Want your podcast to reach more listeners? Start here.

Distributing your podcast effectively is just as important as creating it. Here’s what you need to know:

• Set up hosting: Choose a platform like Libsyn ($7/month) or Buzzsprout ($12/month) to store your episodes and generate an RSS feed.

• Submit to major platforms: Add your podcast to Apple Podcasts, Spotify, and Google Podcasts to access millions of listeners. Each has specific submission steps but focuses on your RSS feed.

• Expand reach: Use YouTube for video podcasts, submit to niche apps like Pocket Casts, and enable smart speaker access via TuneIn or Google Assistant.

• Optimize your presence: Keep branding consistent, monitor analytics, and ensure your podcast is polished across all platforms.

• Promote effectively: Use social media, audiograms, and platform tools like Spotify Codes to reach your audience.

Quick Comparison

Start with these steps to maximize your podcast's reach and visibility.

Best way to start a video and audio podcast (and distribute to YouTube, Spotify, Apple)

Step 1: Set Up Your Podcast Hosting

Your podcast hosting platform is where your episodes live and how they reach major directories like Apple Podcasts and Spotify. Think of it as the backbone of your podcast’s distribution.

Choose a Podcast Hosting Platform

A good podcast hosting platform does more than just store audio files. It creates the RSS feed that directories need, tracks analytics, and handles the technical stuff so you can focus on making great content. Look for features like user-friendly interfaces, ample storage, and smooth integration with major platforms [1].

Budget is an important factor. While there are free options, paid plans often provide better tools, more storage, and advanced customization. Choose a host that can grow with you as your audience expands [1][4].

Here’s a quick comparison of popular hosting platforms and their starting prices:

When selecting a platform, consider factors like customer support, bandwidth for growing audiences, and options for monetization [2][4].

Once your hosting platform is set, it’s time to build your podcast profile.

Create and Complete Your Podcast Profile

Your podcast profile is your chance to make a strong first impression. Start by picking a name that’s catchy, relevant, and easy to spell. Include meaningful keywords, but don’t overdo it [5]. Make sure the name isn’t already taken and check its availability as a domain and on social media.

For your podcast cover art, follow industry standards: use a 3,000 x 3,000 pixel square image in JPG or PNG format [5]. Keep the design simple, bold, and readable, even at smaller sizes.

Write a short, compelling description that clearly highlights your show’s value. This description will often appear in search results. Additionally, select up to three categories that best match your content to improve discoverability. Consistency in episode metadata - like titles, descriptions, and publication dates - will give your podcast a polished, professional look [5].

Generate and Verify Your RSS Feed

An RSS feed is what connects your podcast to directories. It includes details like your podcast’s title, description, artwork, and links to your episodes. Most hosting platforms generate this feed automatically when you set up your account, ensuring it stays updated as you release new episodes [7]. If you prefer more control, you can manually create an RSS feed by hosting your audio files on your website using tools like WordPress or Squarespace, combined with plugins like PowerPress [7].

For example, if you’re using RSS.com, start by creating a free account and verifying your email. Then, select "New podcast" and fill in details like the title, description, and feed URL. Don’t forget to add cover art, author information, and categories before saving [6].

Before submitting your podcast to directories, run your RSS feed through validators like Cast Feed Validator or Podbase Podcast Validator to catch errors or warnings [9][8]. Key technical requirements include:

• A complete RSS feed URL using the https protocol

• A valid <enclosure> tag for each episode (covering the URL, file length, and type)

• Proper XML formatting, starting with the XML declaration [9]

"After your podcast is distributed, you should check your RSS channel links on all distribution platforms periodically to safeguard against glitches in episode or channel links." - Izzy Cao, BD Manager for Castbox [3]

Regularly checking your feed helps spot issues early. Apple Podcasts Connect also validates your podcast during submission to ensure it meets all technical standards [9][10].

With your hosting, profile, and RSS feed ready, you can move on to submitting your podcast to major directories.

Step 2: Submit Your Podcast to Major Platforms

Now that your hosting and RSS feed are ready, it’s time to make your podcast available on the platforms where most listeners discover shows. Focus on Apple Podcasts, Spotify, and Google Podcasts - these dominate the podcasting landscape. Keep in mind that all submissions require HTTPS URLs.

Apple Podcasts Submission

Apple Podcasts is the largest podcast directory, so getting your show listed here is a must. Start by logging into Apple Podcasts Connect with your Apple ID. From there, click "Add a Show" and paste your RSS feed URL into the submission form. Apple will automatically pull key details like your podcast title, description, and artwork directly from the RSS feed.

Double-check that your cover art is square and your audio meets professional quality standards. Also, ensure all URLs use HTTPS for security.

