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Alexis Hue

Nov 14
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How to Calculate the Impact of Podcast Visibility Optimization

By Podcast Analytics, Podcast Cover Optimization, Podcast Visibility Optimization

Podcast Visibility Optimization (PVO) helps increase your podcast’s reach by improving its position in search results on listening platforms like Spotify or Apple Podcasts. This article will walk you through simple steps to measure the impact of PVO on impressions and downloads so you can track your progress and calculate its ROI effectively.

What is Podcast Visibility Optimization?

Podcast Visibility Optimization (PVO) focuses on boosting your podcast’s visibility across major audio platforms like Spotify, Amazon Music, Apple Podcasts, and Deezer. The goal? To get your podcast in front of more listeners by appearing at the top of relevant search queries.

How much of your audience is driven by search vs. – other activities such as social media or PR could easily be estimated by looking at your Spotify dashboard. In the example below, Search represents 30% of Impressions, a benchmark that most of our clients’ shows tend to exceed.

Podcast Visibility Optimization’s first impact: increased Search Impressions

As mentioned above, the goal of Podcast Visibility Optimization (PVO) is to increase the visibility of a podcast on audio platforms’ internal search results.

The core objective of PVO is not just to rank highly for search queries but to ensure potential listeners are discovering your podcast. After all, there’s no point in having top-ranking positions if the podcast isn’t being shown to a significant number of users on platforms like Spotify.

If a podcast has a high ranking on several keywords but a low number of impressions, it likely means the search terms it’s optimized for have a low search volume. This would not translate to valuable discoverability and discovery for the podcast.

So, with PVO, it’s crucial to track Search Impressions. As outlined in our previous article, Spotify Impression Data: What It Means and How to Use It, the “search impressions” metric in Spotify analytics represents the number of times your podcast appeared in users’ search results

This helps gauge the podcast’s overall visibility and relevance within the platform’s search results. To date, only the Spotify for Podcasters dashboard provides this impression data, allowing podcasters to monitor the impact of their optimization efforts.

Spotify’s search impression metrics are a relatively new feature. Currently, Spotify provides data in a rolling 30-day format without options to export or view historical data. To track progress, you’ll need to regularly record these metrics manually. Although time-consuming, this helps gauge which PVO tactics are working and refine your strategy.

Podcast Visibility Optimization’s second impact: increased downloads

Like every online marketing funnel, more impressions translate directly into more downloads. Spotify for Creators (formerly Spotify for Podcasters) provides a clear visualization of your podcasts’ funnel.

On your dashboard, you will find two conversion rates:

  1. People you reached to People who showed interest. We like to call it “seen to clicked”.
  2. People who showed interest to People who streamed. We like to call it “clicked to downloaded”.

So, by simply applying the conversion rates to your increase in search impressions, you can estimate the number of extra downloads you won by improving your show’s visibility.

Here is an example:

Before Podcast Visibility Optimization:

  • Search Impressions: 500,000
  • “Seen to Clicked” Conversion Rate: 10%
  • “Clicked to Downloaded” Conversion Rate: 80%
  • Total Downloads: 500,000 x 10% x 80% = 40,000

After Podcast Visibility Optimization:

  • Search Impressions: 700,000
  • “Seen to Clicked” Conversion Rate: 10%
  • “Clicked to Downloaded” Conversion Rate: 80%
  • Total Downloads: 700,000 x 10% x 80% = 56,000

The difference in downloads is the impact of your PVO efforts: 56,000 – 40,000 = 16,000

In the example above, we have used 10% and 80% conversion rates, as many podcasts fluctuate around those numbers. However, conversion rates can vary greatly depending on your podcast’s topic, branding, and the specific search terms you are targeting, so please use yours.

Podcast Visibility Optimization + Podcast Cover Optimization = the winning combo

While Podcast Visibility Optimization (PVO) is crucial for improving a podcast’s discoverability, optimizing another key element—the podcast cover art—is equally important.

Podcast Cover Optimization (PCO) focuses on enhancing the visual representation of your show to maximize the “seen to clicked” conversion rate. Your podcast may rank high in search results, but potential listeners may not click on it if the cover art doesn’t attract attention. Testing and optimizing cover art boosts the ‘seen to clicked’ rate, creating a strong synergy when combined with PVO strategies.

As outlined in our previous article on Podcast Cover Optimization, testing and optimizing your cover art is essential for boosting the “seen to clicked” conversion rate. This, combined with the impression-driving power of PVO, creates the winning combination to take your podcast’s performance to new heights.

By aligning your PVO and PCO tactics, you create a synergistic effect that amplifies the impact of each strategy. Potential listeners are more likely to discover your podcast through improved search visibility and more compelled to click and check out your content due to its visually appealing and professional presentation.

Implementing this PVO + PCO approach allows you to maximize your podcast’s discoverability and conversion potential, ultimately leading to more downloads.

Flaws to the model

It is important to note that while allowing a quick estimation of your PVO efforts, the model has a few limitations:

  1. Keep in mind that this model relies only on Spotify data. You may need to extrapolate based on Spotify’s share of your total downloads to gauge impact across all platforms (like Apple Podcasts or Amazon Music). For example, if Spotify represents 50% of your downloads, you could multiply the extra downloads by two for an overall estimate.
  2. The conversion rates are broad averages, including Search, Home, and Library impressions. The conversion rates for search are likely different than the average of all impressions. Furthermore, the “seen to clicked” and “clicked to downloaded” rates may be higher or lower if you rank on branded versus generic search terms.

Conclusion

Podcast Visibility Optimization (PVO) is a powerful strategy for driving more listeners to your show. You can significantly increase your podcast’s discoverability and conversion potential by improving its rankings and visibility on major audio platforms.

While the PVO impact calculation provides a practical way to estimate the download benefits, the model has limitations, such as the need to extrapolate beyond Spotify data. However, the core premise remains true—improving your podcast’s visibility through PVO will directly translate into more impressions, clicks, and downloads.

Combining these PVO gains with optimized podcast cover art through a comprehensive PCO strategy will unlock an even more powerful one-two punch for podcast growth. By embracing PVO and PCO as complementary pillars of your marketing approach, you can maximize your show’s discoverability, conversion rates, and audience size.

The podcast landscape is crowded, but with the proper visibility optimization strategies, you can ensure your show rises to the top and reaches the listeners it deserves.

Sep 30
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Podcast consumption in Germany: Key insights for podcast publishers

By Podcast Industry

The media consumption landscape in Germany is evolving, and understanding these shifts is crucial for podcast publishers aiming to tap into this large market. The ARD/ZDF Online Study of 2023 (released in 2024) offers valuable insights into how Germans consume audio content, from traditional radio to podcasts and streaming platforms. For podcast publishers, these findings provide a clear view of the market. They could help build a roadmap to optimize content and distribution strategies to tap into the wider audiences in Germany’s digital audio space.

What is the ARD/ZDF online study?

