With more and more people turning to podcasts for entertainment, information, and education, podcast competition is increasing. Therefore, promoting your podcast as widely as possible is vital.

One way to expand your podcast’s reach is by using TikTok in your marketing strategy. TikTok is a social media app that is growing in popularity, especially among younger generations. With its short videos and creative content, TikTok may be the perfect platform for promoting your show.

In this post, we'll give you a step-by-step guide on how to use TikTok to promote your podcast. We'll cover:

• What makes TikTok great for promoting your podcast
• TikTok podcast promotion best practices

Ready? Let’s go!

What Makes TikTok Great for Promoting Your Podcast?

You might be wondering if TikTok is worth your time when it comes to promoting your podcast. And the answer is a resounding yes!

TikTok is a great way to connect with Gen Z,  a demographic that's notoriously hard to reach. Moreover, 68,8% of their users are between the ages of 18 and 34. Tiktok is also expected to reach 1.8 billion users by the end of 2022. 

What's more, TikTok has the highest social media engagement rates per post. 

Plus, the algorithm determines what videos to display on users' For You pages based on their individual interests. Hence, it offers a highly personalized experience. 

Thus, even if you don’t have any followers, as soon as you start your TikTok account, your content will find its way to those who may be interested in it. In other words, it's a great platform to reach new listeners. And if your content is valuable and appealing, you stand a chance of becoming viral. 

How to promote your podcast on TikTok: Best Practices

When it comes to promoting your podcast on TikTok, we recommend you:

• Match your TikTok account with your podcast’s branding 
• Choose the right time to post
• Be mindful of hashtags
• Keep up with the trends

Match Your TikTok Account with Your Podcast’s Branding

To make it easier for your listeners to find you, use the same username as your other social media accounts. The same applies to your profile picture. Additionally, don’t forget to add the same graphic elements that you use across all your platforms to your posts. The thing here is to build consistency and become recognizable.  

Besides, you should also add your show’s website to your bio. This way, your TikTok audience can be easily directed straight to your podcast. Having your website’s URL in your bio will make a big difference when you begin to get discovered by potential listeners through TikTok.

Choose the Right Time to Post

Posting whenever it’s convenient for you is more than tempting. However, TikTok’s algorithm may not respond well to this approach. As a rule of thumb, it’s always best to post when most of your followers are online.

Inevitably, posting times will vary depending on your audience's habits. TikTok analytics can help you on this front. On your analytics section, you can see which times your followers are most likely to watch videos. Bear in mind that this trend might vary throughout the week.

To find out what time is best for you to post, you should:

1. Click on the menu icon in the top right corner of our profile page
2. Go to Creator tools 
3. Navigate to Analytics
4. Click the third category on the top Followers
5. Scroll down to Follower activity
6. Check your followers' activity by switching between days and hours.

Yet, if you’re still gaining followers, according to Hootsuite, the best times to post on TikTok throughout the week usually are: 

• Monday: 05 a.m. UTC
• Tuesday: 04 p.m. UTC
• Wednesday: 2 p.m. UTC
• Thursday: 02 a.m. UTC
• Friday: 10 p.m. UTC
• Saturday: 6 p.m. UTC
• Sunday: 11 p.m. UTC

As a matter of fact, according to Hootsuite’s research, Thursdays are the best day of the week to post.

Moreover, in the Analytics section, you’ll also find the Content category, which is full of valuable stats for each of your videos.

Be Mindful of Hashtags

As well as being a content platform, TikTok is also a search engine. In fact, half of Gen Z users prefer TikTok over Google for searching. Regardless of whether you are targeting Gen Z, this fact illustrates a significant change in how users interact with online platforms and you shouldn’t overlook it.

Therefore, using relevant hashtags in your posts can be greatly useful to appear on your ideal audience's search results. However, hashtags with a high search volume may not always be the best ones to target, as there might be greater competition there. Your videos may benefit from smaller, more specific hashtags as well.

Keep Up with the Trends

Because TikTok is a trend-driven platform, trendy songs and memes are subject to rapid change. Yet, if any trend suits your brand, you should definitely make use of it. Keep in mind that you'll need to be both creative and time-aware. 

Now, let's explore some creative ways to create podcast TikTok content.

Audiograms: The Next Step in TikTok podcast Promotion 

TikTok is perfect for reaching a new audience and growing your listenership. Nevertheless, if you want to promote your podcast within TikTok's walls, you must adapt to the platform. With a good understanding of the appeal of short and snappy videos, TikTok can become an amazing growth engine.

You can create short videos that introduce your listeners to your show, talk about what's coming up in the next episode, or just give them a taste of what your podcast is all about. And Audiograms are ideal for that.

Despite being eye-catching, brands rarely use audiograms because they are resource intensive: You have to transcribe your recordings, then you have to edit the video. Audiotease does everything automatically, just upload your audio and customize your favorite template. No editing skills are required.

Give people a taste of what they're missing. Start creating some Audiograms today, for free.