Great news, Facebook has announced your audience can listen to your episodes directly on your Facebook page. So what does this mean for podcasters? And how will this new feature help you promote your podcast on Facebook?
Well, although the full details of what this means for podcasters is still a little unknown, here is what we know for sure:
- The addition of a Podcasts tab to Facebook pages that are connected to your podcast,
- The creation of a FB podcast app,
- Automatic podcast promotion on FB, and;
- Podcast audiogram features called Soundbites.
It is important to note here that Facebook is soft launching this feature. This means that it will be available at the moment only in the US with some selected podcasts. However, they promise they will roll it out to other podcasts in the future.
And to celebrate this momentous occasion, we at Spreaker thought it would be a good idea to break down all the ways you can promote your podcast on Facebook.
This means that there has never been a better time to start harnessing the power of Facebook or understanding more about how you can leverage it for your podcast.
Are you ready to learn how to create a business page and how to use Facebook groups to gain momentum for your podcast? Ready to promote your podcast on Facebook? Let’s dig in.
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Facebook Business Page for your Podcast
Facebook will allow you to add your podcast to your Facebook Page soon. We will update this article once we have instructions available. In the meantime, we suggest creating a Facebook Fan Page for your podcast, if you haven’t already. This way you’ll be ready when Facebook Podcast will be launched.
2.74 billion active users are on Facebook. To put that into context, more than half the world’s population, 59% to be exact, is on Facebook. If you’re not convinced yet, there are more reasons to hop on the Facebook bandwagon including gaining valuable insights on your audience that isn’t offered on Instagram. For instance, you can seamlessly export data based on video, page, and post type into files so that you can better understand what your audience is interested in based on the different types of content you post.
Moreover, the features available on Facebook business pages like call-to-action buttons, event scheduling options, and e-Commerce catalog shopping allow your customers to easily interact with your podcast brand.
If you already have set up a Facebook page for your podcast, you can skip this step. Otherwise, read on!
How to set it up
Setting up your Facebook page is simple, and the best part is it’s free! Here’s how to do it:
We can get started by going to Facebook and clicking on create a page when logged in or use this link while logged in to an active Facebook account. Then you should:
- Enter the name of your Facebook Page you want to use
- Include the category you want the page to be listed under
- Enter the description for the Facebook Page.
- This section is a great place to link your Spreaker Podcast page or an embed code for your podcast.
- Select the blue “Create Page” button at the bottom of the page.
Once the page progresses to the next section, it will ask to have a profile image and a cover image uploaded to the page and the images saved. These images can be changed out later on if you chose to do so.
These images will help attract followers to the page with eye-catching images. After the previous images are saved it will open the newly created Facebook fan/business page.
Now that the page is created, Hosts can post automatically to introduce the page, and podcast for upcoming viewers.
By selecting the manage option that is located below the profile and cover image, it will let the creator invite friends and followers to the page, give options on scheduling posts, the statistics the page has currently (they will update with more people viewing the page) and many other helpful tools.
You should also plan out where you’d like to guide your audience to set up your call-to-action button. Since they still don’t have the podcast episodes readily available to listen to on the platform, think about linking to your website, your podcast page on Spreaker, or an email newsletter sign-up.
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Resources Available with a Facebook Business Page
Now that you have your shop set up, let’s explore some more options available on your Facebook business page including creator studio, the event app, and live streaming features.
Creator Studio for Podcasters
Creator studio is a space where you can conveniently manage both your Facebook and Instagram content. There are tons of tools available inside this platform so we’ll highlight the most beneficial parts for your podcast. For one, you can schedule out promotional posts or videos to promote episodes or merchandise for your podcast to save you time. Scheduling it all in bulk will save you time, and with Facebook’s cross-promotion feature, you can efficiently post to Instagram too.
Alternatively, you can use creator studio to view in-depth insights about your content like:
- People Reached
- Link Clicks
You’ll also be able to see data like:
- Content performance
- Estimated earnings
To get the most out of these analytics we suggest aligning them with your podcasting goals. For example, if your goal is to get more engagement with your podcast, you might determine that the engagement and shares are the metrics to focus on.
Because 92% of marketers who use video report it as an essential part of their strategy, using video marketing to promote your podcast is a fantastic medium to test out. And, with Facebook’s “minutes watched” insight you can now see just how long your audience is viewing your videos and tweak them accordingly.
