast-related groups, niche groups (podcasting and otherwise), or create a Discord specifically for your podcast. There are different benefits to participating in any of these:

• You can connect with a fan base you already have
• Source ideas for upcoming episodes
• Get feedback on your show
• Expand your audience

It’s important to note that if you’re creating a server specifically for your show, you’ll have to put in some work to manage it. Of course, you may be able to connect with some trusted fans and distribute the workload. Our full guide to Discord for podcasters can help you get up and running.

4. YouTube

YouTube is an extremely popular podcast consumption platform where comments are ingrained into the culture.

The YouTube comment section is kind of the Wild West of the internet — anything goes, and the conversations are not always the most productive. That said, they do provide an opportunity to interact with listeners (or viewers) who want to engage with your show.

How to Put Podcasts on YouTube (Even if You Don’t Record Video)

Read article called: How to Put Podcasts on YouTube (Even if You Don’t Record Video)

Now, sometimes this section is a dead prairie landscape with a tumbleweed rolling by, but you can add a call-to-action sometime during the episode or provide some sort of bonus if they throw a comment down below. It’s not guaranteed to get the comments rolling in, but it sure doesn’t hurt.

YouTube is one of the largest search engines in the world. Unlike some of the above options, people don’t necessarily have to dig around or join to access your community — so you’ll want to respond to podcast comments accordingly.

5. Your Website

Having a website for your podcast is important because it’s the only place where you have complete control over the content.

Ideally, this website is run through a content management system (CMS) like WordPress or Squarespace, allowing you full control over what you put up. Your CMS isn’t (or shouldn’t be) where you upload your episodes, but they’re embedded there, and it’s the best place to share links and point folks towards.

Here’s an episode of Podcraft created as a blog post on WordPress. If you make a similar post for your episode, you can turn on comments and encourage discussion there.

Of course, not everyone’s ready (or willing) to build their own site from scratch. So, for those who want an easier route, platforms like PodPage are explicitly built to create podcast websites and have commenting capabilities.

Podpage Review: Make a Quick, Easy, but Great Podcast Website

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Regardless of where your website is hosted, enabling your audience to write podcast comments on your latest episode can build a more engaged community. You can help boost this by adding podcast episode discussion topics or a call-to-action question at the bottom of the post.

6. How to Comment on Spotify Podcasts

Podcast comments on Spotify are relatively new, but they’re a great addition to the listener and creator experience.

Listeners can leave comments on individual episodes, and the creator can respond to them. The podcaster also has the power to turn off all comments, review them before publishing them publicly, or block accounts that are trolling or spamming them.

7. Podchaser

Podchaser is widely considered “the IMDb of podcasting”. It’s an excellent feature-packed and platform-agnostic platform for listeners and creators alike.

You can get and give podcast comments on Podchaser in the form of episode reviews, so a 1-5 star rating will accompany your comment. Creators can reply to these reviews, too.

How to Get More Podcast Comments

No matter which platform you point to or options you recommend, avoid generic requests to “leave a comment” or “give me feedback”. If you want to compel folks to engage with your content, be more specific in your ask. For example:

• Do you agree with what’s been said today in relation to [X]?
• So now you’ve heard all about my experiences with [X], how has it been for you?
• I’ve talked about my favourite [X] on this episode; now let’s hear about yours.

They may be your listeners, but many still like to be heard. You just need to ask them the right questions!

The Future of Commenting on Podcasts

One of the significant strengths of podcasting is that it’s spread across many apps and listening platforms, so it’s never at the whim or mercy of any one company or CEO. However, this means that features like podcast comments are fragmented and leave little pools of listeners isolated here and there instead of all together in one place.

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One promising venture on the horizon is the Podcasting 2.0 initiative’s “Cross-App Comments” feature. Here, many clever hosting providers and app developers are exploring ways and creating tools to help podcasting tech work together. Whether this is a pipe dream or a realistic goal remains to be seen, but if you like the sound of it, it’s worth supporting and doing what you can to help spread the word!

Picking the Right Avenue for Podcast Comments

As we’ve just learned, there are plenty of ways to connect with your audience via podcast comments and episode discussions, but you probably don’t want to do them all.

Engaging with your fans will only be fruitful if you do it regularly. Between planning, recording, editing, and publishing your show, you probably won’t have the time to check in on a bunch of different platforms. It makes the most sense to figure out where your audience is and focus there.

Of course, occasionally check in on other platforms where podcast comments are available. If you see some uptake there, you can focus more on it, going forward, too.

As mentioned earlier, your website is one of the best places to gather and engage with podcast comments, and one of the best ways to get your own podcast website is via Podpage. We have a full Podpage course inside the Podcraft Academy, so check it out if you’d like some help setting up and optimising your space over there!

It seems that every day, more and more people are becoming privy to this secreted, multi-faceted source of entertainment and knowledge that we’ve struggled to keep under wraps in the last few years.

In 2023, a whopping 79% of people in the US were familiar with the concept of podcasting. Even my grandmother knows what a podcast is. Granted, she has no idea how to get them, but she knows they exist.

Podcasts are not that new of a medium (some would argue they’re not new at all). But in the past few years, we’ve seen them created and downloaded at record rates.

So, let’s dig into why podcasts are so popular right now.

1. The Content is Easy to Access

If you have a smartphone, tablet or computer, you can access a podcast with next-to-no effort. Your phone and tablet most likely have a native podcatching app built right in, but if not, it’s a few quick swipes, and you have one. With a computer, you can type “podcast” into Google, and the first few results will give you access to podcasts.

Not only are they easy to access, but in 99%* of the cases (*not an actual reported number), podcasts are free. Sure, you can access a premium listening app like Spotify, which offers some exclusive content. But most podcasts are available at no cost, right there in an app or browser.

This easy, free access makes podcasting a popular option for entertainment or knowledge.

2. You Can Listen to What You Want

There are over 89-millon* podcast episodes available (*an actual reported number) for listeners to choose from. Chances are, whatever you want to listen to can be found in podcast form with a few clicks or a couple of keywords in a search.

Whether you fancy an in-depth discussion on a particular true-crime case, want to catch the latest political news, need to escape with a fictional story or want to up your business game with some new tips and tricks, there’s a podcast for that. You can even use podcasts to get your next ASMR or Binaural Beats fix.

We live in a content-driven world, and people want to be delivered content on topics they want. The popularity of podcasts can, at least in part, be attributed to the fact that it’s the listener’s choice. You can pick and choose exactly what you want. 

3. Podcasting is a Multi-Task Friendly Medium

I don’t know anyone who just listens to a podcast episode. 

I listen to Dateline while I work, True Crime Obsessed while I blog, and 48 Hours and Forensic Files while I research—but I never sit in a chair with a glass of wine and simply listen to a podcast. And I truly don’t know anyone that does.