The ARD/ZDF Online Study is an annual survey by Germany’s largest public broadcasters, ARD and ZDF. For over 25 years, it has tracked online media consumption and is therefore highly trusted. The study focuses on audio, video, and digital content trends and is a benchmark for understanding shifts in media habits in Germany. For podcast publishers, this study is an essential reference for navigating the evolving digital media landscape.

Finding #1: Audio dominates media consumption in Germany

The study shows that 81% of Germans aged 14 and above listen to audio content daily. This includes traditional radio, streaming services, and podcasts. On average, they spend about 175 minutes each day consuming audio, reflecting a return to pre-pandemic habits as commuting and daily routines resume.

Traditional radio still holds the largest share, reaching 68% of the population daily. However, digital audio formats, such as music streaming and podcasts, are steadily growing. For podcast publishers, that’s the opportunity.

Finding #2: Podcasts are growing, especially among the younger audience.

Podcasts are steadily gaining traction, with 20% of Germans tuning in at least once weekly. While this is still modest compared to radio, it marks consistent growth, especially among younger demographics driving the digital audio surge. The study shows that younger listeners (aged 14-29) are the most frequent podcast consumers, with 13% listening daily. Younger listeners (particularly those aged 14-29) are simply the primary drivers of podcast growth in Germany.

This highlights the need for podcast publishers to create content that appeals to younger audiences. Publishers can tap into this growing trend by focusing on relevant topics and formats.

As digital transformation continues, younger audiences are moving away from traditional radio. In workshops with broadcasters, we often challenge participants to “ask young people (aged 14-29) what FM or 101.3 FM means.” The younger the crowd, the less likely they are to tune in via a radio receiver—they click and swipe instead.

Germany is no different from other countries in this respect.

Regular Audio Consumption per Age Group in Germany

Finding #3: Podcasts and music streaming – a powerful combination

Streaming platforms like Spotify continue to play a central role in the podcast landscape in Germany. 36% of Germans use Spotify at least once a month, with 30% using it weekly. It has become the go-to platform for both music and podcast consumption, particularly among younger audiences. For publishers, Spotify is the battlefield, where they need their content to be discovered by leveraging Podcast Visibility Optimization, for example.

Interestingly, like in other geographies, YouTube is also emerging as a key player in the podcasting space, especially among younger listeners. While traditionally a video platform, YouTube’s vast user base and its appeal to younger demographics make it an important venue for podcast discovery. Repurposing podcast episodes into video content, such as audiograms or video podcasts, can help reach a wider audience and capture the attention of users who may not be traditional podcast listeners.

Listening Platform Usage in Germany – 2023 vs 2022

Listening Platform Usage in Germany by Age Group

Finding #4: Smartphones as the primary device for podcast listening

No surprise here. With 65% of podcast consumption via smartphones, mobile accessibility is crucial for podcast publishers. Listeners must ensure that their content is mobile-friendly, especially the cover art of their shows.

Finding #5: Promoting podcasts on radio

Despite the rise of podcasts, traditional radio remains dominant in Germany, particularly among older listeners. To leverage radio’s massive reach, podcast publishers should consider promoting their shows with radio stations. Be it internal cross-promotion (a radio promoting native podcasts produced by the same radio station), buying ads if economically relevant, or mentioning that the show listeners currently enjoy is also available on demand.

Finding #6: Podcast advertising is becoming of age

8% of the German population listens to podcasts daily, giving advertisers both the reach and frequency they need to allocate more budget to the medium. And like in other countries, podcasts offer a highly engaged audience, and ads embedded in podcast episodes often perform better than traditional online ads. For advertisers, podcasts provide a unique opportunity to connect with listeners more personally and directly.

Podcasts or Radio Replay usage frequency from 2018 to 2023.

The future of podcasts in Germany

The German audio market is at an exciting crossroads. Traditional radio maintains its strong presence, while digital formats like podcasts and streaming services continue to gain momentum.

This presents both opportunities and challenges for podcast publishers. While podcasts are still a growing medium, their increasing popularity among younger audiences offers significant opportunities for audience expansion. What’s happening in Germany mirrors trends across the EU, underscored by the country’s demographic shifts.

To succeed in this evolving landscape, podcast publishers need to stay ahead of the trends. This involves optimizing the visibility of their shows on platforms like Spotify and YouTube, while also delivering content that resonates with key demographics. Audiotiq’s Podcast Visibility Optimization (PVO) service is designed to boost your podcast’s discoverability on platforms like Spotify, where being found is crucial. Paired with our Podcast Cover Optimization, you can ensure your podcast will not only be seen but also clicked and, therefore, listened to.

Sep 16
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Podcast Cover Art best practices to grow your audience

By Podcast Cover Optimization

Podcast cover art is the small, square image that represents your podcast next to its title, similar to how an album cover depicts a record. It’s the first visual potential listeners see when browsing for new podcasts. Your cover art serves as the face of your podcast—it’s the visual identity that sticks in your audience’s memory.

A strong, well-designed, tested cover art will have a significant impact on conversion (from “seen” to “clicked”) and will entice potential listeners to click and start listening.

Furthermore, the role of the cover art is all the more critical when listeners searching for non-branded terms. When a potential listener is still undecided, quality cover art can be essential in making that choice

1. Minimize the amount of text or elements

When it comes to podcast covers, less is more. Overcrowded visuals and small text confuse your audience and make it harder to capture attention. Keep it clean and focused to draw listeners in.

Too much text or cluttered graphics make your podcast look messy and less appealing. Avoid designs that distract rather than attract.

A strong cover should instantly convey the essence of your podcast without overwhelming viewers with details. It’s not just about aesthetics—it’s about making your podcast stand out and get noticed by potential listeners. When in doubt, simplify.

The examples below show poor designs, which are overloaded with unnecessary graphics and text. These are common mistakes to avoid.

2. Think podcast, not radio

Podcast covers should follow podcast codes, not radio ones. A common mistake is including broadcast times or reusing visuals from a radio press release. These elements don’t fit the on-demand nature of podcasts and can confuse listeners. Mentioning that a show airs live every weekday at 5 p.m. offers no value in the podcast world, where listeners tune in whenever they choose.

Another misstep is overemphasizing the host’s face. While it may add familiarity if the host is a household name, the primary focus should always be communicating the podcast’s theme.

At Audiotiq, we’ve seen countless cases where managing the egos of radio presenters leads to status quo and sub-optimal covers. If the famous morning show host has her face on the podcast cover, why shouldn’t the less famous midnight presenter demand the same?

The critical question is: ‘Is this show personality-driven or content-driven?’ If the host is recognizable and drives the show’s success, their image can attract listeners. However, if the focus is on the content, a cover that reflects what the podcast is about will be far more effective.

And let’s not forget: having broadcast frequencies on your podcast cover is useless. Podcasts are not tied to traditional frequencies—they’re on-demand, accessible from anywhere at any time.

3. Stand out from competitors

When designing your podcast cover, it’s crucial to research your competition and ensure your cover stands out from the pack.

As the podcast landscape becomes more crowded, especially within specific niches, a unique cover helps attract potential listeners.