"All shows must pass technical validations and a review process before they're made available on Apple Podcasts." - Apple Podcasts for Creators [11]

Approval can take anywhere from 1 to 5 business days. Once approved, Apple will notify you via email, and your podcast will go live.

Spotify Integration

After Apple, move on to Spotify, which offers a quicker process. Log into Spotify for Podcasters and create an account if you don’t already have one. Click "Add a Show" and input your RSS feed URL. Spotify will send an email to verify ownership of the podcast.

If available, use the one-click submission option to speed things up.

Spotify typically processes submissions within 24 to 48 hours. Once your podcast is live, Spotify will automatically pull new episodes from your RSS feed, so you won’t need to upload them manually.

Google Podcasts Submission

Google Podcasts takes a different approach compared to Apple and Spotify. Instead of requiring manual submission, Google automatically indexes podcasts that meet its technical requirements. To ensure your podcast is indexed, you’ll need a public RSS feed with at least one episode [12].

To check if your podcast has been indexed, search for its name on Google Podcasts. If it doesn’t appear after a few days, confirm that your RSS feed is publicly accessible and correctly formatted.

Quick Reference Guide

Here’s a handy table summarizing the submission process for the major platforms:

Promote Your Podcast URLs

Each platform will assign your podcast a unique URL. Bookmark these links and use them to promote your show, making it easy for listeners to find and subscribe on their preferred app. Once you've covered the major platforms, you’re ready to explore additional distribution opportunities.

Step 3: Expand Your Distribution Network

Reaching more listeners means getting your podcast on platforms where they already spend their time. Beyond the major platforms, consider places like YouTube, niche podcast apps, and even smart speakers. These channels give you the chance to connect with audiences who prefer discovering content in different ways.

Use YouTube for Podcast Distribution

YouTube has become a major player in podcast discovery. In fact, 28% of weekly podcast listeners in the U.S. use YouTube to consume podcasts, and 52% find new shows there [13]. If you’re not using YouTube yet, now’s the time to start.

Set up a dedicated YouTube channel for your podcast and organize episodes into playlists to make it easy for viewers to navigate. Think of YouTube as a search engine - your episodes can pop up when people search for topics you cover.

Here’s an interesting stat: 80% of the most-watched podcast videos include hosts on camera, and these videos typically get twice the watch time compared to those with static visuals [13]. If appearing on camera isn’t an option, focus on creating engaging visuals that complement your audio.

"I started on YouTube just a year ago, but in that year, I've had more YouTube views than podcast downloads (and the podcast is three years old)! Even better - videos on YouTube may suddenly get traction months or even years after release. The back catalog in video gets much more attention than in podcasting. If you're thinking about getting into podcasting, I'd highly recommend taking a YouTube-first approach." - Jay Clouse, host of the Creator Science Podcast [14]

To stand out, design eye-catching thumbnails that reflect your podcast’s branding, and add captions to make your content more accessible and searchable. Don’t forget to experiment with YouTube Shorts - short clips from your episodes can act as teasers to draw in new viewers.

Once you’ve got YouTube covered, it’s time to explore niche apps.

Submit to Niche Podcast Apps and Aggregators

While big platforms are essential, specialized directories can help you connect with highly engaged listeners who are actively searching for content in your niche. These apps often attract audiences with specific interests, making them a great way to target listeners who are likely to stick around.

Most podcast hosting services offer one-click submission options to distribute your show to multiple directories at once. This saves you time compared to manually submitting to each platform. Some directories, like Overcast and Pocket Casts, even pull episodes directly from Apple Podcasts [15]. However, submitting your podcast directly can give you better control over how your show appears and how its metadata is displayed.

Focus on directories that align with your podcast’s theme. For example, a business-focused podcast might do well on industry-specific platforms, while an entertainment podcast could thrive on apps tailored to certain genres. The idea isn’t to be everywhere - it’s to be where your ideal audience is.

Now let’s look at how smart speakers can help you reach even more listeners.

Enable Smart Speaker Access

Smart speakers are becoming a popular way to listen to podcasts. To make your podcast accessible on these devices, start by publishing it through TuneIn for Amazon Alexa and ensuring it’s available on Google Podcasts for Google Assistant users (which you may have already done in Step 2).

Once set up, listeners can simply say, “Alexa, play [your podcast name]” or “Hey Google, play [your podcast name],” and your content will start streaming [16].

To make sure everything works smoothly, test these commands using the Amazon Alexa and Google Assistant apps [16]. This ensures that your podcast can be found and played without any hiccups.

Additionally, you can link Alexa to apps like Spotify or Apple Music, giving listeners even more ways to find your show on their preferred platforms [17].

Step 4: Optimize and Monitor Your Podcast Presence

Once your podcast is live, the work doesn’t stop there. Maintaining a polished presence and keeping an eye on performance metrics are key to building credibility and fine-tuning your approach.

