Social Media is what usually comes up first whenever anyone asks how to grow their podcast. You’ve got to promote it on social media! While that advice is vague – it’s also true.

We looked at the 4 most commonly used social media platforms, Twitter, Instagram, LinkedIn and Facebook, to get a sense of how the top 100 business podcasts were using them.

There were a few interesting changes in social media platform usage from last year. Twitter and Instagram were pretty steady, but Facebook jumped up by 10% to 91% (guess it’s not dead yet!), and LinkedIn saw an increase of 13% to 76%. It’s fair to say that in terms of business podcast promotion these are the big 4!

Something new we examined this year was how frequently these social media platforms were being updated, so you can compare your own posting frequency.

Overall – people are posting a lot.

On Twitter more than half of the top 100 business podcasters are tweeting multiple times a day, with another 15% posting at least daily.

It was similar on Instagram with 42% posting multiple times a day, and a quarter posting daily.

LinkedIn saw a lot more variety – 18% of the podcasters only had personal/resume style accounts. Multiple daily posts only represented 17% of the shows, with another 10% for daily – it looks like you can get along with a little less posting on LinkedIn – although perhaps it means that there is the biggest opportunity for standing out there!

On Facebook, 46% were making multiple posts per day, with another 13% posting daily. We also looked at Facebook groups – a common strategy to create a community for podcast audiences and found that 33% had them with an average membership of over 41,000.

Followers and engagement were pretty high across the board, and our biggest takeaway for social is that if you’re going to promote your show there, pick your platforms and go all-in! Social Media is still social, and that means spending time there, connecting with people.

And so ends our analysis of the State of Business Podcasting Report 2021!

Ever wonder what makes a great Business Podcast? Find out what the Top 100 Business Shows do to create and promote their podcasts in One Stone Creative’s State of Business Podcasting Report! OneStoneCreative.net/Report2021

Mick Smith, Consultant M: (619) 227.3118

E: mick.smith@wsiworld.com

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