The key is balancing relevance to your podcast’s theme while incorporating visual elements that set your show apart from others, making it instantly recognizable and memorable.

In the example below, for the pregnancy niche, most covers tend to show a rounded belly in black and white. The last one on the right stands out by its colors.

4. Associate with your brand

Your podcast cover should align with your brand’s identity to build recognition and trust, whether you’re a media outlet or a non-media brand. Colors, fonts, and logos used on the cover must match your brand elements, making the podcast instantly recognizable, just like the cover art from NPR and Babbel below.

Consistency across all platforms strengthens your brand and helps listeners recognize your podcast at a glance, making it easier for them to trust its content before engaging with it.

5. Follow the guidelines

Designing your podcast cover art may seem straightforward, but it’s essential to follow the specific guidelines of each platform to ensure your cover displays correctly across directories.

Like mobile app icons, podcast platforms have standards that must be met. Luckily, for both Spotify and Apple Podcasts, your cover art should be squared and 3000 x 3000 pixels.

Apple has extra requirements for the content they will promote (at their own discretion, of course), and the needs vary between full-page show art, channels, hero section, background, etc.

The platforms distribute your content. They have guidelines. You need to follow those. Period.

6. Size matters…a lot

Your podcast is often seen as a small icon on platforms like Apple Podcasts or Spotify. This holds true even on a computer, but on a phone screen—which is how most listeners view it—the icon appears even smaller. That’s why your podcast cover art must remain clear and recognizable when scaled down to thumbnail size.

To test this, reduce your design to about 55 x 55 pixels as a JPG file. Ensure key details, like the title or logo, are still easy to read at that size.

7. Consider adaptability

Your podcast cover art is more than just for the podcast platforms. When promoting your content, you are likely to repurpose it for social media, newsletters, your website, and even print.

So, designing with versatility will allow recognition and amplify your promotional efforts.

8. Test your cover art, and then test it again

Testing your podcast cover art is crucial for success. Sometimes, the cover you least expect can drive the best results.

Since platforms like Apple Podcasts and Spotify currently don’t offer any A/B testing possibility, a panel test is the most effective way to test cover art.

Panel testing goes beyond just measuring clicks—it provides valuable feedback on how your cover is perceived across different demographics, such as age and gender. Those deeper insights ensure your cover resonates with your target audience and maximizes engagement.

Our team at Audiotiq has seen icon tests improve app downloads in the mobile world by more than 10% and in the podcast world by 29% after four iterations. This is a benchmark good enough to seriously consider running a panel test for your cover art.

9. Bonus Point Track: Take advantage of seasonality

Keep holidays, events, and seasonal trends in mind. By incorporating themed visuals, you can benefit from that little boost in positive emotions in your audience and differentiate yourself from your competitors.

A good example is adding a Christmas flavor to your cover art around the New Year holiday. Mobile apps do this often to enjoy a slight uptick in downloads.

Here is what Subway Surfer does, for example.

Conclusion

Your podcast cover art is often the first thing potential listeners see, so making a solid impression is crucial. The cover should be visually appealing, clear, and memorable, especially in smaller sizes. An effective cover design will boost the ratio between potential listeners seeing and clicking on your icon, attracting more listeners.

Panel testing is essential to ensure your cover resonates with your audience and stands out in crowded directories. Panel tests allow you to gather valuable feedback from real listeners, providing insights into how different demographics perceive your design. This data-driven approach helps you refine your cover and maximize its impact, ensuring it truly connects with potential listeners.

Jun 20
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Boost Your Podcast Visibility with Spotify Recommender

By Podcast Analytics, Podcast Visibility Optimization

Spotify Recommender is a powerful tool designed to deliver personalized podcast recommendations based on user preferences and behaviors. Let’s examine how podcast publishers could use it to boost the visibility of their shows.

What is Spotify Recommender?

Spotify Recommender is a sophisticated system designed to deliver personalized music and podcast recommendations to users based on their preferences and behaviors. Its primary goal is to increase users’ time spent on the platform. The more time a user spends on the platform, the greater the retention for premium subscribers or the more ads served to free users.

By delivering personalized and contextually relevant recommendations, Spotify aims to keep users engaged and coming back to discover new content.

Just as Google Discover helps articles and videos find their audience by understanding user interests, Spotify Recommender ensures podcasts reach listeners most likely to enjoy them. This similarity is crucial for podcast publishers.

Both Spotify Recommender and Google Discover use algorithms and machine learning to analyze user interactions and provide tailored recommendations.

For Podcast publishers, Spotify Recommender is a great way to enhance their visibility and discoverability on Spotify.

How does Spotify Recommender work?

Spotify Recommender operates through a combination of collaborative filtering, content-based filtering, and user profiling.

Collaborative filtering involves analyzing users’ listening habits to find patterns and similarities. For instance, if User A and User B both enjoy podcasts X and Y, and User B also likes podcast Z, Spotify may recommend podcast Z to User A. This approach uses a massive user-item interaction matrix, which helps understand the similarity between users and tracks.

Additionally, the system uses content-based filtering to assess the content of podcast episodes. By analyzing the metadata the publishers provide, Spotify can recommend podcasts with content similar to those a user already enjoys.

Finally, the Spotify Recommender system logs all user interactions, including follows, ratings, shares, listens, and completion rates, to build comprehensive user profiles. These profiles consider genre preferences, mood, and temporal listening patterns, providing contextually relevant recommendations.

What are the Similarities and Differences between Spotify Recommender and Google Discover?

Both Spotify Recommender and Google Discover are personalized content delivery systems, but they serve different types of content and utilize distinct methodologies.

Similarities:

  1. Personalization: Both systems provide personalized content based on user preferences and behavior. They use machine learning algorithms to analyze user data and deliver relevant recommendations.
  2. User Profiling: Both platforms build comprehensive profiles of their users based on interaction history, which helps in delivering tailored content.
  3. Continuous Improvement: Both systems continuously update and refine their recommendations based on the latest user interactions and data.

Differences:

  1. Type of Content: Spotify Recommender focuses on music and podcasts, while Google Discover provides a wide range of content, including articles, videos, and news.
  2. Recommendation Basis: Spotify uses a combination of collaborative filtering and content-based filtering, emphasizing user interactions with audio content. Google Discover, on the other hand, relies heavily on user interests and engagement with various types of web content.
  3. Visual Emphasis: Google Discover strongly emphasizes visual content, requiring high-quality images and videos to engage users. While valuing visual elements, Spotify focuses more on audio features and user listening patterns.

What Should Podcast Publishers Do to Leverage Spotify Recommender?

