Podcasters are always asking: “How do I grow my audience?”
The truth is, there’s no one magic button. But at this year’s Podcast Movement in Dallas, two of the industry’s best,
Lauren Passell and Arielle Nissenblatt, (from
TINK:) served up a keynote packed with growth ideas you can put into action right now.
Here are the highlights…
1. Pre-Pitch Before You Pitch
Everything is a pitch - guest swaps, promo swaps, emails, even quick chats at networking events. The key? Warm connections beat cold ones every time. Start supporting people before you need something.
2. Collaborators, Not Competitors
Think less “competition,” more “collaboration.” Shows in your niche can help you reach new listeners through swaps and cross-promotion. According to research shared at Podcast Movement,
most people listen to around three podcasts regularly, so make sure yours is one of them by joining forces.
3. Focus on Listeners, Not Non-Listeners
It’s tough to convert someone who doesn’t listen to podcasts at all. Instead, go after people who already listen. They’re far more likely to add one more show (yours!) to their rotation.
4. Social Media ≠ Silver Bullet
Scrolling and listening don’t always mix. Social posts are great for building awareness and community, but they’re rarely the place where someone actually hits play. Think of them as one of many touchpoints along the way.
5. Borrow Audiences
Promo swaps, feed drops, guesting - it’s all about getting in front of someone else’s audience. And don’t just match on genre, match on vibe.
6. Launch with a Trailer
A podcast trailer is your show’s handshake. It helps you test your hosting setup, get listed on apps early, and start gathering listeners and reviews before your official launch.
7. Think Like a Producer
When pitching yourself to other shows, do your homework. What does the host care about? Where could you add real value? Generic pitches = instant delete. Thoughtful pitches = opportunity.
8. Celebrate Every Win
Did a big publication mention your show? Amazing. Did your old uni shout you out on Instagram? That counts too. Share both. Wins stack up and build momentum.
9. Use Social Media to Nurture Your Existing Audience
Social is brilliant for engaging your current listeners. Polls, feedback, sharing guest content…but it’s less effective for finding brand-new ones.
10. Look Beyond Download Numbers
Advertisers may love downloads, but other metrics matter just as much. Listen-through rates, demographics, newsletter clicks, Instagram followers, merch sales, Patreon support - all of these prove the value of your show.
11. Listen to Podcasts Yourself
The best podcasters are also listeners. Learn from others, discover trends, and stay plugged into the community.
Key Takeaways from Podcast Movement 2025
Video is still a hot debate: YouTube offers growth, but audio-only is still valid.
SEO is underused: Optimise your titles and descriptions for search.
The industry is shifting: With mergers and evolving ad models, podcasters should stay nimble and keep experimenting.
Final Thoughts
Growing a podcast isn’t about one big move. It’s about a series of small, consistent, smart decisions. These rapid-fire tips from Lauren and Arielle are proof that collaboration, creativity, and strategy matter more than chasing viral moments.