Us podcasters would love to think that our audience is solely focused on us when we’re laying down our expert knowledge and superior comedy skills. But podcasts are almost meant to be listened to while you do something else. 

And it’s that ability to be put on as entertaining (or informative) background noise that answers the question of why podcasts are so popular. They’re a great choice for so many situations—driving, cleaning, cooking and working! 

4. They Build Intimacy

When I say that podcasts build intimacy, I’m not talking about connecting you with a loved one—though if you enjoy podcasts together like you would television, that very well could be the case. Instead, I’m talking about intimacy with the hosts.

When you watch Avengers, and you see Chris Evan’s Captain America on the screen you feel a connection to the character and possibly, by extension, the actor. But you know it’s not the real person. 

But when it comes to podcasting, especially in the non-fiction space, you connect with an actual host (or several). They also tend to be a lot more accessible via social channels or email than your average media personality. 

Listening to a podcast is like hanging out with friends and enjoying a discussion on a topic you’re interested in. The relationship that’s established helps podcast listeners keep coming back.  

5. Podcasts Provide an Instant Community

Podcasters built communities to engage and grow their listenership. But this does more than simply increase download numbers and help engage sponsors – it attracts listeners who are looking for a community.

The communities surrounding podcasts are one of the assets that make them unique and apart from other entertainment-based mediums. The communities are closer to those that you might experience with a blog than a film or television show—private spaces to interact with podcast hosts, a look into the behind-the-scenes world and lots of interaction with other members of the community.

Do Other Forms of Entertainment Drive Podcast Popularity?

There’s a debate around what made podcasting “explode” into the mainstream. For some, it was Serial, a podcast where investigative journalist Sarah Koenig delved into the 1999 murder case of Hae Min Lee. For others, it was when Apple pre-installed the Apple Podcasts app on iOS devices. Both happened in 2014, and these factors likely contributed to the growth of the medium in that period, though it’s worth pointing out that podcast audiences have almost always grown, year after year.

Podcasting is a self-sustaining medium, but it doesn’t exist in a vacuum. More than a decade ago, Ricky Gervais’s RSK XFM radio show became a hugely popular podcast. Fast forward to 2022, and we saw the TV show Only Murders in the Building revolve around the plot of running a true crime podcast. Between all that, you’ve got podcasts made into movies and TV shows, TV shows made into podcasts, and a whole host of famous folks and “influencers” from other platforms and mediums bringing their followers over to podcasting.  

The Popularity of Podcasts Is Only Increasing

The history of podcasting can be traced back to its “audio blogging” roots, and it has grown slowly and steadily since October 2000. During that time, popular podcasts have come and gone, and there have been various podcast trends along the way. Recently, stories were even doing the rounds that podcasting was dying. But as Mark Twain once said, “Rumours of my death are greatly exaggerated”.

Podcasting is now part of mainstream popular culture, and it’s a big part of many people’s lives, too. But there are still billions out there who, for one reason or another, still haven’t yet discovered this brilliant medium. On the one hand, that feels a little sad, but on the other, it’s a huge opportunity for podcasting to continue its growth long into the future. There’s a real power in words, and through podcasting, those words can be delivered right into the ears of the folks that need them!

Podcast Statistics & Industry Trends 2024: Listens, Gear, & More

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There’s less risk involved on the side of the company selling the product, which makes it more likely that they’ll take a chance on a newer outlet. This is great news for new podcasters because it means you don’t have to rack up thousands of listeners before you can start to make money.

But before you can start using affiliate marketing to make a little cash, you need to understand what it is, how to use it most effectively and what the best programs for beginner podcasts are. And we’ve got all of that information right here.

If you already feel clued up about affiliate marketing and want to jump straight to the recommendations, then have at it!

What Is Affiliate Marketing?

Affiliate marketing is pretty simple. As a promoter, you get paid by a company whose product you advertise when someone purchases through your unique link.

It’s a win-win scenario for product makers and promoters alike. Products get more advertising, and you make money when you effectively share products and services you love. 

With affiliate links, your audience doesn’t pay any more for a product or service—in fact, in many cases, they get a discount. But you make a cut of the profit when a sale is completed. 

How to Use Affiliate Marketing for Your Podcast

Affiliate marketing is a lot easier to do than most people think. Usually, it is as easy as sharing a link with your audience. This is why it’s one of the simplest ways podcasters can start to monetize their show.

There are three main ways that podcasters can promote affiliates:

Promote Them on Your Show

The most obvious way to promote your affiliate links is to share them on your show. This is easiest to do when you have a special or unique link that people can easily go to, like affiliate.com/thepodcasthost, or yourwebsite.com/affiliateproductname—that way, your audience can easily type it into their browser. A great tool to create such links is Pretty Links. And, to get unbelievably meta, our link to Pretty Links is an affiliate link!

Include Them in Your Show Notes

Beyond telling your audience about a particular episode and sharing links on your topic or guest, your show notes can help you build revenue with affiliate marketing.

You can discuss an affiliate opportunity in your show, then include the link in your show notes so your audience can access them easily. While you might not be able to flash a link on the screen while they’re listening, you can make it easier for them to support you.

Add Them to Your Website, Blogs, or Emails

Websites are wildly underutilized tools by podcasters. Usually, they hold links to the latest episodes, maybe a bio for your hosts and a link to your Patreon page—that’s it. 

But there is much more you can do on your website to promote and build revenue for your podcast. And adding affiliate links is one of those things. Whether you add a banner, sidebar advertisement, and affiliate page or make a new blog post for each affiliate, there are tons of opportunities.

Keeping a “Resources” page on your website is good practice where you add any product, service, or tool you find interesting or useful. Some might be affiliates, but they don’t all need to be.

If you run an email list, affiliate links can be effective here, too, as they’re immediately clickable!

Declare Them!

If you’re using affiliate links on your show or site, give your audience a heads-up about them. Tell them you might earn a commission if they buy through these links. You might also want to assure your audience that you’d never use an affiliate link for a product or service you don’t recommend. Trust and integrity are priceless.

Best Affiliate Programs for New Podcasters

So now that we’ve got the basics laid out, you’re undoubtedly dying to start your affiliate marketing ventures. Here are eight types of affiliate program you can apply for today, even if your podcast is still in the planning stages.

1. Amazon Associates

Amazon gives everyone a chance to try their hand at affiliate marketing with Amazon Associates. You simply need to open an account and start sharing links—you’ll have 180 days to make three qualifying sales before your account is reviewed.

Unfortunately, Amazon affiliate links tend to be pretty messy and not that aesthetically pleasing. However, you can use a WordPress plugin like Thirsty Affiliates to make them easier to share during your show. You can also place the links on your podcast website and show notes to direct your listeners to relevant purchases.

With an Amazon affiliate account, you can link to almost any physical product, giving you many options. But you’ll want to be careful that you’re not just recommending things for the sake of making money and focus on things relevant to your audience. 

