📍Yes, you need to be on Pinterest📍
🤸♀️Podcast marketing: let's have some fun.🌈
Bonjour!
The second Sunday of every Month, Twila Dang of Matriarch Media hosts a 2-hour Twitter space that’s open for anyone to ask Twila their burning podcast questions. I’m glued to these things. Even when I don’t have specific questions myself, I love to hear what questions other podcasters have, and Twila always cuts through the noise to bring clarity to sometimes confusing elements of podcasting. It was in one of these sessions that I heard Twila say that if you have women in your audience, you’re an idiot if you’re not on Pinterest. (She didn’t say idiot, she wouldn’t. I am paraphrasing.) And you’re not an idiot if you’re not on Pinterest, you’re just missing a huge growth opportunity. There are millions of people (mostly women) using Pinterest every day, and there are many reasons it might be a worthwhile space for you to explore.
I had a conversation with Twila about her insights and I found that Pinterest might be a better use of your time than Twitter, Facebook, or Instagram. Below, what I learned.
Before we get started:
🪄Frictionless Marketing interviewed Kim Olson, Chief Communications Officer at Land O’Lakes. Among other things, Kim shares her experience in launching and growing a niche branded podcast called, Rooted in Tomorrow, formerly Something Greater.
🪄Seneca College launches a course on accessible podcasting!
🪄Jonas Woost from Pacific Contes writes about how brand marketers are evolving the way they find and build audiences.
🪄Steve Goldstein writes for Amplifi Media—Podcast’s biggest challenge is listener retention.
🪄Shreya Sharma kicks off a new spotlight series in her newsletter Inside Podcasting, where she asks women entrepreneurs how to make diversity in podcasting more than just talk. So far, we’ve heard from Fatima Zaidi from Quill Inc. and Juleyka Lantigua of LWC Studios.
🪄Evo Terra answers—can you still make a really big podcast in 2022?
🪄My podcast Feed the Queue featured the Other Men Need help. Listen here.
🪄Enter your podcast in the Podcast Partnership Database—we have more than 300 shows! If you have already applied, check back often to look for potential new podcast friends. Here it is.
🪄I’m hosting another podcast marketing session with Radio Boot Camp on 6/6. This time it’s an hour longer, which means an hour of more fun. (And we can TOTALLY nerd out.) Sign up here.
Pinterest…
Is second only to YouTube as a social platform that’s also (actually) a search engine.
Is the internet’s #1 source for inspiration.
Is mostly used by women, but there are growing opportunities for men, particularly in the health/nutrition, fitness, personal development, fashion, business and personal finance categories.
Is a visual medium, which may seem tricky for podcasters. but can help surface your content using video, stock images, or text graphics.
Is instructional. People on searching for content on Pinterest with questions. If your podcast teaches people “how to” do anything, you’re an excellent candidate for a Pinterest page.
Is a good platform is you cover anything that hits core categories of things women are looking for: personal struggles, wellness, etc.
Some stats:
There are 478,000,000 overall monthly users.
There are 6,000,000,000 active boards.
There are 3,000,000,000 pins.
50% of users are there at least once a week.
A pin can have a shelf-life for 2.5 months, or up to 105 days (YouTube’s shelf-life is 18 days, on Twitter, it’s two minutes.)
What to pin:
Pinterest recommends uses images that are 700 x 1758. (2:3.) Images longer than 1260 will have a tougher time getting surfaced.
Static images are great because of that long shelf-life. Use your URL to drive people to your website, your pod.link, your newsletter, or other social channels
Finally a great use of your audiograms! You can pin them!
Consider collage images. A stacked collage is one that contains a photo on top, text overlay in the center, then another photo on the bottom.
Create video pins. (Convert your episodes into one-minute videos and make sure your videos meet the 9:16 or 1:1 format.)
Experiment with Idea Pins. These is high quality, long lasting, save-able content that includes:
Video recording and editing for up to 20 pages of content
Voice over recording so creators can add their own personal voice
Music selection by Epidemic Sound
Ghost mode transition tools (perfect for those before-and-afters!)
Detail pages for instructions or ingredients
Interactive elements like people tagging and stickers
Multi-draft save so Creators can publish more ideas
Export options to share content beyond Pinterest
Topic tagging, a publishing feature that helps connect content to relevant interests
Audio files that are hosted on SoundCloud can play on Pinterest. (But only use short clips—people won’t listen to a 30 minute episode on Pinterest.)
Turn content into graphics, then pin. If you offer five tips or talking points in your episode, turn that content into something visual.
Think: sharability. What can you pin that people will want to share with others?
The more value the graphic offers with text, the more likely people are to click on it.
Consider linking to a blog post with your transcript or show notes.
Use Pinterest to play pieces of your podcast as a teaser.
Strategically use your content by featuring part of the episode that people would search for.
Optimize your website for Pinterest. Add pinnable images to your posts and encouraging readers to pin them to their boards.
Pay attention to your analytics and double down on what works.
Making your pins work:
Open a Pinterest business account for your show.
Keywords get you found, but eye-catching graphics get you clicked.
Be consistent.
Each Pin should include a URL to your website, pod.link, or email list (mix it up) and have a “pinnable image.” Stock images are fine, overlay text using PicMonkey or Canva. (You can also create text graphics using PicMonkey or Canva.)
Add keywords that are rich in SEO to…
The About Us section in your profile
Board titles
Board descriptions
Pin titles
Pin descriptions
If you’re linking to an episode that answers a question, make a text graphic that explains what the episode is helping people with. (“How to dose edibles correctly.”)
Include the name of the podcast on every image, but not the episode number or name.
Stick to your brand guidelines for colors, fonts, and look. Everything should feel cohesive.
Omit hashtags.
Add share buttons to your website.
Post everything to a dedicated board for your show, but also post to group boards.
Just getting started? Create pins for your 10 best episodes.
From the Desk of Tink
ICYMI, Tink Media is a podcast growth and ideas company that helps shows with pitching to apps and media, setting up promo and feed swaps, advertising, wild out-of-the-box thinking, and more.
This week I’m highlighting one of our clients, The Ten News.
The Ten News podcast explores topics kids care about most including events, sports, science, gaming, pop culture, entertainment, and more! With new episodes every Tuesday, Thursday, and extras on Saturdays, it’s a great way for you and your family to stay connected with what’s going on in the world. The Ten News also features some pretty awesome guests; LEGO Masters Judge Amy Corbett, America’s top doctor Dr. Anthony Fauci, Sarah Natochenny, the voice of Ash Ketchum for Pokemon fans, and many more. Our episodes are all about sharing, explaining, and exploring topics that kids want to know more about.
xoxo lp