Social Media Podcast Promotion Templates

Last updated 10.28.22 We are still adding to this monster and she will evolve as platforms evolve!

More resources on promoting your podcast

Use platforms as they are meant to be used. Can you post the same thing everywhere, sure, but that likely won’t get you good results.

The key to a great social media post, regardless of media type or platform, is to get personal and hit a felt-need for your ideal listener. The better you get at “hitting the nail on the head” and offering a personal and compelling reason why this episode aligns with your ideal listener’s needs, the more successful you’ll be.

Remember, podcasting is personal! As you build a relationship with your audience, they care about what you have to say about how you experienced an interview or why you crafted an episode. Get real and personal.

Platforms change, and going with the ebbs and flows is essential. Over time you may need to shift media types to create content rewarded by the platform. However, the key remains the same. Content will succeed the better you get at being personal and hitting a felt-need visually and through copy (words).

Tools to make your life easier:

Use Canva to create branded templates to give you a clean aesthetic across platforms and increase top-of-mind. Canva also has all the right dimensions for graphics by platform.
Use Metricool to schedule across different platforms, spy on competitors, and manage metrics all in one place. There are limitations, but this goes a long way. The truth is any scheduling tool that isn’t built out by the platform developer will have limitations due to proprietary info. My favorite feature here is spying on competitors; it’s a nice way to see your metrics against other accounts.

Copy templates to promote a podcast episode:

You can use the copy templates below for any media type on any platform – except stories.

Meaning, you can use the copy with a long or short video, reel, graphic with a quote, and more. Start with strategic copy and then enjoy the freedom to execute in many different creative ways. So, use the copy templates below in the text area of your post with whatever media you choose (photo/video/article link).

Play with length depending of each post depending on the platform that you are posting to – for example, you’ll want to tighten up posts for Twitter. And keep your platform in mind you might be more playful on one than another.

ONE | Call Em’ Out

Call out your target audience
One sentence about your guest (tag them)
Three reasons why someone needs to listen (share the what, not the how)
Listen now>> ADD Shortened URL (checkout bitly.com)
Share the transformation
Five relevant hashtags

TWO | Felt-Need Quote

Felt-need guest quote
One sentence about your guest (tag them)
Share the transformation they’ll get if they tune in (share the what, not the how)
Listen now>> ADD Shortened URL (checkout bitly.com)
Five relevant hashtags

THREE | Big Ah-Ha Moment

Share your big realization or moment of clarity
Share your transformation
Three reasons why someone needs to listen
Listen now>> ADD Shortened URL (checkout bitly.com)
Five relevant hashtags

Facebook

Facebook pages should have at least five posts per week. If your podcast is part of an existing brand, one or two weekly posts can be about the podcast, and you can also incorporate stories. Now, if you have a page specifically for your podcast, you’ll need to get creative and post at least five days a week.

Post Strategy:

Traffic | Share the episode post from your website to increase web traffic.
Engagement + Relationship | Share a hot quote or statement from the episode and encourage audience engagement by asking if they agree.
Reward The Algorithm | Go live and talk about upcoming episodes or that week’s guest.
Reward The Algorithm | Share a video clip from that week’s guest or episode.
Build Relationship | Talk about your experience working on an episode or talking to a guest – don’t give it away, talk about your internal journey.

Media + Post Types:

Video | 280×720 Video clip with a hot quote of the host speaking or dialogue between guest and host. The goal is for your audience to SEE YOU, consider this appraoch over an episode graphic with audio. Always add subtitles.
Link| Link to the episode on your website (SEO backlink). It looks like an article type post.
Image | A square graphic with a hot quote from the episode or the episode title.
Video | Go live and talk about an episode or interview you’ve just released. Don’t give it all away; tell people why they should listen.
Image | 1080×1920 Story (link to episode page)

Best Practices

Use high resolution imagery or video.
Always add subtitles to video.
Always tag your guest in posts.
Always include a CTA, link, and tell people where you want people to go.
Always add ALT text to media
Copy should be 20% of imagery (Technically you can go over, but 20% is recommended. Less is more.)
63K Characters per post
Frequency is 5 posts per week minimum
Daily stories (1-2)

Example Page: https://www.facebook.com/TheJoeRoganExperience

What we like: Vdeo with host/guest back and forth.
What we don’t like: No subtitles on videos. It needs more text about the video and link(s) to where to listen.

Instagram

In 2022, reels are a huge way to grow your audience. They can also be used for TikTok. Rather than posting the popular static image with a guest audio clip, give the people what they want! Create a reel that shows you speaking and your guest, with subtitles. Choose a hot clip, and then in the text area, let people know more about the episode and where they can listen.

Post Strategy:

Traffic | Post once the episode is live and encourage people to listen by sharing three big reasons the episode will “transform” them or meet a specific need.
Engagement | Share a hot quote or statement from the episode and encourage audience engagement by asking if they agree.
Relationship | Talk about your experience working on an episode or talking to a guest – don’t give it away, talk about your internal journey.
Reward The Algorithm | Leverage Reels to share a hot take from the episode and help your reach go farther.

Media + Post Types:

Video | 1080×1920 Reel with guest/host back and forth. Always add subtitles.
Video | 1080×1920 Reel with a hot quote from the host for a solo episode (this can be clipped from the video taken or can be recorded afterward, especially for social). Always add subtitles.
Image or Video | 1080×1920 Story (link to episode page)
Image | 1400×1400 graphic with a hot quote from the episode or the episode title.
Video | 1280×720 Video clip with a hot quote of the host speaking or dialogue between guest and host. The goal is for your audience to SEE YOU, don’t just use an episode graphic with audio as a video. Always add subtitles.

