We’ve been working behind the scenes for some of the podcasts like Keep the Change, which recently crossed 2 million downloads on Spotify.

In this guide, I’m walking you through the exact strategy we use to promote podcast episodes across social media, email, and search platforms.

Important: Film your podcast with video

YouTube is now the biggest podcast platform in the world.

39% of podcast listeners prefer Youtube over Spotify or other platforms.

Filming your podcast gives you content for every channel: Shorts, Reels, Tiktok, LinkedIn…

👉 Whether it's remote or in-person, always get video.

1. Short-form clips (Instagram, TikTok, YouTube Shorts).

Think of these clips in two ways:

• Trailers – quick, punchy teasers that spark curiosity in viewers making them want to watch the whole episode.

• Free samples – like a bakery handing out a bite-sized taste to draw you in.

The goal is to deliver value or intrigue viewers, and lead them to the full episode.

👉 Pro Tip: Always include captions, tight edits, and a clear CTA using Manychat

“Comment ‘LINK’ and I’ll send you link to the full episode.”

This increases your engagement and lets you share links to multiple platforms so the user can choose where they watch or listen to it (Youtube, Spotify, Apple podcast)

2. Instagram Stories.

• Share behind-the-scenes moments, guest reveals, or poll-based interactions.

• Or simply post the thumbnail of the podcast there with a CTA to reply for link to the whole episode.

3. Medium length clips on YouTube.

Pull out two to three 2–5 minute clips for YouTube.

These work well as “standalone value” while pushing viewers toward the full episode.

👉 Pro Tip: Instead of linking to just one episode, link to your entire podcast playlist. That way, once someone finishes one, the next auto-plays.

4. Newsletter & LinkedIn Posts.

Create a dedicated email and LinkedIn post but don’t just say “New episode out now.”

Our goal is not to send out a notification but to make people interested in the full episode.

So break down a powerful idea or takeaway from the episode, and then invite them to listen for the full conversation

This makes the email or post valuable even if they don’t click, which builds trust.

Bonus Tips

• Always cut your content with the platform in mind (a good reel isn’t always a good LinkedIn post)

• Keep a swipe-up folder of your best-performing clips and captions to reuse later.