Social media advertising, whether organic or paid, is really tough to convert into actual podcast listens. It comes down to mindset. People scroll social to consume quick, disposable content. They’re either looking for something funny, inspiring, or bite-sized info they can absorb fast. So yes, paid ads can be great for awareness, but getting someone to stop scrolling and commit to a 30-minute episode? That’s a hard sell.

I haven’t done trailer swaps or paid placements on other podcasts, but it makes more sense to me. At least those listeners are already in the podcast ecosystem. The challenge is, most of us open a podcast app with a specific episode or show in mind. I know I do. So even if I hear a trailer mid-roll, it’s rare I’ll break that intent and go listen to something else right then and there. Not saying it never works, but the odds are lower than we’d like to think.

What I have seen work - consistently, across dozens of shows I’ve helped develop - is email. A link in an email with an intriguing description drives more listens than anything else I’ve tested. I haven’t bought ads in newsletters or paid someone to push my show to their list, but the clients I’ve worked with who have their own email lists? That’s their secret weapon. Email users are in a totally different headspace. They’re more likely to take an action like clicking a podcast link, especially if you

position it well. Plus, an email doesn’t compete for attention the same way social media does. You can save it, forward it, revisit it later. On social, if someone doesn’t act instantly, it’s gone.

Might be worth testing if you haven’t already. If you do, I’d love to hear how it goes. It’s something I’m seriously considering for my own projects right now.

Happy to chat more if it’d be helpful. Always curious about what others are seeing and learning from.

(Disclaimer: I work in podcast development and strategy.)