Business Podcast Promotion: Unleashing the Potential of Short-Form Video

You’ve strategized and launched your business podcast. Congratulations! Now, how are you going to get eyes and ears on it – especially in a world that’s overflowing with multimedia content? If you’re video recording your podcast, as well, short-form video is the common denominator for promotion across a variety of platforms.

What must your business podcast up aga? Well, there are 3.2 million active podcasts, which last year published over 30 million episodes in at least 100 different languages. 

That’s a lot. The good news is, it’s not nearly as competitive as producing SEO blogs for your business against 3 BILLION blog posts published each year globally. 

So let’s promote your business podcast using short-form video to do what it does best: grab attention on social media.

Capturing Attention with Short-Form Video to Promote Your Business Podcast

By now, you know how hard it is to capture shrinking attention spans. That’s the double-edged sword of digital media. The easier it becomes to access and absorb content, the less mental capacity people subconsciously devote to processing it. 

Podcasters need to find innovative ways to stand out in the digital realm. Enter short-form video content – a dynamic tool that holds immense potential for business podcast promotion and engaging with listeners. 

Here we’ll explore how harnessing the power of short-form video can augment your business podcast promotion strategy and captivate audiences – where they live on social media. Create super-quick snippets that appeal to the senses and tease the subject matter in just seconds. 

Social Media LOVES Short-Form Video

Short-form video content is the literal definition of today’s most popular social media platforms like TikTok, Instagram Reels and YouTube Shorts. While these (especially TikTok) emerged as places for silly content and dance videos, businesses quickly caught on that they could leverage the market, too.

A quick video snippet can tell a potential viewer everything they need to know about an upcoming episode or your podcast in general. People can learn a heck of a lot in a 7-second clip – enough to make a decision about consuming your content. By condensing key themes, topics and highlights from podcast episodes into bite-sized snippets, business podcasters deliver their message quickly and effectively, making it easier for viewers to consume and share across social media platforms.

Crafting Compelling Teasers & Trailers

Short-form video content serves as the perfect teaser or trailer for podcast episodes, generating anticipation and excitement among listeners and viewers. Share intriguing snippets of conversations, thought-provoking insights or captivating guest interviews to entice your audience to tune in for more.

(Helpful hint: Just because it’s a business podcast doesn’t mean it has to be all serious. In producing and promoting podcasts for clients, we’ve found that humor draws people in, too.) 

These teasers not only engage existing listeners and viewers, but also attract new ones who are intrigued by just a capsule glimpse at the podcast’s content.

Editing with AI for Maximum Impact

Whether you’re an organizational decision-maker or a rank-and-file member of the marketing team, you’re busy. Too busy. Sometimes the thought of spending MORE time on ANOTHER marketing task makes it easy to avoid business podcasting altogether.

Rest assured, there are so many tools to make your life easier. Utilizing AI-powered editing tools streamlines the process of breaking down podcast episodes into short-form video content. By transcribing podcast episodes and then editing the transcripts into concise video clips, business podcasters can create engaging snippets that grab viewers’ attention from the outset. 

It’s essential to ensure that each clip can stand on its own and make sense outside of the context of the full episode, increasing its effectiveness in driving engagement.

Artificial intelligence is our powerful friend in the digital marketing world, allowing us to efficiently compile volumes of content. But as we always say, AI is just a tool and still requires the human touch to make your work sing. 

Diversifying Content for a Fresh Look

In addition to sharing clips from podcast episodes, podcasters should also create platform-specific short-form videos tailored to each social media platform’s unique audience and format. Don’t fall into the pattern of crafting the “same old” short-form video clips for business podcast promotion. 

They’ll become repetitive and boring. They’ll get tuned out and avoided. Or worse, people will unfollow your podcast and social media platforms.  

So keep it interesting and snappy! Get creative. Show them something a little different each time around:

• Share behind-the-scenes content
• Respond to comments with additional video content
• Post funny outtakes 
• Create interesting podcast promotions & intros from new locations

Crafting fun, humanizing videos can increase engagement and nurture a sense of connection with the audience. By diversifying content, business podcasters can maximize their reach and impact across different platforms. Show them you’re not just a resource for insights, but actual people aiming to help them solve their problems.

Business Podcast Promotion with Short-Form Video: Engage Your Audience in Exciting Ways

Short-form video content presents a tremendous opportunity for podcasters to improve promotional efforts and engage with your audience in new and exciting ways. By leveraging the power of short-form video, podcasters can create compelling teasers, trailers and platform-specific content that captivates viewers and listeners. 

Drive awareness for your business podcast as part of a well-rounded digital marketing strategy. Show them your human side and your commitment to providing content that helps and engages them how they prefer to be engaged – whether that’s during their morning workout or tuning in for a brief lunch break session.

With creativity, strategy and the right tools, you can harness the full potential of short-form video podcast promotion to show your brand in a new light. 

Of course, there’s no shame in asking for help. Grand River Agency produces and promotes podcasts for business clients every day. Email Josh Hatcher, our VP of Client Success, at josh@grandriveragency.org to have a friendly chat!

Kelsey Boudin

President and Founder, Grand River Agency
With over 17 years of diverse experience in print journalism, digital media marketing, and nonprofit administration, Kelsey Boudin founded Grand River Agency (formerly Southern Tier Communications Strategies) in 2020. The agency specializes in offering contract-based strategic communications, content marketing, grant proposals, website design, and public relations services to small businesses and nonprofits. Kelsey’s career spans roles as an editor, content creator, and grant writer, reflecting his expertise in leading successful digital marketing campaigns, securing funding, and executing various projects.

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