• Hector Santiesteban

How to Market Your Podcast on Instagram in 2021

Instagram is still one of the most popular places on the internet for people of all ages. Growing your podcast's Instagram page will engage your current community and also expose your show to new listeners.

Here’s 3 things you can do on Instagram to market your podcast:

1. Create Reels of Your Podcast

Instagram’s newest feature is the ability to create “reels.” These are 15 or 30 second clips that you can add music to and markup with text and gifs. Instagram’s creation of reels is in response to Tik Tok’s popularity with short, vertical videos. Because it's brand new, Instagram is giving priority to reels and showing them more in users' feed.

The good news is you don’t have to do any dances to be successful with reels. You can create short highlight clips from your show - maybe the best 30 seconds. Or you can show your audience behind-the-scene footage of you and your show. Reels allow you to connect with your audience and bring a little more personality to your show.

Reels need to vertical videos that are shorter than 30 seconds. To post them, swipe left on your Instagram app and then select "REELS" from the bottom. You can upload a video from your phone or you can use the built-in recording and editing features on the app.

2. Create Highlights For Your Show

Podcast Marketing

Instagram allows users to feature their favorite "stories" to view at anytime. Unlike Instagram stories, "Highlights" remain visible on a user’s profile for someone to watch after 24 hours. You can also separate your highlights into different categories.

Highlights allow you to promote popular episodes, ask listeners to subscribe, or even provide special offers. After posting to your Instagram story, you have the option to add stories to your highlights. You can also name your highlight category and create a custom cover photo.

3. Get the Most Out of Your Podcast's Profile

Instagram has become more than just pretty pictures of people in tight pants. It’s really evolved into a creator’s dreamland where they can gain exposure and interact with their community. But the old way of selling is dead. People don’t want to be pressured into buying something. They want to feel like they’re making the decision on their own, not coerced into buying something. The best creators leave bread crumbs to the things that will eventually monetize and sustain their show.

So here’s a couple of small things you can do to get the most out of your profile.

- Make sure it's easy to find you.

Instagram allows you to have two names. You have your “username” which starts with an @ and has no spaces. And then you have your “name” which shows up at the top of your profile. Make sure that these two names make sense. You can have your “name” be your personal name or it can be the name of the show. As long as it's easy for your audience to find you.

- Write a good description

There’s no one way to write a good description, but there’s plenty of ways to write a bad one. Make sure your description is clear and lets people know what your show is about. Your description should help your listeners easily recognize you while educating new viewers on what your show is about. You can use hashtags and mention other relevant pages, but don’t over do it. Your description should give clarity, not cause a headache.

3. Get the most out of your link

Instagram allows profiles to add one link that users can click on. Many profiles use a “link tree” that gives the users the option to click to different pages. There’s no “right” way to do it, but make sure that any links are necessary and relevant. You should at least have a links to subscribe to your show and/or also join your mailing or text list.

Instagram has over 100 million active users. That means that your audience is hanging out there.

If you need help implementing these strategies and marketing your podcast, visit

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