2. Audible

If you listened to a podcast, you’ve likely heard about Audible. It’s an online book and podcast program owned by Amazon and run through Amazon Associates. So, anyone with an account can promote it. Their regular program payout goes as follows:

• $0.50 per audiobook sale
• $5 for a free trial digital membership
• $10 for an Audible gold member purchase

However, they also have a specific creator program podcasters can use that gives you $15 per trial signup through a custom link, which is great for promoting on your show. It’s the ideal beginner affiliate program for podcasters because of the similarities between enjoying audiobooks and podcast episodes.

3. Skillshare

Skillshare is an online learning platform where you can learn more about things you’re passionate about—from graphic design and photography to running an online business or designing your space. It’s a wildly popular program that offers a great affiliate program that podcasters can participate in.

There are over 34,000 courses you can promote to your audience, and in exchange, you can earn 40% commission, up to $67, for every new customer you refer to Skillshare. This affiliate program pays out every month and accepts beginners into their program, so long as you can prove that you have a viable program that aligns with their mission. 

This is a particularly good beginner affiliate program for podcasters that are in the business of learning. If your podcast teaches something so someone (like entrepreneurship or marketing), you could make some genuine cash to support your show.

4. Alitu: The ‘Podcast Maker’ App

Alitu is our own product here at The Podcast Host. It’s a ‘podcast maker’ web app designed to make podcasting as quick and easy as humanly possible. It does this by automating most of it and offering podcast-specific tools for the rest. This makes Alitu perfect for beginners, non-techy folks, and time-strapped podcasters.

If you run your own podcast, it’s only a matter of time before you start getting some “How do you do this?” questions.

By partnering with us as an Alitu affiliate, you can point folks in our direction, safe in the knowledge that they’ll be in the best possible hands. On top of that, you’ll earn a recurring 20% commission for each person who signs up. That means you’ll get a percentage of their membership fee, monthly, for as long as they’re a member.

At Alitu, we have everything they need to help them get set up, not only to launch their podcast but to grow one that thrives.

Alitu is one single software for recording, editing, producing, and hosting podcasts. It’s designed with simplicity, automation, and efficiency in mind, making it perfect for newbies, non-techy folks, and people short on time.

Gone are the days of learning the ins and outs of Compression, EQ, and Noise Reduction. Alitu simply does it for you. Complex DAW editing interfaces are replaced by a clean and intuitive interface that makes cutting, editing, and arranging segments a breeze. There’s even a text-based editing option in Alitu now.

Alitu has a free music library, auto-generates transcriptions, and you can upload, publish, and distribute your podcast from directly within the interface, too.

We also have education, training, and support in place for our customers. We don’t just want folks to easily start their podcast; we want to enable them to keep going. And without the overwhelm and expense of multiple tools, logins, and subscriptions, we genuinely believe we’re the best place for new podcasters to create their future.

So, if you’d like to earn passive income whilst helping the next generation of podcasters find their voice, be sure to join us as an Alitu partner today.

Apply to become an Alitu affiliate.

5. BarkBox Subscription

Who doesn’t love dogs? Unless you run the “I really hate dogs podcast”, chances are your audience is full of dog lovers who would delight in supporting your show. Barkbox offers an affiliate program that pays out for purchases on their subscription programs and at their store.

With Barkbox, you need to apply for all of the different affiliate programs they offer—BarkBox, BarkShop and Super Chewer—individually. Each program pays out differently—$18, 10%, and $20, respectively.

If you sense that your audience contains more cat people than dog lovers, perhaps something like WhiskerBox might be more up your alley. They offer a 10% commission for subscriptions you bring in.

6. Podcast Hosting: Buzzsprout, Captivate, & Podbean Affiliates

We’ve already mentioned Alitu, our podcast-maker tool, which includes podcast hosting as one of its many features.

There are many other great podcast hosting providers out there, too, though. So if your audience is already clued-up on things like recording and editing, and is just looking for somewhere to publish their episodes, then you might become an affiliate for someone like Buzzsprout, Captivate, or Podbean.

With Buzzsprout Affiliates, you can earn $20 for every paid account you refer. Every person you refer to Buzzsprout will also receive a $20 credit in their account, too!

With Podbean Affiliates, you earn $25 for each referred user signing up for a Podbean Unlimited Plan, and each person you refer will receive a one-month free trial.

With Castos Affiliates, you can earn 25% recurring commissions on all of your referrals for the life of their accounts. You can also earn 10% commissions on their podcast production and launch services. 

And with Captivate Affiliates, you get a 25% recurring payout for the lifetime of every podcaster that you refer, based on their payment term. Payouts depend on whether referred customers choose to pay monthly or annually.

7. Moosend

Need a user-friendly tool to create amazing email campaigns without breaking the bank? Then Moosend is for you. The platform sports an array of features, including a drag-and-drop builder, landing page designer, forms, custom reports and automated workflows.

Moosend’s affiliate program can benefit both you and your audience. You can introduce your audience to a tool that will help them cut back on cost while increasing engagement and conversion, while you can earn a passive income through lifetime commission.

To make your affiliate marketing efforts easier, the program will equip you with ready-made resources like banners, logos, one-pagers and guides. You can find all these in your affiliate dashboard when you join the program.

The Moosend Affiliate program offers a tiered commission structure. More specifically:

• Bronze Group (0-5 paid accounts) with 30% recurring commission
• Silver Group (6-10 paid accounts) with 33% recurring commission
• Gold Group (11-25 paid accounts) with 35% recurring commission
• Platinum Group (26-35 paid accounts)  with 37% recurring commission
• Diamond Group (36 or more accounts) with 40% recurring commissions
• 90-day cookie duration
• $5 minimum threshold

Sign up to the Moosend Affiliate Program

8. Affiliate Marketplaces: Awin & ShareASale

Here, we get pretty Meta: an affiliate program within an affiliate program, a bit like that Leonardo Di Caprio film. This approach means you can refer publishers to an affiliate platform like Awin or ShareASale, earn if they sign up, then sign up to their new affiliate program and start earning via that, too!

You’re likely signing up to these platforms anyway, and you become an affiliate by default, so they’re a no-brainer.

Our links here are, unsurprisingly, affiliates…

• Awin – Refer a new revenue-driving publisher to Awin and earn $30.
• ShareASale – $150 referral fee for each qualifying merchant signed up through your referral links.

Affiliates for Podcasters: FAQ

We’re asked many podcast affiliate program-related questions in our IndiePod Community, so it made sense to answer a few of the most frequent right here!

What is Passive Income?

The term “passive income” essentially means earning money whilst not actively performing any job or task. The utopian idea of passive income is that you create some content, then go and lie in a hammock in the Bahamas whilst the money rolls in. In reality, any successful passive income needs regular maintenance and upkeep. However, the fact that you can earn whilst you sleep, take a holiday, or even lie in a hammock is still pretty cool.  

