🔴 Mythbusting Time: Unraveling Podcast Data Analytics

Plus, what went down in our first Podcast Group Therapy

Hey hey! Shreya here! ✨ Diving into 2024 with what feels like a marathon of calls and a tsunami of questions about one of my favorite topics: data analytics in podcasting. So, I decided to don my mythbuster gear and tackle some of the most common misconceptions head-on. (Shoutout to Devin Andrade and Faybeo’n Mickens for patiently helping me with these!)

Welcome to (what I suspect is the first of many) myth-busting issues!

Myth #1: Downloads Reign Supreme

Think downloads are the gold standard for measuring growth? Think again! While they're important, the real MVPs are unique listeners and completion rates. These metrics give you a clearer picture of who's really tuning in and staying hooked. We’ve previously published a guest piece on this! 

Additionally, to see the complete picture, you’ll be better off diving into demographics, devices, and insights from listening apps.

Note - I understand that downloads might still be the best way to prove our worth to advertisers. But hey, if we don’t start spreading the word about what data matters how will those outside the industry know? Take it or leave it!

Myth #2: Your Hosting Platform Has All the Answers

But unfortunately, it’s not true just yet. Relying solely on your podcast hosting platform for data is not the best idea. Integrating data from Chartable, Apple Connect, Google Analytics, and especially listener surveys, paints a more comprehensive picture of your audience. Psst…this is the picture you can show to potential advertisers and sponsors to sell your show to them. 

Myth #3: One Size Fits All KPIs

Believe that KPIs hold the same value for every podcast? Not quite. Context is queen! What 100k downloads mean for one podcast can be entirely different for another. Always look at the bigger picture by considering recent episodes and trends. Whether you’re presenting your KPIs to advertisers or you’re an advertiser reading data, ask for the prologue and epilogue to the story.

Myth #4: Social Media Followers = Listeners

Sigh. If I had a penny for every time someone said “But Shreya, I have so many Instagram followers. I don’t need podcast marketing.” I’d be able to finally buy this. Equating social media followers with podcast listeners is a rather slippery slope. Remember, we don't own our social media followers, and their numbers don't automatically translate into podcast listeners. Why not consider starting a podcast newsletter instead?

What are some podcast data analytics questions that keep you up at night? Maybe it’s a myth I can bust. Let me know in the comments below. 

💛 Friendly reminder: Mark Steadman of Morning Creative is encouraging us to take a break from checking your numbers. 

⛅ From The Desk of Tink

Bill always says — “there is a blue sky above. Sometimes you just have to get your head over the clouds to see it.” And if you loved that line, you’ll love our new client Blue Sky Podcast. Through candor and humor, it is a podcast meant to inspire people with an optimistic and hopeful vision of the world and our future.

👋 Meanwhile, in Podcast Group Therapy…

We had the utmost pleasure of hosting our FIRST (and sold out) Podcast Group Therapy session last Friday. The topic was How To Make Podcast Friends. It was a good note to start on because it is the core of what we do at Tink.

➡️ Below are some wonderful testimonials and a few takeaways from our session leads. (Yes, this is an unabashed call for you to sign up for the next one). 

Matt O'Neill, host of The Good Mood Show  had kind words

I leapt upon this as soon as I heard about it, as I really wanted to tap into that wealth of knowledge that Wil and Arielle already make a habit of sharing. A few hours after we logged off I've already contacted six podcasts for promo swaps and have joined the Tink Swap Database. Great stuff - good energy and a good-sized group.

Lanie Lott, Podcast Marketing Associate at the TED Audio Collective echoed Matt’s sentiments: 

Arielle and Wil are super knowledgeable about all things podcast promotion and making podcast friends! They walked us through what relationships with other podcasts can look like and how to find shows that will align best with our own. With a great presentation providing lots of resources, they still made time to answer everyone's questions.

Arielle Nissenblatt, session lead:

I was delighted by the desire of our attendees to connect with one another after the session ended. That's the whole point of the session -- to make podcast friends! I enjoyed being able to facilitate those connections.

Wil Williams, session lead:

I love how much enthusiasm the Podcast Group Therapy attendees had for the work that they do and the audio industry overall. I love helping create a community between people who are serious about their podcasting in a collaborative way. We got great questions, made some new podcast friendships, and left people with actionable steps for reaching their growth goals.

Come join us on the next one, won’t you? It’s all about How to Launch a Podcast. You could be one of these happy faces.

Next week, Wil returns with more podcast marketing magic. They tackle the post-Twitter world of podcast marketing.

Until then, stay curious!

Shreya