  1. Create High-Quality Content: Your podcasts must offer high-quality, engaging content. That’s the key to retention and what will trigger users to listen to more episodes, follow, share, and leave excellent ratings. Avoid clickbait titles, as they can lead to negative user feedback and lower your content’s visibility in recommendations.
  2. Optimize Podcast Metadata: Ensure that your podcast metadata is complete and accurate. You have five levels to optimize: show title, publisher name, show description, episode title, and episode description. It also helps if you provide additional context and information.
  3. Grow your Podcasts’ Authority: Spotify will always promote shows with high authority. To boost your authority, you need to increase your number of followers, have excellent ratings, a reasonable completion rate, etc. This should already be part of your Podcast Visibility Optimization efforts.
  4. Leverage the Host Recommendation Feature: Take advantage of Spotify’s Host Recommendation feature by indicating which podcasts you would recommend. The Spotify Recommender uses this data in its algorithm, and your recommendations will also appear on the “More like this” tab on your podcast.

To do this, log in to Spotify for Podcasters, pick a show, head over to the “Details” tab, and look for the Host Recommendation section.

Then, look for the show you want to recommend or type its name: Spotify will provide suggestions. To expand your reach and audience base further, you may also want to collaborate with other publishers to set up cross-recommendations.

  1. Publish Fresh Content: Regularly publish new episodes to keep your podcast feed active. Consistent content updates can help maintain listener interest and engagement. Refresh evergreen content periodically to keep it relevant and discoverable. Highlighting past popular episodes can also attract attention from users who may have missed them initially.

Following these simple tactics, podcast publishers can effectively leverage Spotify’s recommender system to enhance their content’s visibility, attract more listeners, and ultimately grow their audience.

How to track your podcasts’ performance in Spotify Recommender

Good news for podcast publishers: You can monitor your podcast’s performance in Spotify Recommender! You need to use Spotify for Podcasters, which gives you plenty of valuable insights, including streams, listeners, and impressions.

Spotify Impressions are divided into three categories:

  • Home: Recommendations, recently played shows, and podcast previews
  • Library: Saved shows or episodes and user-created playlists
  • Search: Listener search, top podcast charts, and editorial recommendations

So, by monitoring your impressions in the Home category, you can somehow see how your podcasts’ perform within Spotify Recommender.

Is it perfect? Clearly not, as Impressions Data has some current limitations, but it should indicate whether your efforts are boosting impressions within Spotify Recommender.

Conclusion

Spotify Recommender provides an effective way for podcast publishers to boost the visibility of their content. Publishers can attract new listeners by understanding how the algorithm works and then focusing on high-quality content, optimizing metadata, leveraging host recommendations, and publishing regularly.

Jun 17
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Radio: could DAB survive the shift to streaming?

By Podcast Industry

Betterrige’s law of headlines stipulates that “any headline that ends with a question mark can be answered by the word NO.” And it is no coincidence that this article’s title ends with a question mark.

I just read an in-depth study (in German 😊) titled “Perspektiven 2035+,” done by the association of Swiss Private Radios. It examines the long-term development potential for radio and audio, especially in terms of distribution.

Long story short, DAB is purely transitional and poised to disappear, and Radio/Audio distribution is heading towards a fully IP-streaming future.

Let’s dive in.

Key Findings from the Study on DAB and Streaming

First of all, radio remains a stable medium with high levels of trust among the public, and its usage remains relatively constant compared to significant declines in other media. But, its audience is both declining and aging.

Swiss radios rely on three main distribution technologies: FM (UKW in German), DAB+, and IP streaming. FM is phasing out in favor of DAB+ and IP, but the transition faces hurdles due to cost and user adoption, very much like everywhere else in Europe.

Credit: Verband Schweizer Privatradios

So, radio faces distribution challenges but also changes in listening habits, with an increasing preference for non-linear audio, such as podcasts and streaming. Younger audiences are leading the shift away from traditional radio to digital platforms.

What we are witnessing here is radio digital transformation.

What are the Implications of Streaming for Audio Publishers and Radio Stations?

The current digital transformation of radio has implications across many blocks of the value chain. Here are – in our view at Audiotiq – the 5 main challenges for publishers. Some are easier to address than others.

  1. A Comprehensive Multi-Platform Strategy

Broadcasters must embrace the digital transformation by investing in IP streaming to reach audiences where they are most active—on their smartphones, not their radio receivers. Investing in IP streaming means developing user-friendly apps and platforms to make accessing content easier and more engaging.

This is a massive undertaking as one’s mobile app is compared to the best-in-class UX (User eXperience) and UI (User Interface) such as Spotify, Tinder, Amazon, the neo-banks, Strava, etc.

Practically, audio publishers need to work on a multi-platform distribution strategy:

  • Be available on their own properties (mobile apps, websites)
  • Collaborate with tech platforms like Spotify, Apple, and Amazon (Alexa) to broaden reach and win new listeners, ultimately attracting those news listeners to their properties.

  1. An updated Content Strategy

Audio publishers should also diversify their content offerings. There should be no more one-size-fits-all, which benefits mainstream content. Publishers should expand into non-linear audio formats and on-demand streaming and create diverse, high-quality content that appeals to younger demographics and niche audiences. IP streaming enables personalization at scale, and users expect content to adapt to their preferences.

  1. A Mandatory Data Strategy

IP streaming is a two-way communication (compared to one-way broadcasting). That enables a massive leap in data and analytics. Audio publishers should leverage data to understand audience behavior and preferences better. Data must also be used to personalize content recommendations….and ad targeting. Average CPMs are higher on streaming platforms where advertisers can target their audience than on classical radios.

  1. A Revised Business Model

Again, IP streaming enables personalization at scale. Targeted advertising is a must. Today’s technology allows great targeting across several dimensions but remains underutilized. How often have you heard an ad on a podcast that wasn’t relevant to you? It could be in the wrong language, the wrong location, or non-pertinent ads.

Exploring new revenue streams like subscription services or content bundles could also yield significant returns.

  1. Prepare for further Technological Evolutions

Staying informed about emerging technologies is paramount. This is not over yet, as Generative AI has just proved.

Conclusion and what can Radio Learn from Television?

Audio is heading to a complete IP world, and publishers should prepare for it. As the study highlights, DAB is unlikely to become the dominant audio distribution technology globally or even within Europe in the long term. The shift towards “all-IP” seems inevitable.

Here, Radio can learn from Television. While DVB-T in Europe or ATSC in the US was a hot topic 20 years ago (*), with the introduction of digital terrestrial broadcasting, TV distribution appears to have shifted towards OTT. From state-owned media to Netflix, Amazon Prime, Disney+, or YouTube, Video is mainly distributed via streaming and consumed on-demand, except for a few events such as sports or politics.

As you may have noticed, we no longer use Television; we use Video. I predict we won’t use Radio anymore in the future, but Audio.

(*) Funny enough, at that time, I was involved in the sale and rollout of DVB-T networks and the DRM vs. DAB battle to become the standard for digital audio…

Jun 06
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Podcast Promotion Strategy – Audience Segmentation

By Podcast promotion

Ask around about podcast promotion strategy.

You will hear about short links, smart links, deep links, podcast visibility optimization, landing pages, videograms, audiograms, newsletters, podcast guesting, etc. You will quickly get inundated with those words and a multitude of hacks to make them work to grow your audience.