Can I Have More Than One Affiliate Partner?

It’s rare for an affiliate marketer to be limited to working with one single partner. Most creators have a handful of affiliate products or services they promote and earn from. Some affiliate partners will forbid you to do things like direct price comparisons between them and competing services, though. If you create content that puts two platforms head-to-head, it’s best to check the terms of your agreement to avoid any repercussions.  

Can Commission Rates Increase With My Conversion Rate?

Yes, it’s possible that if your conversion rates are high, a partner will increase your rate of affiliate commissions. Depending on the platform or partner, this might happen automatically. Or, if you have more of a direct relationship, you may be invited to talk with them. In these situations, the podcaster goes into negotiations in a strong position. Armed with this data, they’d be a candidate for a lucrative podcast sponsorship deal. They might decide to trade that for the uncertainty of affiliate marketing. Or, they might feel that there’s still plenty of money left on the table at this stage.

Popular Affiliate Networks & Platforms

There are a wide range of affiliate marketing program platforms out there. These third-party services mean that companies don’t need to build referral schemes from scratch. They also help businesses, products, and services by found by creators interested in promoting them.  

Some of the most popular include CJ Affiliate, Awin, Impact, and ShareASale (remember, these have their own affiliate programs, too!). There’s nothing to stop you from working with some or all of these affiliate platforms, so it isn’t a case of trying to settle on “the best” one.

Once you sign up to an affiliate marketing program, you can begin to applying to any schemes listed on the platform. It won’t be long before you’re up, running, and sharing your first affiliate links.

What Will I Find in My Affiliate Dashboard?

Your affiliate platform’s dashboard means you can easily manage multiple referral schemes in one place. You can create links to specific products or services, track clicks and conversions, and collect and withdraw your earnings.

You’re also likely to find promotional material, marketing assets, and other useful resources partners have created to help you create an impactful campaign. You might also find contact details for a company’s affiliate manager. It’s this person’s job to help optimise how they’re being promoted by partners, and most of them will be willing to chat with you any time you need help or advice.

Picking the Best Affiliate Program for You, Your Content, & Your Audience

While these seven affiliate programs are great for new podcasters, that doesn’t mean they’re the only options. The best affiliate for your podcast will be something that both you and your audience love. 

While some affiliate programs are better for beginners than others, applying for a program you know you want to talk about never hurts. There’s no better way to make money through affiliate marketing than to be confident in a product or service that you’re promoting.

And remember, we’d love to hear from anyone interested in becoming an Alitu affiliate. If you run your own podcast and have folks asking you how you go about it, Alitu is the perfect place to send them. As an Alitu affiliate, you’ll earn a recurring 20% commission for each person who signs up, which means a percentage of their membership fee, monthly, for as long as they’re a member!

Podcasts, blogs, and YouTube channels all fall into this type of work. What’s unique about the Creator Economy is that independent contractors focus on passion-based businesses, create their own audiences, and earn an income based on that tight-knit, curated ecosystem they’ve designed. Anyone can truly become a creator.

The only real parameters are your technology and the limits you put on yourself. The Creator Economy is the people’s economy, and it’s accessible and responsible for many of the celebrity and big-name careers you know about today.

Why Now is the Best Time to Become a Creator

The Creator Economy isn’t new, but it has become more prominent over the years. As long as blogs and YouTube channels have been around, people have made money creating. But the industry hit a BIG bubble in 2020 and 2021 during the pandemic. Honestly, this makes sense. Everyone was stuck at home looking for cheap entertainment.

But as the stay-home orders became lifted, the creator-ruled economy seemed to hit a plateau. And, as of late, we’ve seen a bit of a dip. There appears to be a decline in funding aimed at creator-focused start-ups, and ad revenue for platforms like YouTube has gone down.

Despite all this, it’s still a great time to become a creator. Fewer podcasts update routinely. So, while there seems to be more competition, standing out is easier. Plus, there are a ton of options for creators to carve out their own piece of the figurative pie.

From creating an intimate membership (like on Patreon) to providing good ole fashioned goods and services, creators can build a sustainable, diversified monetization strategy all on their own. If you want to be a creator and you’re willing to put in the time and effort, there is room for you in the Creator Economy.

How to Succeed in the Creator Economy

Yes, there is space for you in the Creator Economy. And yes, you can be successful even starting out right now. If you’re ready to start and make a name for yourself in the Creator Economy, these are my top three tips:

1. Be Honest With Yourself

The biggest mistake creators make is not being honest with themselves about setting goals.

There’s nothing wrong with wanting to start a podcast and make money. But that requires a different plan than a podcast you’re starting just so you can hang out in front of the mic.

Neither is the better choice, and there’s no wrong answer; you have to be honest with yourself and realistic about your goals. You’re starting (or growing) a podcast. What’s your end goal?

2. Stay Consistent

Even though many creators jumped on board between 2020 and 2021, now is a better time to start.

Yes, you would be two years ahead if you’d started then. But many creators that started during the pandemic are no longer producing content.

While there are over 2.4-million podcasts, less than half of those produce new episodes. The one thing that will make you truly stand out as a creator in 2022 and beyond is staying consistent.

Many of us struggle to release that episode per week, eventually letting our shows die off. Breaking through that barrier is one BIG way to differentiate yourself.

3. Advocate For Your Show

At the height of the creator economy, advertisers were throwing money at small creators trying to get their brands in front of engaged audiences. That’s not exactly the case anymore.

There’s still advertising money in this $104-billion space. But it’s up to you to advocate for your cut of the pie.

Hollywood stars don’t get plucked off the street anymore. So, there’s no sense in waiting around to be “discovered.” If you want to make money and engage audiences, it’s up to you.

That means not only approaching advertisers you want to work with but moving beyond relying on ad money. You’ll want to put a real monetization strategy in place.

Ready to Get Started?

The Creator Economy is designed by and made for people like you. Those with a passion for doing and stories to tell. The truth is, appearances can be deceiving, and you don’t need a BIG door and a welcome mat to make your way into the space. Start by creating a solid business plan, thinking outside the box regarding revenue options, and focusing on creating an end product (AKA a show) that both you and your audience love.

But before we get into this, we should clarify that I’m a podcaster — not a lawyer. If you need legitimate legal advice, you should talk to a real one. I don’t think listening to true crime podcasts is the same as going to law school.

1. Not Getting a License For Your Music

One of the biggest mistakes I see podcasters make is using music they don’t have a license to use. That means whoever owns the track hasn’t specifically given you the legal right to use it as part of your show.

This is a big no-no. Not only does it unfairly use someone else’s creative work without giving them the proper compensation, but it can cost you a pretty penny if you’re caught. I often hear people say their show is “too small,” but big or small, it’s a big podcasting legal mistake. The person or organization that owns the track has every right to file suit against you.