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Events Feature for Podcasters
Aside from the creator studio, the events option is a fantastic way to generate new leads, stay engaged with your listeners, and build stronger connections. Whether you’d like to promote a new podcast episode with a notable guest, or you’re hosting an in-person event about your industry the events tool can help you advertise this (for free!).
What’s neat about the integration of the events feature is you’ll be able to see your audience responses and they’ll be automatically notified as the event approaches so all you have to do is sit back and relax!
Harnessing the Power of Live Streaming for your Podcast
Now, let’s chat about how you can utilize the live streaming feature to create a deeper level of connection amongst your audience. Going live with a podcast guest on Facebook is a great way for your listeners to get to know you and your personality better.
A different kind of bond is created when you can hear and see the person speaking and how they interact with their guests. Not only can you use this to create another level of loyalty, but you can additionally download your live sessions and cross-promote them on other social channels.
There are many ways that you can go live. You can go live from the Facebook app, from the Creator Studio app, and from your computer. You can go live on a Page, in a group, or an event. Your live videos may also appear in News Feed and on the new live video destination on Facebook Watch, which makes it easy for users to find live content they care about.
Here are a couple of other cool features that you can test out:
With Live Producer, you have the option to go live using a camera and streaming software, also referred to as encoding software or an encoder. The encoder that’s best for you may depend on the type of content you plan to stream. There are several programs to choose from, including free open-source software. Learn more about encoding software options and going live with streaming software.
Live With is a built-in co-broadcasting feature that lets you invite one other person into your mobile live broadcast. You can bring on a guest speaker, interview an expert, or perform with a fellow artist, among other use cases.
As the host, you can select a guest to go Live With during a mobile live broadcast from your Page or profile Live With is not available in Live Producer.
Broadcasting Live from Messenger Rooms
This Messenger Rooms feature allows you to turn your room into a co-hosted Facebook Live. You can easily go live with up to 50 people to a Facebook Profile, Page, or Group you manage.
Whether you’re hosting a book club, interviewing a panel of experts, teaching a fitness class, or broadcasting with your friends for fun, going live from a room makes it easy to have more interactive broadcasts with audiences of any size.
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Facebook Business Page strategy
You can’t just throw spaghetti at the wall and hope that it sticks, you need a plan. So, in this section, we’ll cover the type of content you should consider posting, and how to plan it out using creator studio.
Type of Content to Post for your Podcast
We noted earlier that 92% of marketers use videos to promote their business, and your podcast should be no different. Video marketing is changing the game so to incorporate it into your content strategy here are some ways you can utilize it:
- Create a 15-20 second promotional video for an upcoming episode using Magisto
- Cut and edit a memorable sound bite from a Facebook live episode using the Splice App
- Create an animated explainer video that expands on a podcasting concept using Powtoon
- Use Life Lapse stop motion video app to showcase new podcast merch
- Use behind the scenes video footage to create curiosity for your episodes
- Create an audiogram to highlight prominent parts of the show
Other types of content that perform well on Facebook include:
- Notable quotes with a branded graphic
- Photos with guests
- Showcasing your studio set up
- Share a memorable Q&A from an episode with a graphic
Aside from all these ideas, don’t stray away from repurposing old episodes that were popular or resharing old footage because you never know who missed them the first time around!
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How to use Creator Studio to Schedule out Your Posts
Let’s start with creating a content calendar.
Whip out a new google document and brainstorm 3-5 topics you’ll talk about in your podcasts. Once you have those down and created you’ll be able to break down your posts into subcategories of those topics and create your content given some of the ideas we previously noted.
From there, you’re ready to schedule on Creator studio. Click on the create post button and then select the type of content you’re going to upload. You can bulk upload up to 50 videos at once which is extremely convenient.
Next, you’ll add your copy, hashtags and then determine when you’ll be posting (date/time). Use the insights from your previous content and that of your competitors to make this decision and use the cross-promotion feature to schedule those same posts out to Instagram as well.
Facebook Ads for Podcasters
Facebook ads are an intuitive marketing tool that unlocks the ability to get very granular about your campaigns. Not only can you target and retarget specific audiences, but you can also use Facebook ads to increase your web traffic and brand awareness while simultaneously lowering your marketing costs.
You might be wondering, “how can Facebook lower my marketing costs?” Because of a handy tool known as the Facebook pixel, you can track how well your campaigns convert so that you can optimize and retarget without guessing (and wasting money). Essentially, the pixel is a piece of code that you place on your website that collects valuable insights.