Those are hacks, tactics at best, but not strategy. Strategy is your high-level plan for achieving your objectives, the big picture, or, as I learned in business school, the “where to play.” Tactics are the specific steps and actions to get you there, the “how to win”.

Quite often, podcast marketing people jump right into tactics without taking the time and/or effort to step back and reflect on whether they are playing in the right place.
This article introduces a simple method of segmenting your podcast audience and the associated ways to reach individuals in those segments. We wanted to put the basics back into perspective to help publishers assign resources, time, budget, etc., where it will have the most significant impact.

Podcast Audience Segmentation Basics

An audience could be segmented via a simple 2×2 matrix like this one. It is simple and easy to understand, highlighting the key insights and allowing prioritization.

The two axes of the matrix answer two questions:

  • Does the audience listen to podcasts? Yes or No.
  • Is the audience interested in the topic of my content? Yes or No.

That’s it.

Based on the answers to those two questions, we can now segment our audience and define marketing strategies to reach them.

Segment #1: The Death Valley

This segment comprises potential listeners who are not familiar with podcasts and have no interest in your content. To attract them, you must convince them to start listening to podcasts—ideally, make it a habit—and become interested in your content.

This double-convincing will be a tough sell. Don’t waste time or effort there: this is the Death Valley.

Segment #2: The Ghosts

That segment listens or at least is familiar with podcasts but has no interest in your content.
Imagine a podcast listener not interested in a given sport, such as long-distance running. You may have the most outstanding podcasts about marathons, ultra-trail, endurance, etc., but she will not be interested in listening to them.

You may see, hear, and read about this audience, but you will have a very hard time catching anyone. Those are the Ghosts.

Back to our podcast listener above, maybe (and that’s a massive maybe) her taste will change over time, and with the help of other mediums, she may grow an interest in your content. But that’s a long-term effort and a big stretch. Don’t rely on it in terms of immediate impact.

Segment #3: The Late Adopters

This segment is interested in your content but needs to learn about podcasts.

If you read this article, you are likely active in or interested in podcasts or digital audio in general. And you very probably listen to podcasts. Well, that is not yet the case for anyone.

While studies vary from country to country, age group to age group, and survey to survey, it’s safe to say that only about two-thirds of the population has ever listened to a podcast, and only half listen regularly (at least monthly).

This segment has a lot of potential, but it requires considerable effort to get them to discover and enjoy your content. You can’t reach them directly on the listening platforms, so you must rely on off-platform promotion. This includes:

  • Social Media: Instagram, TikTok, YouTube Shorts, but also X or LinkedIn. While platform shifts are complicated as they require several clicks, and users may not be “in the mood” to listen, social media, either earned or paid, represents a massive promotion opportunity.
  • Leveraging your own assets: If you are a radio, TV, newspaper, or magazine, you should use your own assets to promote your podcasts. Why not promote your great running podcasts at the end of your soccer talk show or in that daily sports newsletter you are sending?
  • Other Media in the space: You may want to reach out to Media specialized in your vertical, such as blogs or forums.
  • Offline events: people sharing common interests like to meet to exchange on their favorite topic. Being present and promoting your podcasts at such events could also have significant potential.
  • Web Search: if you have a website promoting your podcast and master SEO (Search Engine Optimization), you may be visible to users searching for your content. While it doesn’t have the reach of social media, your assets, or offline events, it could bring some rewards.

Also, remember to include some educational material on the benefits of podcasts for them and, eventually, step-by-step guides on accessing and listening to podcasts.

Segment #4: The Sweet Spot

This segment is your absolute Sweet Spot, your top priority: they are both interested in your content and familiar with podcasts.

Promoting your content directly on platforms such as Spotify or Apple Podcasts is the best way to reach them. Here, the potential listeners are already on their favorite listening apps and don’t need to shift platforms, which generates significant friction and waste.

On-platform promotion consists of two main pillars:

1. Podcast Visibility Optimization.

Podcast Visibility Optimization (PVO) improves a podcast’s visibility on the listening platforms, ensuring it appears as a top result for relevant search queries. This is crucial for podcast discovery as surveys indicate that 30% to 50% of podcast downloads come from on-platform discovery. Imagine a listener typing “marathon” on the Spotify search bar and your podcast arriving at the top….

2. Cross Promotion.

Cross-promotion is a marketing strategy where podcasts are promoted on other podcasts. This is done in a variety of ways, such as mentioning the promoted podcast in the other podcasts you manage, automated ads as post-roll on some of your shows, inserting a trailer into an RSS feed, guest appearance, etc. The more podcasts you publish, the greater the possibilities.

While on-platform promotion is proven to be highly effective,  you should also complement your efforts with off-platform promotion, as detailed above.

Conclusion

By segmenting your potential audience in the very simple way shown above, you can focus your efforts on what matters the most and adopt the proper marketing strategy for each segment. That should be the very first step of your podcast marketing strategy, from which everything will follow.

May 13
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How to leverage Spotify’s Impression Data to boost your Podcast Visibility Optimization game

By Podcast Visibility Optimization

In the rapidly evolving world of podcasting, success hinges not only on creating engaging content but also on understanding and leveraging the right tools to amplify visibility across major platforms like Spotify. With the latest update to Spotify for Podcasters, a new metric has emerged that is setting new benchmarks in the industry: impressions.
This data-oriented addition to the analytics offered by Spotify marks a crucial step for audio publishers aiming to boost their reach and grow their audience. Podcasting is slowly but surely getting closer to being as data-driven as the web and app ecosystems.

What are Podcast Impressions? Why does it matter?

Impressions are defined as the number of times your podcast cover art and metadata appear in Spotify’s search results, on the homepage, or within a user’s library. This metric is extremely valuable because it gives a preliminary gauge of your podcast’s reach before a listener presses play.

Impressions are often considered currency in the online world, and maximizing impressions is key to maximizing the reach of your content. As we like to say at Audiotiq, “To be heard, your content first needs to be seen.” Impressions measure how often your content is seen—not heard but seen within the listening apps.

Furthermore, Spotify’s data allows podcasters to understand how users discover their shows on Spotify. This information is extremely valuable for determining where to focus your marketing/growth efforts.

If your search results are not predominant, it’s probably time to give Podcast Visibility Optimization. Just like with new marketing data, being among the first to leverage it and take action will give you an incredible edge against your competitors. Just like what we noticed in the early days of what is now called the mobile app industry.

Where to find the new Podcast Impressions dashboard?

Step 1: Log into Spotify for Podcasters
Step 2: Pick the podcast you want to look at
Step 3: Check your total impression data

Step 4: Click on the audience tab to get more details

There, you will find the two interesting charts next to each other:

  • Impressions by day for the last 30 days (line chart)
  • Impression by source for the last 30 days (bar chart)

Why are Spotify Impressions important for Podcast Visibility Optimization?

First of all, Spotify Impressions data validates the importance of Podcast Visibility Optimization (PVO). During our workshops with clients, all were surprised by the predominance of “Spotify Search” in impressions. This emphasizes the need to work on optimizing the show’s visibility.