Podcasters often cite “fair use” when it comes to using music that they like instead of that which they’ve legally licensed. Unfortunately, legally, that’s unlikely to get you very far. There’s no actual rule (in US Copyright Law) that allows you to use any portion of a song 5, 10, 30 seconds, or even 10 percent.

You can only use music you’re legally allowed to use in your show, such as music you license through a stock site like Shutterstock. Otherwise, you risk facing a costly lawsuit. And, perhaps, a hefty fine.

2. Not Using Contracts

Contracts are there for a reason. They help protect all parties involved in cases where something goes wrong. That’s why it’s so important to have a contract — or some formal agreement — in place before you start working with anyone else on your podcast.

“Anyone else” includes everyone from your cohost to guests, sponsors, and even subcontractors, like an editor or a virtual assistant. Contracts ensure everyone has clear expectations and responsibilities and can help curb legal issues down the road.

If your cohost suddenly decides to quit, a contract can ensure they don’t take your podcast name or website with them. Likewise, suppose a guest decides they no longer want their interview posted despite it being your most popular episode. In that case, a contract can ensure it’s your decision whether that happens or not.

Contracts are simple to use and can make your life considerably easier down the line. They become increasingly important when money’s involved. However, by that time, it can sometimes be too late to secure the best deal.

3. Not Disclosing Your Sponsorships

Disclosure is important for many reasons. Most importantly, it helps your listener understand your relationship and potential biases. If you’re being paid, it goes without saying that you should disclose that fact. But not doing it is a big podcasting legal mistake.

But, even if you’re not being paid, you should still disclose any potential conflicts of interest. If you’re interviewing someone from a company you’ve invested in, that’s a conflict of interest. Likewise, when you recommend a product from a company you have an affiliate relationship with, that also needs to be disclosed.

The key is to disclose to your audience any relationship you have that can cause a bias. This way, they can make their own decisions about the information you’re sharing.

4. Not Getting Permission to Use Other People’s Work

The same rules that apply to using music on your podcast apply to any other form of content. Any time you use someone else’s work — image, video, or words — you need to get permission first. This is true even if you give credit. Failure to do so can result in a cease and desist letter or even a lawsuit.

There might be limited circumstances where you can use someone else’s work without getting explicit permission first. But what those circumstances look like is a question for a legitimate lawyer who can advise appropriately. Honestly, as a general rule, get permission. It’s just not worth the risk.

Avoid Podcasting Legal Mistakes

Podcasting is fun and rewarding, but it’s important to avoid legal mistakes. These four common podcasting legal mistakes are avoidable if you’re being smart with your show.

Making the right disclosures, ensuring you have permission to post anything you’re going to post, and using contracts can help you avoid legal hot water. Keep these things in mind, and you’ll be able to focus on creating great content without worrying about the legalities.

Evaluating Old Content

Podcasts vary in theme and episode style, so giving you a step-by-step process to evaluate your content isn’t going to be helpful. But I can tell you what to look for when you re-record old podcast episodes.

1. Popular Episodes

I know what you’re thinking — everyone’s already heard our most popular episodes. You could be right (though you might be surprised), but they’re popular for a reason.

If you take a look, your most popular episodes probably have searchable titles, interesting concepts and bring in a trove of new listeners. If they’re more than two years old, it could be worth a revisit.

I’m a firm believer that repeat content isn’t a bad thing. With a new spin and fresh life, it can be a fun flash-to-the-past for your listeners. I don’t know about you, but there are several podcast episodes I can listen to on repeat.

2. Topics That Could Use an Update

Let’s say you run a true crime podcast, and the Bacon Axe Murderer (not a real serial killer, that I know of anyway) is suddenly caught.

You covered his episode in season three, but the break in the case makes it worth a revisit. Instead of jumping in with a 10-minute recap, it might be worth re-recording the old episode (with updates) as a new piece of content.

3. Content That Went Under the Radar

Once, in the middle of a between-season break, we published an episode we called the “lost episode of Hatley Castle.” It was an episode that I’d lost track of until coming across it by chance.

I should have waited until the next season, but I dropped it as a “bonus” instead. However, due to the break, it slid under the radar and still remains one of our lowest to date. Episode anomalies like this can easily be revisited.

4. Content That Provides an X-Value

This last point is case-by-case. It’s OK if there aren’t any that meet this criteria. Here we’re looking for episodes that stood out for a reason unrelated to the above. Perhaps they were mentioned in a blog or linked in a newsletter. Essentially they had an unpredictable element that got your podcast noticed for another reason.

What Can You Do With Old Episode Content?

Once you’ve decided what content you’d like to revisit, it’s time to figure out what you want to do with it.

But before we get into your options, it’s important to point out what we’re not doing — we are not republishing the old episodes as-is with a new date.

Can you do this? Absolutely. But that’s not reviving an old topic; that’s filling a gap for the week.

1. Update and Re-record Old Podcast Episodes

The easiest choice is to re-record the content.

You’ll want to ensure you update it, as a lot can happen between the original release and now. It’s also worth noting that you want the re-recorded content to provide a fresh, new outlook on the topic.

So, take the time to listen back to the old content and update your script accordingly. Have there been any new developments? Has your opinion changed?

2. Paywall Old Episodes

Whether you re-record old episodes or not, you always have the option to drop them behind a paywall. This could include a single payment to “unlock” all earlier episodes, it could be a per-episode fee, or you could bundle certain topics together.

Keep in mind this only works as an income-earning opportunity if the content is high quality or interesting enough for people to want to pay for it. Plus, you need to remind people that the option is there (you’ll want to discuss it).

If you are going to paywall episodes, make sure you let everyone know what you’re doing. Be upfront and clear about what they can pay to access. You can paywall content through a platform like Patreon. Or you can add a “buy now” button to your site or podcast player page.

3. Repurpose as Something New

This final option comes highly recommended by everyone: repurpose your old content into something new. This could be as simple as a blog post or a video tutorial. However, to get more podcast content, I recommend bundling or breaking down topics.

For example, some of our early episodes were listicles — “most haunted beaches” or “haunted hotels in Las Vegas.” In the updated versions, we broke them down into their individual stories.

But the reverse — bundling content into listicles — is possible too. This requires more work than the first two options, but it results in recycled podcast content that truly feels fresh.

Ready to Revive?

If you have a large back catalog of content, I would highly recommend you take a look to see what opportunities you might be missing out on. With years of past content, it’s possible you have easy opportunities staring right in your face — little work required.

There are endless possibilities when you re-record old podcast episodes and give them new life. It just takes a little creativity! Just make sure you space out your recycled content. You should still continue to put out fresh content too.

