TikTok For Podcasters

Dec 19th

If you’ve ever lost hours scrolling through TikTok, chances are you’ve seen snippets from podcasts on your feed. Plus, with the news that TikTok is preparing to launch a podcast app, you may wonder if you should use the platform to promote your pod. With over 1 billion monthly users, TikTok offers plenty of opportunities. So, we’re on hand to explore TikTok for podcasters and how you can use the ever-growing app to build your audience. 

TikTok audience

TikTok allows creators to reach a demographic that is traditionally harder to reach. TikTok data has shown that 80% of users are 16 – 34, with the majority under 25. Do you know who else falls into that demographic? Over half of podcast listeners. So, there’s plenty of overlap between TikTok users and podcast fans. 

A world of opportunities

There’s already a strong podcasting community on TikTok, and it’s growing as video podcasting becomes more popular. Here are three reasons why you should consider jumping on TikTok:

  • There’s an opportunity for tremendous organic growth even with a limited budget
  • If you get started now, you’ll still be a relatively early adopter, putting you ahead of the game 
  • Gen Z are tastemakers, and TikTok offers a prime opportunity to reach them 

How to promote your podcast on TikTok

If you’re ready to try your hand at TikTok, here are some tips to get you off to a strong start. 

Nail your branding

When you set up your TikTok account, ensure that your brand identity remains at the core. Opt for a bold profile picture, a relevant username and a punchy bio – you only get 80 characters.

Use teasers

While you can post videos up to 10 minutes long on TikTok now, that doesn’t mean you should. Using short-form video content to appeal to short attention spans is the way to go. Remember, if someone’s never heard of your podcast, you have seconds to pique their interest. So, opt for ‘best bit’ snippets that showcase your podcast well. 

Teasers can establish your voice within the niche, challenge perceptions, spark interest, highlight special guests, and SO much more. If you’re sharing a longer clip, start with a short, snappy introduction, so viewers know what the video is about; this is a great example. 

Create BTS content

As with podcasting, authenticity always goes down well on TikTok. Using BTS (behind-the-scenes) clips is a great way to diversify your content and showcase your personality. Experiment and find what works, from setting up for a recording to editing and bloopers; variety is key.

Master your hashtag strategy

TikTok has become a search engine, with nearly half of Gen Z using the platform over Google search. To show up in these searches, using relevant hashtags is essential. This is an excellent resource for all things TikTok SEO.

Leverage your guests

Got a guest with a decent TikTok following? Be sure to create plenty of assets they can use to promote the episode on their page.

Be prepared to jump on trends

Of course, the goal is to promote your podcast, but you can still jump on trends, especially when they’re super relevant. Follow other TikTokers in the same niche, popular TikTokers and strategists to keep up with trends.

Don’t post and ghost

Finally, remember you’re not just on TikTok to post. Instead, it would help if you spent time engaging on the platform to build your digital footprint. Community-building is big on TikTok, so ensure you’re setting aside time to engage. 

It’s worth remembering that, as with all social platforms, getting results on TikTok can sometimes feel hit and miss. So, don’t get disheartened if you’re struggling to gain traction. Instead, stay consistent, and the results will come.

Best in class

Need some inspo? Here are some of our favourite podcasters on TikTok: 

Black Gals Livin


The Receipts

Steven Bartlett

The Nearlyweds 

Grace Beverley

The Girls Bathroom

Spend time checking out these best-in-class examples and jot down what you think they’re doing well. Then, you can build a strategy that suits your niche and appeals to your target audience. 

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