To summarize, PVO consists in both optimizing the visibility of your shows within the listening platforms AND the conversion from “seen the assets” to “pressed listen”. If you want to dig deeper, we have created the first and most complete framework for Podcast Visibility Optimization.

Spotify impression data gives you a good idea of how you perform in terms of overall visibility within the platform. To get into the details at a keyword level and optimize your ranking, you can then rely on your Audiotiq dashboards.

When it comes to conversion, you get a conversion rate by dividing the downloads on Spotify by the number of impressions. From there, you can work on optimizing the conversion rate by modifying some of your show’s assets. The biggest levers are the cover art and the titles (show and episode).

What can publishers now implement and measure? What kind of results can they expect?

The Spotify impression data that is available opens many doors. First, it enables publishers to finally track the visibility of their show within the platform and understand how users discover their shows via the Home, Search, Library, or other Spotify features.

  • Spotify Home: When a user is on the homepage of her Spotify app (web or mobile), and Podcasts are recommended, either because the user has subscribed or the Spotify recommender engine believes the show will be of interest
  • Spotify Search: When the show appears on search queries from users
  • Spotify Library: When the show appears on the user’s library because the user is following your show
  • Spotify feature: When Spotify promotes your show,

With that information, you can track and improve your show’s visibility. If your search numbers are going up, this means your PVO (link) efforts are paying off.

Second, the Spotify impression data allows you to derive additional metrics to conduct tests.

The main metric is the Click-Through Rate (CTR), i.e., the ratio of users clicking on your assets to users seeing your assets. The higher the CTR, the better; it means you convert users to listeners. Many factors have an impact on the CTR:

– Your Metadata (show or episode title, publisher name, first few words of the description)

– Your Cover Art (show or episode)

Most smart publishers use this data to test different cover art and determine which one offers the best CTR. Here are examples that the team at RTBF is currently conducting:

At Audiotiq, we have seen podcasts double their CTR (admittedly from a low base) while most enjoy a 20% to 30% increase. Competent A/B testing of a well-designed cover art still remains the best way to discover the best design to maximize your audience.

How to A/B test the cover art of your podcast?

First, let’s define A/B testing. A/B testing compares the performance of two versions (A and B) of a cover art to identify the one that performs better. It’s a method that helps you make decisions based on real data rather than just guessing. A/B tests are extremely common in the online world (web and mobile), where publishers test pretty much anything: website/app layouts, email subject lines, button text, colors…etc.

To A/B test your cover art, you need to create two different versions while all other parameters remain the same. This means your metadata will not change while you test your cover art. Then, you will show these two versions to two similarly-sized audiences and analyze which one performed better.

You can test those two simultaneously in the web and app worlds by directing traffic to two different pages. However, within Spotify and other listening platforms, you can’t. This means you need to run the two cover art one after the other, which is not ideal.

We recommend you run it over a long enough period of time to have a large enough sample size for the test to have any significance. You will find plenty of A/B test significance calculators online, such as this one from Convertize.

Depending on your show’s impressions, this could be a few days, weeks, or months. Keep in mind the seasonality that impacts listeners’ behavior: impressions tend to decline during summer breaks, and the listeners’ appetite for sports or new habits is typically higher in January.

The most advanced publishers keep testing: A vs. B, then the winner vs. C, then the winner vs. D….etc.

What are the current limitations of the Spotify Impressions data?

No complete funnel view

Imagine being able to see the full user flow from impression to start and streams: this would have been a true killer feature for any podcast market. Matching streams with search impression data would have been the simplest, most reliable way to measure the impact of PVO.

Streams and downloads are not the same event, but calculating your stream/download ratio would have been the only extra step required to get a clear number of downloads.

Limited time range

Spotify only shows the last 30 days of data, and there’s currently no way to recover historical data. Our tip: set a weekly reminder in your calendar and save the data on a spreadsheet.

No data export

With the current version of the dashboard, you have to save the data manually in a separate spreadsheet… Since you can’t export the data, this implies copying and pasting, which is always error-prone. Let’s hope someone at Spotify corrects this: it would make everyone’s life so much easier.

Conclusion

While not perfect, the Spotify impression data is a significant improvement for any publisher serious about understanding and growing its audience. It allows you to understand how listeners discover your podcasts and highlights the levers, such as PVO, you could pull to grow your audience. And if you need help making the most of the dashboard, don’t hesitate to reach out.

Apr 09
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Are Apple Podcasts Transcriptions Training its AI Models?

By Podcast Industry

A few weeks ago, Apple announced a new feature—currently in beta and not available for every language—that will improve the podcast landscape: transcriptions on Apple Podcasts. Let’s look at this new feature and see how it can be both a valuable asset and a challenge for audio professionals.

The Benefits of Podcast Transcription

Transcripts are no longer optional niceties but essential tools for content reach and audience inclusivity:

  • Empowered Accessibility: Transcripts break down barriers for those with hearing disabilities and cater to those who absorb content better visually.
  • Improved Searchability: They turn spoken words into searchable text, magnifying your podcast’s online presence and discoverability.
  • Better Navigation: Listeners can leap directly to interest segments, enriching user experience and content interaction.
  • Expansive Audience Engagement: The feature supports multiple languages, dismantling linguistic barriers and welcoming a diverse international audience.

Podcast Transcription: how does it work?

When a podcast goes live, Apple’s automated transcription kicks in. Every word spoken becomes a written record, searchable and selectable. Listeners can initiate playback from a word of choice. For those who follow along with the audio, the transcript highlights each word as it’s spoken, creating an immersive reading-listening hybrid experience.

Choice in Customization

Apple Podcasts recognizes each podcast’s unique style, allowing creators to personalize their transcriptions. This bespoke option via Apple Podcasts Connect will enable podcasters to maintain their unique voice and ensure the accuracy of their content.

Podcast Transcription and Intellectual Property

While transcriptions fuel content accessibility, they may also feed Apple’s AI algorithms, giving the company an edge over the competition.

Transcriptions are a gray area, and the heart of the matter lies in intellectual property rights, the cornerstone of creative work. This poses pressing questions:

  • Potential Overreach: Does the feature of transcribing content overstep the boundaries of content ownership?
  • Fair Use and Monetization: Could accessing podcast creators’ data be considered fair use as AI learns from their work? Will publishers be compensated? All of them? How? How much?
  • Brand Integrity: With AI’s ability to replicate and potentially distort the podcast’s voice, how can publishers safeguard their uniqueness and brand integrity?

Spotify as a Pioneer in Podcast Transcription

Spotify has long used podcast transcription on its platform and has even shared it with others for (mostly) research purposes. The Spotify Dataset contained over 100,000 hours of audio and over 1 billion transcribed words from over 100,000 episodes each in English and Portuguese from different podcast shows. The episodes span a variety of lengths, topics, styles, and qualities. In other words, it is a fantastic dataset!

Knowing how focused the company is on data and how vital their recommender is to their success, it’s a fair assumption (and one we are taking) that the dataset has also been used to train their models. 