If you’ve been podcasting for a while, you probably have a wealth of content sitting there just waiting for a second chance. Most podcasters consider their back catalog simply “old episodes,” but there is an opportunity to take them further.

It’d be a shame to think that all the episodes you’ve published are one-trick ponies. That back catalog of content could be revived to bring you an entirely new audience. Or even reengage the old one.

Whether you want to create something new entirely, revamp something old or do a bit of both, there are plenty of ways you can turn old content into fresh, new ideas.

Why Repurpose Podcast Content?

Repurposing your podcast’s old content has four primary benefits:

1. Save time
2. Save money
3. Grow your audience
4. Grow your income

But this save and grow strategy does more than simply bolster your show; it can expand your brand. To me, that’s the real asset.

The biggest podcasts out there don’t get that way because they have an awesome show. Yes, that’s an important part of growth — one of the most important. But beyond that, they have strong brands. And stellar brands serve a specific audience in multiple ways.

How to Repurpose Podcast Content for the Biggest Impact and Profit

There are a lot of ways to monetize your repurposed content and grow your audience. But we’re going to focus on three set-it-and-forget-it methods that won’t add a lot of long-term work into your routine. You modify, optimize and monetize a piece of content, and once it’s published it works for itself.

Blog Posts

Blog posts are an easy win if you have formal scripts. But even if you don’t, you can use your show’s transcript as a base post to repurpose podcast content. However, you will have to modify it to ensure it’s formatted for a reader, not a listener reading.

A good, solid blog post is:

• Optimized for search traffic
• Easy to navigate with headings, lists, and other scannable tools
• Provides clear value to the reader

Most importantly, it’s not an exact regurgitation of your podcast. Each piece of content needs to function on its own. It won’t be consumed by listeners looking to follow along (that’s what a transcript is for), it’s for those seeking the same information in blog format.

How Do Blog Posts Grow Your Audience?

Chances are you understand the importance of search engine optimization. You may even use optimization tactics in your show notes and titles. But, due to their format, a written blog post provides a larger opportunity for searchability.

Turning your already-published episodes into blog posts can make it easier for new listeners to find you through Google and other search engines. Not only will they spend time on your site, but you can embed the episode into the post and possibly gain new audience members!

How Do Blog Posts Make You Money?

Blog posts are a good long-term, money-making strategy. By optimizing your blog posts for search engines, you create an asset that can continue to generate traffic and clicks long after it’s published. But you can take that one step further by monetizing that content.

High-traffic posts can make money on autopilot with display advertising. The more visitors, the more money you make. You can bolster that income by including affiliate links. When you recommend a product and a reader makes a purchase, you get a cut.

YouTube Videos

If you run an audio-only show and haven’t ventured to video podcasting yet, you’re missing out. YouTube is the second largest search engine on the planet. So, like blog posts, YouTube content is a solid long-term asset to add to your brand.

The good news is, that you don’t need a full studio and product team to repurpose podcast content into YouTube videos. You can easily turn your audio podcast into a video show with just a few tools and some simple editing. Then voila, you’ve got another brand asset and potential income stream!

How Do YouTube Videos Grow Your Audience?

YouTube’s search engine capabilities make it worth considering when you’re looking to expand. Unsurprisingly, it functions much like good ole classic Google search with an emphasis on the use of keywords and information-rich descriptions. That means that while good content is important for growing an audience, there’s also a little formula in action.

It’s worth pointing out that the same people who watch YouTube videos aren’t necessarily also listening to podcasts. If you decide to expand to video, you can do so without worrying about keeping time with your audio show. It’s OK to treat it differently, even if it’s technically the same piece of content.

How Do YouTube Videos Make You Money?

YouTube’s hands-off monetization methods also share similarities with blogs. The easiest way to make money is monetizing your traffic with Google Adsense. Google’s built-in advertising platform is the ideal way to make money off quality content that garners consistent views.

Affiliate marketing is the second primarily-passive way to make income via YouTube videos. These aren’t as straightforward as a blog post where you drop a link right into a text. You’ll need to mention the affiliate link right into the video, along with including it in the description. But, if you’ve got a high-traffic video and something relevant to promote, it can be a good monetization method.

Digital Products

When you’re looking to repurpose podcast content, digital products aren’t the first method that comes to mind. However, there are plenty of opportunities and you can often earn a larger profit.

While the digital products you can offer depend on your show, some examples include:

• eBooks
• Courses
• Templates
• Special edition content (like offering a purchase option for retired episodes)
• Event content such as attending a live recording session

Digital products are anything you can think of that provides value enough that people are willing to pay.

How Do Digital Products Grow Your Audience?

Audience growth with digital products varies depending on what you’re selling. If you’re a business-focused podcast selling templates, it can expand your audience beyond those that listen to your show to those that are interested in that product.

However, I would say that digital products are more akin to expanding your email list instead of your direct podcast audience. When someone opt-ins to receive a digital product, they usually provide permission to use their email addresses for marketing purposes. But if they’re on your list, you can tell them about your latest episodes.

How Do Digital Products Make You Money?

Digital products work like any other product, but you don’t give the purchaser anything physical. Instead, they “take home” a digital good like a PDF or access to a video, no shipping required!

The downside to working with digital products is that they tend to take a little more upfront work. But instead of making $0.30 when 1,000 people watch your video or $1.20 in commission sales for recommending a $100 pair of jeans, you make the entire profit minus program or transaction fees.

Digital products are also a one-time effort type of deal. You make it once and sell it as many times as you can. Sounds like a better deal, no?

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Ready to Repurpose Podcast Content?

If you’re looking to start repurposing, start at your analytics and identify your most popular pieces of content. They’re already doing well with your current audience; chances are there’s a bigger audience out there just waiting for you. When you know what’s bringing in your audience, you can start brainstorming ways to refit, refresh, and repurpose it. Need more ideas on repurposing content? You can check them out in Colin’s content stacking series.

If you’ve never looked at the data in your niche, now’s the time. No one’s expecting you to become an SEO (Search Engine Optimization) expert in seconds, but having an idea of what’s being talked about can help create a podcast calendar that will attract listeners and keep them coming back.

Does SEO Make Sense For a Podcast Calendar?

Researching SEO keywords is a good way to figure out what people are interested in. It’s not the be-all, end-all, it can come in handy when you’re trying to plan out your podcast content calendar.

Keywords give us a historic view of what people are interested in and when they’re most interested in it. Seasonal topics like Christmas gift ideas or Halloween costumes start popping up in the summer. That way retailers and content creators know when they need to start bringing in those seasonal topics.

But what does that mean for podcasters? Well, we’re not going to start talking about our favorite Christmas movies in July. But covering the best summer trip plan to Disneyland might be best while your audience is planning, not when they’re already there.

SEO can also help us find gap topics or low-competition, high-volume keywords if we want to throw in the real lingo. These are keywords that a lot of people are interested in, but, aren’t being talked about as much. In SEO terms, these topics are easier to rank for. But in content creation terms, there’s a gap that could be filled.