Additionally, one of the most prominent features of Facebook ads is the ability to target a very specific audience. With Facebook’s lookalike audience you can upload your customer information data and Facebook will essentially create an audience that fits those similar traits and behaviors. With these features available you’re able to qualify leads quicker and thus lower the costs of your marketing budget.
Learning Facebook ads is like a college course in and out of itself, but luckily, with “boosted posts” you can increase your brand awareness without the overwhelm. With boosted posts, you can create an audience and budget and Facebook will do the rest for you. In this way, you won’t have to wait until you feel ready to start, you can get your skin in the Facebook ads game while you’re learning.
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If you’re ready to set up an official Facebook ad, let’s get to it.
How to set up a Facebook Ad
The most important part of this process is the intention. If you’re advertising your podcast for the first time on Facebook, set a realistic goal. And by that we mean, if you’re looking to increase your podcast brand awareness, don’t expect to get 100 conversions to your email list right off the bat, start small, set the objective as brand awareness or reach.
Here are the steps that’ll guide you to set up an ad:
- Choose your objective: awareness, consideration, or conversion – under each of those categories will be an additional choice: brand awareness, reach, traffic, lead generation, etc.
- Create your audience: either from new or saved – if you create new, identify where your audience most likely lives, how old they are, and their interests (to find this information, head to your analytics from your podcast)
- Decide where your ads go: automatic or edited- it’s recommended to select automatic as Facebook will populate the most optimal place for them to be seen
- Select your budget: we suggest using the bidding feature and scheduling a start and end date with a specific budget (unless you have experience with ads / have a larger marketing budget)
- Choose your format: video, static post, slideshow
- Write your copy: this includes a call to action button and a link to a specific landing page
With these steps in mind, let’s dive a bit deeper into what makes a successful Facebook Ad.
The ingredients to a successful Facebook Ad
The graphic or visual for your ad
Nowadays, consumers are looking for authenticity. Use one of the behind-the-scenes footage videos or a punchy sound bite audiogram to showcase your personality. Don’t be afraid to use your already made content and pizazz it to fit Facebook.
It is said that you have 3-5 seconds to visually capture your audience’s attention and videos between 15-30 seconds perform the best on Facebook so think about your video watch time from previously posted videos and decide on how you can incorporate a portion of it into an ad.
In addition to the time specifications, your visual should portray your brand story, a podcasting topic, or an upcoming event about your podcast.
If you’re looking to make a visual from scratch we recommend using video tools like Magisto, Headliner, or the Facebook Ad creator itself to create an eye-popping ad.
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Copywriting for your ad
The copy for your ad should align with the visual you created. It should also include essential components like an attention grabber, pain points, a solution, and a strong CTA (call-to-action), including your value proposition.
Some tactics you can utilize to hack the hook include questions, bold statements, or by providing a results-based solution straight away.
Let us give you an example that you may have seen before:
“At 60 miles an hour, the loudest noise in this new Rolls-Royce comes from the electric clock”
This headline was written by copywriting guru, David Ogilvy and appeared in the 1959 newspaper ad for Rolls Royce.
He used multiple tactics including highlighting the competitor’s downfalls, appealing to the audience’s pain point, and showcasing a benefit (60 miles an hour) of this new car.
With that said, having a solid understanding of your audience, their interests, pain points, and levels of awareness for your podcast will be crucial to create a headliner that stands out.
In addition to hooks, and pain points, you’ll want to make sure you incorporate an enticing offer that your listeners can’t resist. For instance, if you’re a life coach and your podcast talks about the ways to carry out thought work to improve your life your CTA would look something like this, you’ll: Unlock the secret to changing your thoughts in 30 days by implementing (insert technique here)
And then a link to an episode that discusses the specific technique. Hubspot’s blog; 40 Call to Action Buttons You can Help but Click has some awesome ideas if you’re at a loss for words.
Altogether, the better you know your audience and can utilize your Facebook and Podcast insights, the more specific and detailed you can be with your copy and therefore speak to a very targeted audience.
For long-term success with Facebook ads, remember that it’s a marathon and not a sprint. You’re a podcaster, not necessarily a digital marketer so learning about Facebook ads requires patience and ongoing experimentation, observation, and action.
Facebook Groups for Podcasters
One final way to promote your podcast using Facebook is with the untapped power of Facebook groups. With 1.8 billion people using Facebook groups every month, we’re certain this strategy is well worth the effort to get your podcast more listeners. There are two ways you can approach this; creating your own Facebook group or networking in other groups (or both).