Keep Your Branding Consistent Across Platforms

Consistency is the secret sauce for making your podcast recognizable and trustworthy, no matter where listeners find it. Whether it’s Apple Podcasts, Spotify, or YouTube, your visual and audio branding should look and feel the same everywhere.

Use the same podcast artwork, episode descriptions, and category selections across all directories. This way, when people come across your show on different platforms, they’ll instantly know it’s yours. First impressions matter, and this uniformity helps establish trust and authority from the get-go [18].

Your audio branding matters too. Standardize elements like your intro, outro, and any sound processing to maintain a professional and familiar listening experience. Ensure that the recording conditions, microphone setup, and editing quality remain consistent across episodes. This creates a smooth and enjoyable experience for your audience [18].

Even your delivery style - your voice, tone, and energy - should stay steady. A consistent style helps listeners connect with you and keeps them coming back for more. Once your branding is locked in, it’s time to focus on tracking your podcast’s reach and performance.

Monitor Distribution and Analyze Performance

Keeping tabs on your podcast’s distribution and analytics is vital for refining your strategy. Start by creating a simple spreadsheet to track which directories have approved your podcast, which are still pending, and any that have rejected your submission. This ensures you don’t lose track of where your show is available.

Most podcast hosting platforms provide built-in analytics that offer insights like download numbers, listener trends, and app-specific data [19]. For a deeper dive, explore platform-specific tools. For example, Apple Podcasts Connect shares data on follower counts and episode engagement [19], while Spotify for Podcasters provides demographic details like age and gender [19].

If you need even more granular insights, consider specialized analytics tools. CoHost offers advanced analytics for $35 per month, while Podtrac provides a free basic tracking option with premium upgrades starting at $20 per month [20]. However, many beginners find the analytics from their hosting platform sufficient to start understanding their audience.

Once you’ve got a handle on performance metrics, think about creating a centralized online space for your podcast.

Build a Podcast Website

A dedicated website can be a game-changer for your podcast. Unlike hosting platforms with limited customization, a website gives you full control over how your podcast is presented and allows you to connect with your audience more deeply [21].

A website also boosts your visibility on search engines. When people search for topics you discuss, your website can show up alongside individual episodes, giving your SEO efforts a boost [21][22]. Plus, it opens up monetization opportunities, such as selling merchandise, accepting donations, running ads, or offering premium content [21][22].

Another advantage is the ability to gather data on visitor behavior. You can see which episodes draw the most attention and which calls-to-action are driving results. If building a full-fledged website feels like too much, many hosting platforms offer free podcast pages. These pages centralize your episode links and basic show info, giving you a simple yet effective web presence.

Step 5: Promote Your Podcast for Greater Reach

Once your podcast is optimized and performing well, the next step is to actively promote it to expand your audience. As Alban Brooke, Head of Marketing at Buzzsprout, wisely notes: "Effective podcast marketing always starts with a great podcast at its foundation" [23]. With that solid base in place, it's time to focus on strategic promotion to attract new listeners and keep them engaged.

Create Content Tailored to Each Platform

Every social media platform has its own vibe, so your promotional content should align with the audience and culture of each one. What grabs attention on TikTok might not work on Facebook, and something perfect for Instagram may not resonate on LinkedIn.

• Audiograms: These short, animated video clips with waveforms are ideal for visual platforms like Instagram and Twitter. They highlight key moments from your episodes and are great for catching attention while users scroll [23].

• YouTube Clips: With 18% of podcast listeners preferring YouTube [23], posting short, engaging video clips from your episodes can help you tap into this audience. Bonus: it also improves SEO by driving traffic back to your podcast or website.

• Teasers and Quotes: Share snippets or standout quotes from upcoming episodes to build excitement. For example, Broccoli Productions successfully promoted their podcast We Were Always Here by placing QR codes on posters in the London Underground, making it easy for commuters to scan and listen [24].

The key is to customize your posts for each platform. Whether you’re creating a TikTok reel or a LinkedIn post, tailor your approach to make the most of the platform's unique strengths.

Take Advantage of Platform-Specific Tools

Podcast platforms and social media networks offer features designed to help creators boost visibility and engagement. Here are a few examples:

• Spotify: Use Spotify Codes - scannable images that link directly to your podcast or specific episodes. Spotify also offers Ad Studio, where you can create targeted ad campaigns with budgets starting at $250 [30]. Don’t forget to make your cover art eye-catching, as it plays a big role in attracting new listeners.

• Apple Podcasts: Apple provides tools like embedded players, QR codes, custom subscription links, and ready-to-share social media posts to help you promote your podcast across multiple channels [29].

• YouTube: If you upload full episodes or longer clips, use chapters to make it easier for viewers to jump to topics they’re most interested in. Optimizing your episode titles and descriptions can also help with search engine rankings [23].