Focusing on SEO earlier in your planning process can help you:

• Sketch out a long-term calendar and cover topics when your audience is ready for them
• Identify gaps that your audience is interested in but hasn’t been focused on
• Bring in new listeners

… But We Don’t Just Want to Look at SEO

This all sounds good, but you can’t base an entire podcast schedule on keywords alone. You want to combine what you’re seeing in the numbers with real knowledge and information.

The keywords only tell us what people are searching for. The why, and what they’re actually looking for is up to you to find out. You need to take the keywords you’ve come up with and put some context together behind them. What is it about that topic in particular that interests your audience, and what does an episode about that look like?

If you’re running a travel podcast and you notice that “travel insurance” is a keyword you’d be interested in covering, you need to decide what an episode on that topic looks like. You’ll probably go beyond simply answering “what is travel insurance?”

Instead, the data might tell you that the same people who search “what is travel insurance” also ask:

• Why is it important to have travel insurance?
• What’s the difference between travel insurance and standard health insurance?
• How much does travel insurance cost?
• What’s the best travel insurance?
• What does travel insurance cover and what does it not?

Having a comprehensive look at keywords combined with good ole fashioned research can give you the overall picture of what a quality episode would look like.

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What Data-Driven Content Really Means

A true data-driven content calendar means that while we’re looking at external data sources like SEO keyword search tools, we’re combining what we find with the knowledge we have of our own shows. A good keyword doesn’t necessarily mean a good topic. Not everything is going to be the right fit for your show.

You want to look at your own metrics and figure out what your audience likes most. If you start with what’s already working, growing will be considerably easier. Then you want to take those good keywords and figure out whether or not they fit in your show and how.

With all of that information gathered, you then need to decide what you want to create. Good content tends to come from someone with a passion for the topic. Just because it’s hot for the marketing and the topic technically fits your show, doesn’t mean it’s the right topic for an episode.

Other Data Points Worth Looking Into

SEO keyword research is the big data point. However, there are a few places you can dig up “data” that can help you shape your podcast content — no monthly subscription to Ahrefs required. Essentially, you want to find out where people that love your content hang out. From there, you can garner ideas, tips and tricks. Some great places to look, include:

• Facebook Groups: There’s at least one group for everything under the sun on Facebook. It’s an idea-rich platform to topic mine.
• Reddit: The Reddit discussion threads are a great place for getting ideas. You can also use them to better cover the topic angles on your show.
• Twitter: It’s a fast-moving social world on Twitter, but there are plenty of opportunities to use the search function. It’s here you’ll find short and sweet thoughts about topics your audience loves.
• Google Trends: If you want to stay on top of up-and-coming subjects and what might be trending next.
• Pinterest: Pinterest is a great place for recipes and DIY projects, but you can also use it as a rich idea source.

Creating a data-driven content calendar for your podcast is the best way to build a show that sees sustainable growth. Honestly, it can be hard to come up with a new topic every week (or, however often you podcast). Taking some time to research and plan ahead can make creating content considerably easier.

The Podcast Host Planner is a journal for laying out your content calendar in a clear, logical, and accessible way. Why not pick up your copy today?

There could be an underlying belief that being creative doesn’t pay. Or it could simply be that they’re not making money yet. Whatever the reason, the question remains: should you start a podcast to make money?

The Realities of Making Money Podcasting

You can make money podcasting. We hear daydream stories about podcasters making big bucks and getting their big break. But, much like winning the lottery, that’s a little rarer. Average, everyday podcasters make some money with their shows. So if it’s on your goal list, you shouldn’t feel bad about it!

It’s a Long-Term Game

The podcasting groups are right about one thing: it’s unrealistic to believe that you’ll make money right out of the gate. You’re unlikely to make money right off the bat unless you have:

• A notable name
• A popular niche
• Podcast advertisers lined up

It’s not that it can’t, just that it’s highly unlikely.

One thing that advertisers are looking for is a steady, recurring audience. They want to know your audience is coming back before they write the check. If you don’t have a consistent audience, there’s no guarantee that they’ll take your word for it when you start to talk about sponsors and their products.

Right out of the gate, it’s really hard to prove your show’s worth.

Podcasting Can Be a Viable Source of Income

However, podcasting is a business. Or, it can be if you want it to.

Most podcasters start off treating their show like a hobby. If your ultimate goal is to make money podcasting — full-time or even part — you’re not going to get there by pretending that’s not what you want. If you want to make your podcast a business, you need to treat it like one.

Ad spending is skyrocketing. It’s over $1-billion right now, and it’s expected to increase over the next few years. Ads aren’t the only method to bring in money. Podcasters can also earn with:

• Digital product sales like courses
• Services such as consulting
• Premium content
• Physical product sales

The most stable choice is to combine more than one money-making method.

You Don’t Have to Be Massive to Make Money

Another big misconception is that it’s only massive podcasters that end up making money. While it’s the heavy-hitters that make the big podcasting dollars, the little guys can make money too. Specifically, small niche podcasts with active and engaged audiences.

A massive audience that doesn’t care about your opinion does nothing for a sponsor. Yes, it can get their name in front of a large group of people. But that doesn’t help them if the audience isn’t actively engaged or even cares.

Podcasting is akin to listening to your favorite YouTuber. An intimate trust is built week over week as the audience tunes in and the relationship moves something akin to old friends. It’s this unique relationship that provides the true value behind podcast advertising.

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So, Is It Bad If You Want To Make Money Podcasting?

No. There is nothing wrong with starting a podcast with the plan to make money, so long as you have a realistic understanding of the work involved.

Honestly, if you start with a plan to make money, you’re more likely to make that happen. You’ll also probably have a quicker and more direct road there. Especially compared to your podcasting counterparts who state “passion” as their main motive but are secretly waiting for their big break.

You’re not a sell-out if you want to get paid. Podcasting is a lot of work, and it makes sense to want to profit from something you put so much of yourself into. While it’s not a get-quick-rich scheme, there’s nothing wrong with turning it into a side hustle or full-time job.

You deserve it, go for it!

Rarely a day goes by in an online podcasting group somewhere where someone doesn’t post “My podcast has X downloads, we started X [months/weeks/episodes] ago, is this good?”

That first time you try to benchmark success factors is practically a rite of passage in podcasting. Responses range from “you’re doing great” and “wow, how did you do that” to “if you get even one person to listen you’re doing a great job” and “podcasting takes time to grow.” 

Obviously, as a podcaster, you want to hear the former. But, even if you do, it doesn’t really answer your question:

How good is good enough?

What should I be aiming for??

AM I SUCCESSFUL, DAMNIT?!?

The truth is, no one answers your question because no one really knows what makes a podcast successful. Or, more accurately, no one can agree.

