The New Rules of Podcast Listening (2025 Edition)
7 August 2025
When most podcasters think about growing their show, the first instinct is often: “I need to post more on social media.”
But is more really better?
And are all platforms worth your time?
In Episode 7 of Become a Podmaster™, Hendrik and Ethan cut through the noise (and the algorithm anxiety) to unpack the real role of social media in podcast growth.
Joined by insights from the South African Podcasters Guild and Solid Gold Podcasts, they explore what works, what’s overrated, and how to use social media without letting it consume your life.
If you’ve ever felt overwhelmed by trying to be everywhere all at once (or unsure if your social posts are actually helping) this episode is for you.
Let’s start with the basics: yes, social media still matters.
But not for the reasons most creators think.
You don’t need to go viral.
You don’t need 100K followers.
What you need is the ability to be discovered, and social media is still one of the fastest ways to increase visibility.
As Hendrik explains, “People scroll through social feeds. They’re not searching for podcasts—they’re stumbling across content.”
That’s why short clips, quotes, or audiograms can act as “hooks” that pull people into your podcast funnel.
While platforms like Instagram, TikTok, and YouTube Shorts can absolutely drive traffic to your podcast, they’re not a replacement for consistent publishing or strategic audience building.
As Ethan points out, “You can’t outpost bad content.”
If your episodes aren’t engaging, no amount of flashy promo will create retention.
So the real question isn’t, “Should I be on social media?”
It’s, “How do I use social media strategically to support what I’m already building?”
Each platform has its strengths—and pitfalls.
Here’s how Hendrik and Ethan break it down:
Instagram: Great for community building and visual storytelling. Use Reels for short highlights, Stories for behind-the-scenes, and carousels to educate.
TikTok: Ideal for discovery. Lean into trends, duets, and short-form storytelling. But be ready to post frequently to build momentum.
LinkedIn: Underrated for niche or professional podcasts. If your show targets business owners, coaches, or thought leaders, this platform is gold.
YouTube: Not just for video podcasts. Short-form YouTube Shorts can drive discovery, while full episodes can serve evergreen content.
Facebook: Still powerful in South Africa and among older demographics. Use it if your audience lives there—but don’t overinvest if it’s not where your listeners hang out.
The key is to choose one or two platforms and do them well, rather than trying to be everywhere.
According to Solid Gold’s Gavin Kennedy, “We are in a short-form world now.”
Clips under 60 seconds perform best, especially on TikTok and Reels.
But that doesn’t mean every clip should be a trailer or promo.
Hendrik recommends pulling out standalone moments—insights, surprising statements, or funny one-liners that make people stop scrolling.
These clips don’t need to explain your podcast.
They just need to intrigue the viewer enough to click through or follow.
One episode can become:
3 short clips
1 carousel post
A tweet thread
A quote graphic
A LinkedIn reflection
A TikTok voiceover
The more formats you create, the more entry points you give people to discover your show.
And the more consistent your branding across these, the more memorable you become.
This approach, known as content repurposing, helps you stay visible without burning out.
Not every podcaster has the time or skills to edit video, write captions, and post consistently.
If you’re in a position to delegate, do it – but only after you’ve figured out your tone, audience, and goals.
Ethan warns against outsourcing too early: “If you don’t know what works for your show yet, someone else won’t either.”
Start small, test what resonates, and only bring in help when you’re clear on what success looks like.
Social media helps people discover your podcast—but it doesn’t replace good content.
Choose one or two platforms where your audience already spends time.
Use short-form video to grab attention and repurpose your episodes creatively.
Think brand-first, not promo-first. Provide value in every post.
Be consistent—but not overwhelmed. Quality beats quantity.
Podcast growth isn’t just about downloads.
It’s about attention, loyalty, and brand alignment. Social media, used wisely, can amplify your reach without distracting from your message.
So no, you don’t need to be on every platform.
You just need to be somewhere, showing up as the host you are – smart, intentional, and worth listening to.
As Hendrik and Ethan remind us, “You’re not just making a podcast—you’re building a brand. And social media is your loudest speaker.”
Your voice is your brand. Your podcast should sound like it.
We help creators, coaches, and businesses make shows that stand out – for the right reasons.
Book a free consultation and let’s build something powerful.