Each platform has its own strengths, so take the time to explore and utilize these tools to maximize your podcast’s reach.

Let Analytics Guide Your Promotion

Promotion works best when it’s backed by data. Dive into the analytics provided by podcast platforms and social media to understand what’s working and where you can improve. Look at metrics like referral sources, engagement rates, and audience demographics to fine-tune your promotional strategy [27][25].

Understanding your audience is crucial. Analytics can reveal who your listeners are, what they care about, and how they interact with your content. Use this information to craft messaging that resonates with them, building on the insights you’ve already gathered in earlier steps [26].

If managing all this feels overwhelming, you can always turn to services like NXT Brand Up, which offers end-to-end podcast support. Their packages, starting at $1,499 per month, cover everything from short-form content creation to social media management and digital advertising.

Conclusion: Your Podcast Distribution Journey

You've laid the groundwork with hosting, platform submissions, network growth, and optimization. Now, it's time to fine-tune your podcast distribution strategy. Getting your podcast out there is just the beginning - what really matters is building on that foundation for long-term success.

Keep a close eye on your performance metrics to understand what resonates with your audience. For instance, NPR found that up to 35% of listeners drop off within the first five minutes of a podcast episode [28]. This makes it essential to analyze listener behavior, especially drop-off rates, and use that data to refine your content. Dive into your distribution analytics - figure out which platforms attract the most engaged listeners, aim for consumption rates above 80% [25], and pay attention to audience demographics to tailor your approach.

Make your promotional efforts efficient and impactful. Organize your assets and adapt your content to fit each platform [31]. Automating repetitive tasks can save time, but don't forget the importance of personal connections. Include clear contact links in your episodes, show notes, social media profiles, and website [32]. Consistency is key - whether it's your publishing schedule, branding, or marketing efforts. Staying consistent not only builds trust but also keeps your podcast relevant in an ever-evolving space.

Refining your strategy is a continuous process. It’s about learning, adapting, and improving to grow your audience and strengthen their loyalty. And don’t forget - 13% of podcast downloads are never actually listened to [33]. Focus on creating content that grabs attention from the start and holds it all the way through.

For more tips and tools to enhance your podcast’s distribution and promotional efforts, check out the resources available on the NXT Brand Up blog.

FAQs

What should beginners look for when choosing a podcast hosting platform?

When choosing a podcast hosting platform, there are a few key things to keep in mind to get off to a good start. Ease of use should be at the top of your list - pick a platform with a straightforward, user-friendly interface that makes uploading and managing episodes simple.

Cost is another factor to weigh carefully. While some platforms offer free plans, make sure the features included will support your needs as your podcast expands.

You’ll also want to pay attention to storage and bandwidth limits, as these affect how many episodes you can upload and how many listeners can stream your content without interruptions. Lastly, having access to solid analytics and support is invaluable. Analytics help you understand how your podcast is performing, while good support ensures any hiccups are resolved quickly, so you can focus on growing your audience and refining your content.

What are the best ways to promote my podcast on social media to grow my audience?

How to Grow Your Podcast Audience on Social Media

If you want to expand your podcast's reach, social media is your best friend. Start by identifying the platforms where your target audience spends most of their time - whether that's Instagram, TikTok, Facebook, or another channel. Once you've figured that out, focus on creating and sharing content that grabs attention.

Short clips or highlights from your episodes work wonders. Choose moments that are either super engaging, thought-provoking, or even funny - basically, the parts that make people say, "I need to hear more of this!" These snippets are like a trailer for your podcast, giving potential listeners a taste of what they’re missing.

Don’t forget about hashtags. Using the right ones can boost your content’s visibility and help you connect with like-minded communities. Another great strategy? Team up with influencers or other podcasters. Collaborations can introduce your show to entirely new audiences.

Finally, consistency is everything. Post regularly, engage with your followers, and create a sense of community. When people feel connected to you, they're more likely to stick around and spread the word. Over time, these efforts can help your podcast gain traction and attract a loyal listener base.

Why isn’t my podcast showing up on Google Podcasts after I submitted it?

If your podcast isn’t showing up on Google Podcasts, the first step is to make sure your RSS feed is indexed by Google. You can do this by searching for your podcast directly on the platform. If it doesn’t appear, you’ll want to verify ownership through Google Podcasts Manager - this can help boost its visibility.

After that, double-check that your RSS feed and episode files are publicly accessible. For example, there shouldn’t be any restrictions like password protection. A quick way to test this is by opening your feed URL in a private browser window. If everything seems accessible but your podcast still isn’t listed, you can manually submit your RSS feed to Google using a submission service. Just remember, indexing can take a few days, so give it some time and check back later.

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