Are Podcast Transcriptions Training Apple’s AI models?

With each transcript added, the question lingers: Does this empower content creators, or does it provide Apple with an arsenal of data to hone its AI capabilities? 

The implications for media publishers are vast. As AI’s footprint expands, so does the need for vigilant monitoring and stringent protections. Digital rights management becomes a precaution and a necessity to combat potential misuse and maintain control over content distribution.

As this article from The Verge highlights, companies like Open AI have exhausted all the “obvious” data sources a long time ago and are now transcribing podcasts, videos, and whatever they could get their hands or crawlers on.

A Significant Change for Audio Publishers?

Transcriptions on Apple Podcasts herald a new age for digital content: more accessible and discoverable. Yet, they simultaneously open a debate on the ethics and economics of AI in the realm of intellectual property. The conversation is just beginning on how to navigate this new landscape, where innovation intersects with the rights of creators and the definition of fair use, given the open nature of podcasting.

Every week comes a new announcement of either a legal battle (New York Times) or a monetary agreement (Le Monde, Axel Springer) between print media publishers and AI companies.

Knowing the richness of radio and audio content, one can only wonder how far companies like Open AI will go to access it to train their LLM.

Time for the Audio Industry to regroup?

The balance between embracing a new feature and protecting the value of original content is delicate and deserves, first and foremost, awareness of the real implications of the feature. 

Given the specific nature and diversity of publishers’ types and sizes in the podcasting ecosystem, a joint position on the topic is unlikely to prevail.

It could, however, be an opportunity for leading publishers to get together and defend their stand.

Mar 16
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What is Podcast Visibility Optimization? Why is it important?

By Podcast Visibility Optimization

What is Podcast Visibility Optimization?

Podcast Visibility Optimization (PVO) is the process of improving the visibility of a given podcast on audio platforms such as Apple Podcasts, Spotify, Amazon Music, YouTube (if you publish your podcast there), Deezer,….etc, so that their search engines show it as a top result for given search queries.

 Search within the listening platforms is paramount to podcast discovery. Users on their preferred platform seek audio content for immediate consumption with a single tap or click. In contrast, social media users encounter more friction, requiring multiple taps before accessing content, assuming they are ready (e.g., wearing AirPods/earbuds)

Surveys indicate that 30% to 50% of podcast downloads originate from on-platform discovery.

PVO improves podcast visibility on given search queries within the audio platforms.

 

Why is Podcast Visibility Optimization important?

At Audiotiq, we emphasize that “to be heard, you must first be seen.” Podcast Visibility Optimization (PVO) enhances a podcast’s visibility, ensuring it ranks higher on relevant search queries. A successful PVO campaign leads to increased podcast discovery, driving more downloads.

Like how Search Engine Optimization (SEO) boosts website visibility and traffic, PVO plays a crucial role in growing a podcast’s audience. In a landscape with more than 2 million podcasts, visibility is essential. After investing time in designing, recording, producing, and editing your podcast, it would be a shame if your content goes unnoticed.

 

What does Podcast Visibility Optimization consist of?

Like SEO, Podcast Visibility Optimization (PVO) depends on proper indexation, content strategy, and manipulation of audio platforms’ algorithms.

PVO is the science of presenting your show and episodes in a way that increases the likelihood of your podcast being among the top results when users search for relevant keywords.

While we have developed a comprehensive overview of the PVO levers, the Podcast Visibility Optimization Stack, to simplify, PVO relies on optimizing two main levers:

Podcast Metadata:

  • Show Name
  • Author or Publisher Name
  • Show Description
  • Episode Names
  • Episode Descriptions

Podcast Authority:

  • Number of downloads/streams
  • Number of subscribers
  • Ratings & Reviews
  • Completion rate
  • Binge listening
  • …etc

Podcast Visibility Optimization is an ongoing task since rankings evolve and new shows/episodes are continuously released.

Mar 14
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The Podcast Visibility Optimization Stack (2024 Edition)

By Podcast Visibility Optimization

The Podcast Visibility Optimization Stack is a cheat sheet for podcast producers and marketers who want to understand better the levers they can pull to improve the visibility of their audio content on podcast platforms (Apple Podcasts, Spotify, Amazon Music, etc.).

PVO (Podcast Visibility Optimization) has plenty of similarities with both SEO (Search Engine Optimization) and ASO (App Store Optimization) but is a different science due to the sheer nature of podcasting and the listening platforms.

By simplifying PVO to “SEO for podcasts,” the danger is to focus mostly on keyword optimization. Leading podcast marketers have realized that the conversion rate (from seeing the details of your podcast to clicking/tapping the icon to start listening) is just as important.

When considering PVO holistically, one needs to consider it a complex and interconnected system of elements that influence its two main goals: increasing visibility and conversion.

For example, ratings and reviews impact a show’s visibility on a given search query and the conversion from “seeing” to “clicking”.

This article details the various elements of the Podcast Visibility Optimization Stack and shares examples of tactics to leverage.

Let’s dive in.

Before jumping to the various elements to optimize, let’s quickly summarize how the listening platforms’ search algorithms work.

To make it overly simple, the platforms rely on two elements to rank your show on a given search query:

  1. The Podcast Metadata
  2. The Podcast Authority

Podcast Metadata is the data that describes your show. Not the content of your episodes, but how you describe them.
Podcast Authority is an index – proprietary to each platform – that evaluates the authority or strength of a podcast. The various elements the platforms are taking into account are:

  • Number of subscribers
  • Number of downloads/listens
  • Reviews & Ratings
  • Completion rate
  • Binge listening
  • Velocity
  • Freshness of content
  • etc.

Now, let’s review the practical details and see how to optimize the visibility of your audio content.

1. Show and Episode Assets

Impact on increasing visibility: high
Impact on increasing conversion: medium

The number one way for podcast listeners to discover new content is by going straight to the search bar of their listening app. This is a behavior inherited from the web and mobile worlds, where approximately half the websites or mobile apps are discovered via a search query. Listeners could be searching for generic keywords (“news”, “football”, “meditation”), sometimes with typos (“nwes”, “fotabll”, “meditaiton”) or branded ones (“New York Times”, “Joe Rogan”).

Podcast producers need to remember that search is at the bottom of the conversion funnel: users want something and know what they are looking for.

The goal with PVO is ultimately to attract new listeners that will then be retained. One of podcast publishers’ main levers and a massively untackled opportunity is keyword optimization.

By optimizing their position on the right keywords, publishers can rank high or keywords relevant to their content. They can ensure that people looking for that kind of content see their show or specific episodes.

Therefore, the goal is for a podcast to rank as high as possible on keywords with high search volume that are relevant to the podcast. High search volume means that the topic is highly searched by potential listeners. In other words, there is demand for it.

Podcast publishers also need to consider the difficulty of the keywords they decide to optimize. A good example here is news. It will require a tremendous effort and massive podcast authority for a show to outrank The Daily on the search query “news”.