Creating Your Own Facebook Group for your Podcast
Why should you consider creating your own Facebook group? With the ability to cross-promote your podcast content and explain concepts more in-depth you can leverage the power of this free feature.
Some of your listeners are die-hard, they will buy anything from you and listen to every podcast thus they’ll be the first ones to join your Facebook group. However, you also have listeners who are slightly aware but still unsure. Then you have listeners who’ve listened to an episode but don’t have a clue who you are and what you’re about. In all audience levels, especially the last two, a private Facebook group can strengthen your relationship and build loyalty.
First of all, when you connect people who have similar interests it creates a “super brain” that is bigger than yourself. By providing the opportunity for your audience to discuss your podcast concepts in greater detail, you’re opening up the potential for others to form relationships.
Additionally, this will give you a unique insight as to what topics your audience is wondering about or interested in as you keep your eye on the comments and interactions in your Facebook group.
Setting up reminders and events in your group is another great way to utilize this platform. In this way, if your listeners don’t catch a newsletter update you sent via email, they’ll be able to get additional notifications. By setting up reminders, and cross-promoting your new podcast releases in your Facebook group your listeners will never miss a beat!
Let’s look at a tangle example
Kristi Soomer is the founder of Encircled, a stylish & sustainable women’s clothing brand located in Toronto, Canada. Along with running her own company, Kristi is also the host of the Brave + Boss Podcast, a podcast that helps female-founded E-commerce entrepreneurs get their brand to the next level. Along with a podcast, Kristi has a Facebook Group, which is called Brave and Boss Entrepreneurs. The group is meant to create a heart-centered community for female founders of eCommerce and online businesses to share, grow and learn. And it is obviously brought to you by Brave + Boss: The Podcast.
Facebook groups are not only a great space to create and nurture a community but they can be used in a variety of different ways:
- To promote recent podcast episodes,
- Brainstorm new ideas for future podcast episodes. Kristi often asks the community what is it that people want to hear on upcoming episodes and;
- Sell products & courses. Kristi has her own online courses and she also provides consulting services.
Networking in Other Facebook Groups as a Podcaster
Networking in Facebook groups is another opportunity to build authentic connections. You promote your podcast in Facebook groups by finding qualified guests and growing your listenership by genuinely commenting.
To find the most aligned guests, we’d recommend typing in a keyword that pertains to your podcasting category into the search tab. To illustrate, if you’re in the medical field, try typing in words like “nursing” or “physician” and sift through groups that way. You can also search specific groups that are meant to help you find a podcast guest like Podcast Guest Collaboration. In this group, you can create a post describing the type of guests you’re looking for, topics you’re interested in discussing, and how you can be reached.
As you start to join groups that you’re excited about, spend time each day navigating to posts where you can answer a question with a brief solution and a link to a podcast episode. This way, you’ve shown genuine support for the person asking a question and you’ve provided them with a tool (your podcast) to dive further into that solution. You’ve also exposed your episode link to all the other members in that group who may be interested in what you have to say.
By doing this consistently, you’ll create a nice buzz around your podcast and thus leverage Facebook groups to promote your podcast on Facebook.
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Enable Facebook Auto-Share on Spreaker
If you are a Speaker user, you can easily enable auto-share for your Facebook page. It is important to be aware that from August 1, 2018, Facebook auto-sharing is no longer possible via a personal Facebook Profile, instead episodes can only be automatically distributed via a Facebook Page which you then link to your podcast on Spreaker.
Once you’ve created your Facebook Page, all you need to do is enable the automatic sharing option on your Spreaker account.
Use our step-by-step instructions and you’ll be up and running in minutes!
- Access the Content Management System
- Click on your podcast
- Choose the “Autosharing Options” from the menu on the left
- As shown in the screenshot below, you’ll be able to select a specific Facebook Page.
Once your Facebook Page is selected, you’ll be able to share your episodes to the page automatically. As ever your Spreaker account continues to be the best way for you to share your content to several platforms and you are still able to share via your Facebook Profile. You can find the Facebook share buttons on your podcast and episodes’ pages, in the Spreaker apps and CMS. This way you can manually share your podcast everywhere on Facebook, including your personal Profile.
The power of implementing Facebook to promote your podcast is limitless. By incorporating your podcasting goals into a Facebook strategy via Creator studio, doubling your reach with Facebook ads, and genuinely networking in groups you’re setting your podcast business up for sustainable, long-term growth.
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