What Actually is Success?

Let’s all pull out our fancy little dictionaries – and by that I mean Google or whatever dictionary app you have on your phone – and take a look at what the word “success” means. Defined (by Google), success is “the accomplishment of an aim or purpose.” Which doesn’t tell us anything either. And, that’s the point. 

Success is an abstract concept. It’s both relative and subjective, and the only person who can really judge it is you. 

Whether or not your podcast is successful depends on what you originally set out to accomplish. Did you simply want to start a podcast (check, success!) or were you aiming to bring in a truckload of cash (it’s on its way, they just don’t know where to park).  

This is why setting goals right off the bat is important! 

Most goal planning experts recommend that you make SMART goals. These are goals that are:

• Specific
• Measureable
• Achievable
• Realistic
• Time-based

These make evaluating your success (or lack thereof) considerably easier since you have actual data points to go by. 

For example: if you set out to make a million dollars in your first year of podcasting and you haven’t, by definition, you have not been successful. Likewise, if you set out on a mission to interview Tom Hanks on your podcast, and your name isn’t Connor Ratliff, you’re probably not there yet. 

Does “Success” Really Matter?

Pragmatically speaking, no one really wants to do something unsuccessfully. If you’re going to put the effort into podcasting, you want it to go somewhere. And you’re not alone.

We did a fancy little survey to see what podcasters actually care about. A whopping 69% of respondents — reporting that they “somewhat agreed,” “mostly agreed” or “strongly agreed” — said that the end result of podcasting and not the process itself was the point.

Which leads me to draw the conclusion that success in podcasting does, in fact,  matter.

So, How Do We Measure It?

I probably don’t need to reiterate again that there isn’t a single factor that can determine whether or not your podcast is a success. There isn’t a magic number, a bar to hit, or an arbitrary body of podcasters that sends you an award when you get to a specific point. 

However, there are a few success factors that you can take a look at. Viewed in combination with each other, they can give you a picture of what your show looks like:

1. How Many People Hear You

Download (or listen) numbers is where most podcasters head to first. Considering a podcast is an audio-based content that gets streamed or downloaded, looking at the numbers makes sense.

In most cases, you want to look at the first 30 days of each new episode as a litmus test on how your show is doing growth-wise. Ideally, this number will go up over time — the higher the better.

But there are a number of factors that can influence an individual episode. For example, the topic, guest, or even marketing effort you put in can change things. It’s also worth pointing out that while podcast metrics have been getting better over the years, they’re not perfect. 

Not all platforms have the same criteria for what counts as a listen. Likewise, obtaining the data from third-party sources has historically been challenging. Your best bet is to look at the numbers provided by your host. They can (theoretically) count the amount of times that your RSS feed was accessed.

However, not all hosts provide reliable information (I’m lookin’ at you SoundCloud) and even they have previously had issues getting data from platforms like Apple Podcasts. You can access data from individual players (like Apple Podcasts and Spotify). But it’s just as easy to use your host numbers with the understanding that they might not be exact.  

2. The Wads of Cash You’re Pulling In

Look, not every podcaster is out there to make money (and there’s nothing wrong with that). However, if you are someone who aims too and does, it can be a success indicator.

As with other business financial evaluations, you’ll want to take a look at the profit (not revenue) of your show. That is the amount of money you bring in from all sources minus anything you spend to make that happen (like your hosting expenses).

It’s great to know your revenue, but it doesn’t all go back into your pocket. If your expenses are exceeding the revenue you’re bringing in you’ll have a negative profit. As far as success goes, that’s not where you want to be.

3. Reviews and Critiques

My least favourite (but still somewhat valid) method of evaluating success is through reviews and critiques. While you could effectively argue that there is merit in calculating the number and reviewing the contents of your reviews and critiques, I’m not sure they’re an actual success factor.

Why am I not a big fan of them? There are three primary reasons:

• People are more likely to review something when they feel negatively about it 
• You can totally tip the scales if you get your grandmother and her entire knitting club to throw you Apple Podcast reviews
• There’s no real basis for what makes a critic a professional critic. I run a movie blog (granted it mostly talks about my love of Tom Hanks movies), does that make me an expert? I think not.

There is a place and time for reviews and critiques (if you want to look at them — it’s certainly not mandatory). But, don’t base your entire view of success on them.

4. Traffic and Leads

If your podcast is set up to promote something beyond the show itself, then traffic and leads could be good success factors. 

Again, this isn’t a great method for every podcast out there. If you don’t have a website, landing page or social media profile that you can evaluate, or if you don’t gather leads, this won’t work for you. But if you’re running a show to promote your business, it might be a good idea to check it out.

5. Engagement

Engagement varies from podcast-to-podcast, and its definition is fluid.

It can include anything from how many emails you get to comments on your latest social media posts. Engagement can be more valuable than simple numbers. It shows not only that people are listening, but they enjoy it enough that they want to connect with you.

This is also a great metric to tell prospective sponsors. It can often indicate your influence (because listeners are more likely to make purchases). 

6. Listen Notes Score

Listen Notes — a podcast search engine — provides a number called the Listen Score. It essentially determines how popular a podcast is based on its own determination.

Normally, I wouldn’t include something like this in success factors, since it’s a tad bit vague how they calculate it. According to their website they use: 

“a mathematical model to calculate a Listen Score for each podcast, based on the 1st party data (e.g., activities on our website) and 3rd party data (e.g., media mentions, reviews…)” 

Which is a highly vague and non-descriptive explanation.

However, there is some value to this number considering many sponsors and advertisers use it to determine what podcasts they’re interested in working with. This number certainly isn’t the be all-end all, but it can help benchmark your show against others.

So, How Do I Measure My Podcast’s Success?

While all of these indicators are interesting, it’s not a great idea to cling to one as your sole indicator of success. Your best bet is going to be taking a look at all of them as a whole to evaluate your show. 

There are some some interesting benchmark numbers published by Buzzsprout that might give you a better idea of how your show stacks up against the rest. The 7-day numbers for new episodes seem to be a good starting point when evaluating the health of a podcast. According to them, getting:

• 26 downloads puts you in the top 50% of podcasts
• 231 downloads gets you in the top 10%
• 3,062 downloads gets you into the top 3%

However, it’s important to note that not all podcasts should be evaluated as a whole. A podcast operating in a small niche that gets 1,000 downloads per episode could be wildly successful. It’s really all based on context.

When it boils down to it, it’s up to you to make the determination on whether or not you’re seeing success with your show. You can look at every factor and compare yourself to every show out there, and you’re not guaranteed to get a true picture. 

Podcasting and not sure what you’re doing? Honestly, none of us are. But if you want a leg up, check out the Podcast Host Academy where you can find real actional advice and guidance (that thankfully isn’t written by yours truly). Whether you’re starting out or just need a little refresher, there’s something for you there.