While a search query on the web interface of Google shows 10 results on its first page, podcast apps tend to show less, and Spotify even mixes podcasts with playlists. Therefore producers should focus on getting their content ranked in the top 3 to 5 positions. To achieve this, the process is:

  1. Identify the high-volume, relevant keywords and search terms that users would type in their apps’ search bar. Ideally, also identify those with a low level of competition.
  2. Integrate those keywords in the podcast’s assets: show name, artist name, short and long descriptions, episode title, and episode description. The presence of a given keyword in those different places doesn’t have the same weight. A keyword in the show title obviously has more weight than in the episode description.
  3. Analyze the impact of the changes and iterate. Keyword optimization is a continuous process. To continuously rank high on important keywords, publishers need to keep optimizing as search trends and the ranking algorithms of Apple, Spotify, and other platforms evolve. Not to mention that competition may also be trying to get that first spot on those lucrative keywords.

Our training sessions and workshops cover extensively how to pick the right keywords and the optimization process.

2. Podcast Followers and Subscribers

Impact on increasing visibility: high
Impact on increasing conversion: low (indirect)

The latest Apple Podcasts and Spotify search algorithm updates increased the importance of the follower (or subscribers) count. A high follower count indicates that a show interests listeners, so they don’t want to miss an episode release. That interest reinforces a podcast’s authority, pushing it up the ranking for the keywords used in its assets.

It also has an indirect and low impact on conversion as it generates extra – automated – downloads for every new episode published, depending on the subscription settings of the subscriber.

3. Ratings and Reviews

Impact on increasing visibility: high
Impact on increasing conversion: medium

In addition to increasing visibility, the number of reviews and average ratings significantly impact conversion. Apple Podcasts, like most platforms, lets users rate podcasts from 1 to 5 stars. However, the process of leaving a review is cumbersome, and not many users will go that far. Therefore, it is another strong authority signal sent to the platforms.

Positive ratings and great reviews are part of a virtuous circle: the more positive ratings you get, the more visibility our podcast gets, the more conversion, and ultimately the more users….who then generate more positive ratings.

Several studies in the mobile ecosystem have shown the importance of ratings, and so far, there is no reason to believe that this is different for podcasts. Below is one from Apptentive (now Alchemer), where the numbers speak for themselves.

4. Episode Formats and Lengths

Impact on increasing visibility: medium
Impact on increasing conversion: medium

The length of a podcast has a psychological impact on users. Those who discovered your podcast after a search query and have a 20-minute window to listen may not be ready yet to listen to a 60-minute episode.

Even if users could drop out at any time, it feels like a long commitment, especially at a time when attention spans are constantly decreasing.

So when producing and editing an episode, publishers should consider options such as 1×60 minutes, 2×30 minutes, 3×20 minutes, 4×15 minutes, the full (long version) next to a “best of” or “summary” version…etc. This will impact the conversion rate.

This is what we call the “salami tactic”: taking one piece of content and slicing it into as many slices as possible. Someone wanting a short version will find what she wants; the same goes for someone wanting an extended version.

Some radio stations are increasingly using this tactic, as it allows them to top the chart (“the most downloaded sports podcast in France,” for example) and gain the attention of the advertisers as subscribers often have shows on auto downloads.

More downloads mean more ads sold. Now, let’s be honest: Most of those downloads will not be listened to, but that’s a different topic.

5. Platform Distribution

Impact on increasing visibility: medium
Impact on increasing conversion: none

Imagine a customer walking into a grocery store and looking for something to drink: she will pick whatever is available on the shelves. The same applies to podcasts: to be heard your content needs to be in the listeners’ favorite listening platforms.

Today – excluding some specific exclusives – most shows are on Apple Podcasts and Spotify. But what about Amazon Music, Deezer, Pocket Casts, Gaana, Podeo,…etc?

And let’s not forget YouTube, which now also ingests RSS feeds and seems to be growing in popularity with younger audiences listening (!) to podcasts.

6. Category Ranking and Recommendations

Impact on increasing visibility: high
Impact on increasing conversion: none

Potential listeners are not only searching for content; they may also be browsing the platforms and various categories, checking the latest hottest thing, or simply letting the platform recommend what to listen to next. So having a strategy to be either visible in the relevant categories or be recommended is important to grow an audience.

There are plenty of tips and tricks for reaching the top of the Apple Podcasts categories with a small budget. If that interests you, reach out—we help plenty of publishers with this.

The importance of the Spotify Recommender has significantly increased in recent years. And to no one’s surprise, the data Spotify uses to recommend are quality content, metadata, authority and the Host Recommendation feature.

If you want to explore the topic further, we have a complete article on how to boost your visibility with Spotify Recommender.

7. Show and episodes cover arts

Impact on increasing visibility: none
Impact on increasing conversion: high

As the saying goes, “Never judge a book by its cover.” Unfortunately, that doesn’t apply to podcasts. When searching for content around a given topic, potential listeners will be presented with a list of shows, and the cover art occupies the most space on the screen. Listeners will often decide which one to click/tap simply by judging the cover art.

It is, therefore, paramount to optimize podcast cover art. Art is always a question of perception and taste, and we know too well that there are sometimes imperatives, such as showing the face of the anchorman/woman on the cover (even if most won’t recognize him/her), but we recommend to at least:

  • Think mobile first (ie small screens)
  • Have your cover art easy to read and grasp in a split second
  • Test if before launching

The section on the cover art is often one of the most discussed and debated in our training sessions. Data has proven that optimizing a cover art could increase your conversion (from “seeing” to “clicking and listening”) by more than 10%.

8. Black Hat Optimization

Impact on increasing visibility: it depends
Impact on increasing conversion: it depends

Black hat Podcast Visibility Optimization (PVO), just like black hat SEO – a practice against search engine guidelines used to get a site ranking higher in search results could deliver substantial results in terms of visibility and conversion.

The challenge is that the platforms have different guidelines that are kept necessarily vague as the technology and ecosystem evolve. It is, therefore, not always easy to know when you are crossing the line.

What is clearly within the guidelines is named white hat, what is clearly against black hat, and the big blurry space in between grey hat. Some of the tactics we are aware of in the podcast world are and our classification of it

  • Incentivized or paid reviews & ratings – black
  • Own reviews & ratings – light grey
  • Negative reviews on competition – dark grey
  • “Burst campaigns” –light grey to grey
  • Bot download or streaming – black
  • Incentivized downloads/search – grey
  • Keyword stuffing – grey
  • Using fake brand names – black

To sum it up

As detailed above, there are plenty of levers to pull when it comes to Podcast Visibility Optimization Plenty. None of them is extremely demanding, but a coordinated approach is necessary to maximize the impact of PVO efforts and reach higher rankings.

We have trained many teams at organizations such as the BBC, The Guardian, The Telegraph, RTBF, RTL, and Europe 1 on Podcast Visibility Optimization and are supporting them in their ongoing efforts.

If you think you need help maximizing the visibility of your content within the listening platforms, get in touch: we will be happy to help!

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