Best Practices

Use high resolution imagery or video.
Always add subtitles to video.
Always tag your guest in posts and stories.
Always include a CTA in posts that makes it clear where to listen. List platforms over URLS, links don’t work in Instagram posts.
Use a sticker to create a clickable LINK CTA when creating Reels
Use a sticker to create a clickable LINK CTA in stories
Always add ALT text to media
Copy should be 20% of imagery (technically you can go over, but 20% is recommended)
Video in feed can be up to 1 minute long
Reels can be 90 seconds long
Reels should include music and subtitles
Post length is 2.2K characters
Frequency is 5 posts per week minimum (to do more with less, create more Reels & stories)
Daily stories (1-2 unique stories)

Example Page: https://www.instagram.com/relationshiprestored/

What we like: Great use of reels with subtitles and a nice aesthetic feed with purpose.

Twitter

Twitter supports a heavier frequency than other platforms. That means you can post more often! Think of Twitter like an extension of your thoughts. It’s almost like you’re thinking out loud, but with a strategy! If you ARE your brand, Twitter is a place where you can easily share your thoughts as they relate to your projects and the interests of your ideal listener.

Post Strategy:

Engagement | Ask your audience questions about hot topics on the podcast or upcoming topics a guest will address to gage their response, interest, and opinion.
Traffic | Send people back to your website by sharing an episode link from your website.
Reward The Algorithm | Respond to tweets and people on Twitter that share your audience. The followers of that key figure will see your tweet.
Build Relationship | Share quick key thoughts about episodes you’re creating and big topics you’re wrestling over. Think of Twitter like thinking out loud.

Media + Post Types:

Video | 1280×720 One min video clip with a hot quote of the host speaking or dialogue between guest and host. The goal is for your audience to SEE YOU, don’t just use an episode graphic with audio as a video. Always add subtitles.
Link | Episode post from your website (SEO backlink)
Image | A square graphic with a hot quote from the episode or the episode title.

Best Practices

Use high resolution imagery or video.
Always add subtitles to video.
Always tag your guest in tweets.
Always include a CTA in posts that makes it clear where to listen.
Copy should be 20% of imagery (technically you can go over, but 20% is recommended)
Always add ALT text to media
Tweets have a 280 character limit
Video length is 2 min 20 seconds
Frequency is 5 tweets per week minimum

Example Page: https://twitter.com/iraglass

What we like: Ira is a podcast host, author, and writer. He uses his Twitter to showcase his thoughts and personality almost like he would in person. His account goes beyond just promoting his podcasts or projects, it’s filled with personality and his interest. If you are a thought-leader, being genuine and connecting on a personal level is critical online. This doesn’t mean you don’t have boundaries, it means you can use this platform to show a different side of you as it supports a heavier frequency and you can engage with people differently than you would on other social media platforms.

LinkedIn attracts professionals. If your ideal listener is industry specific, job title specific, or career oriented you likely want to be on LinkedIn. You can post from your personal account if you are your brand or you can create a page specifically for your podcast that you manage from your personal account. In either case, remember that LinkedIn is where you want to demonstrate knowledge and are a little more buttoned up. You can be vulnerable, but it’s professional vulnerability just like you share on your podcast. Show up at least 3 times a week.

Post Strategy:

Engagement | Ask your audience questions about hot topics on the podcast or upcoming topics a guest will address to gage their response, interest, and opinion.
Traffic | Send people back to your website by sharing an episode link from your website.
Reward The Algorithm | Drop into relevant conversations and posts so people get to know you and check out your profile. Be active!
Build Relationship | Share quick key thoughts about episodes you’re creating and big topics you’re wrestling over. Share your wins!

Media + Post Types:

LINK | Episode post from your website (SEO backlink)
IMAGE | Episode graphic with title or hot quote.
VIDEO | 1280×720 Video clip with a hot quote of the host speaking or dialogue between guest and host. The goal is for your audience to SEE YOU, don’t just use an episode graphic with audio as a video. Always add subtitles.

Best Practices

Use high resolution imagery or video.
Always add subtitles to video.
Always tag your guest in tweets.
Always include a CTA in posts that makes it clear where to listen.
Copy should be 20% of imagery (technically you can go over, but 20% is recommended)
Always add ALT text to media
Post length is 3K characters
Video length is 30-90 seconds
Frequency is 5 posts per week minimum

Example Page: https://www.linkedin.com/in/brenebrown/

What we like: Brene is her brand so she promotes her books, podcasts, or anything she creates from her personal account. The podcast naturally falls into the mix as everyone who follows her is an ideal listener. She shares strong quotes from her episodes that go a long way and she shows photos from Zoom of her talking with podcast guests. She does a great job and building relationship.

TikTok

TikTok is hot ins 2022! If you leverage this platform correctly you have he opportunity to increase your reach massively! The key remains, sharing content in a way the platform rewards and that quickly peaks to your ideal listener. The quicker you can grab your ideal listener, the more likely you’ll be to have them follow you and engage. What we like to see on TikToK for podcasters are video from episodes and interviews that show the host and/or guest. Get personal, don’t use still images with audio only, leverage the platform for success. You also have the opportunity to go live and engage with your followers in REAL time.

Post Strategy:

Engagement | Share hot quotes from an episode or interview and ask your audience’s opinion.
Relationship | Go live or do personal videos talking about upcoming episodes and why you personally are excited or why you created this content.
Relationship | Show case your interests as it relates to your content and ideal listener.

Media + Post Types:

Video | 1080×1920 TikTok with guest/host back and forth. Always add subtitles.
Video 1080×1920 TikTok with a hot quote from the host for a solo episode (this can be clipped from the video taken or can be recorded afterward, especially for social). Always add subtitles.
Live Video | Jump on to talk about an upcoming episode or interview that just went live. Don’t give it all away, tell people why they should listen and how it will change them.