17 Oct 💸 Is Paying to Boost Your Show Worth It?
👋Hey there Podcaster!
In this week’s newsletter, we’ll discuss two strategies that have brought about great conversations on the Podcasting Morning Chat: paying to inflate download numbers and launching multiple episodes at once. While paying for downloads might boost visibility quickly, it risks damaging long-term trust with listeners and advertisers. On the other hand, bold launch strategies like dropping several episodes at once, can create excitement but requires careful planning. Here we go!
❤️🩹Update: Hurricane Helene Relief
I wanted to take a moment to share my recent journey delivering over $10,000 worth of supplies to western North Carolina after Hurricane Helene. This experience was deeply emotional and inspiring, not just for me, but for everyone involved in making it happen.
It started with a simple idea—since we had to rent a truck to move out of our Asheville home, why not fill it with supplies for those in need? What began as a personal effort quickly turned into a community initiative, with people from all over contributing funds and support. In just 36 hours, we raised over $10,000! It was a powerful reminder of what can be achieved when we come together with a common goal.
Driving into Asheville was surreal. The damage from the hurricane and flooding was evident everywhere, yet the spirit of the people was even more powerful. Neighbors were sharing resources, strangers were helping each other, and local organizations were coordinating relief efforts in real-time. It was a beautiful example of resilience, compassion, and community in action.
Being able to facilitate this support has been one of the most humbling and emotional experiences of my life. It’s a testament to the strength of the human spirit, especially in the face of adversity. I feel incredibly fortunate to have been a part of it, and I want to extend my deepest gratitude to everyone who played a role in this effort.
Let this be a reminder: when we work together, even in the toughest times, we can make a difference. Community matters. Connection matters. And through both, we rise.
💸 Is Paying to Boost Your Show Worth It?
In the world of podcasting, creators are often seeking ways to stand out. With thousands of new shows launching every month, climbing the charts can feel like an uphill battle. This pressure continues to feed a troubling trend: paying to artificially inflate download numbers using bots or engagement farms.
But is this practice ethical? Does it really benefit a show in the long run? These questions were at the heart of our discussion during the September 18th episode of the Podcasting Morning Chat…
🙅♂️ Fake Growth, Real Damage
On the surface, paying for fake downloads might seem like a quick and easy way to boost your podcast’s visibility. After all, higher download numbers can push your show up the charts, making it appear more popular and attractive to potential listeners and advertisers.
The reality is that these artificial downloads aren’t coming from real, engaged listeners in most cases. They’re unlikely to convert into loyal fans who actively engage with your content or share your show with others. And if they’re real people, they’re likely going to stop listening when they stop getting paid to do so. More importantly, this tactic can be incredibly misleading for potential advertisers. They may be drawn in by the inflated numbers, only to find that their ads are falling on deaf ears. This erodes trust not only between podcasters and advertisers but also within the industry as a whole.
🚫The Risk to Authenticity
Perhaps the biggest risk of paying for inflated downloads is the damage it does to your podcast’s authenticity. At its core, podcasting is about creating a connection with listeners. It’s an intimate medium, where hosts and guests share stories, ideas, and insights in a way that feels personal and relatable.
When creators resort to tactics like paying for fake downloads, they risk undermining that trust. Authenticity is one of the key reasons listeners tune into podcasts—they want to hear real voices and stories, not shows chasing artificial success. If a show’s growth is built on misleading numbers, listeners may eventually sense that something is off, leading to a loss of trust and credibility.
📈So, Is This a Serious Problem or Just Another Marketing Tactic?
The debate over whether paying for inflated podcast numbers is a serious problem or just another marketing tactic is ongoing. Some argue that in an increasingly competitive market, creators need to do whatever it takes to get ahead. However, the potential long-term damage to trust and authenticity suggests that this is more than just a harmless strategy.
For podcasters, the choice comes down to what kind of show they want to build. Are they looking for quick, artificial success, or are they committed to growing a loyal and engaged audience over time? For the industry as a whole, maintaining the authenticity and trust that make podcasting special is crucial for its continued growth and success.
What do you think? Is paying to inflate podcast numbers a serious issue, or is it just a savvy marketing tactic? Let’s continue the conversation.
🚀 Launching a Podcast Season: What’s The Best Strategy?
As podcasting continues to grow in popularity, launching a new season has become just as important as the content itself. On a recent episode of the Podcasting Morning Chat, Jonathan Howard shared his exciting approach to launching Season 2 of his podcast, Coffee Social: a combination of a live watch-party and releasing five episodes at once!
This bold strategy raises an important question: Can you effectively promote five episodes in a single week?
Traditionally, weekly podcasts offer a more spread-out release schedule, which allows for strategic promotion, giving each episode its own time to shine. But releasing five episodes simultaneously? That’s a whole different ball game. While it has the potential to create hype and draw listeners in quickly, there’s also the risk of overwhelming both your audience and your marketing efforts.
♟️Strategies to Navigate a Multi-Episode Launch
If you’re thinking about launching several episodes at once, here are a few strategies Jonathan and I discussed during the show that might help manage the process:
1️⃣ Staggered Releases:
Rather than dropping all five episodes on day one, consider releasing two or three at launch, with the rest spaced out over the following days or weeks. This gives each episode the promotional time it deserves, while still offering your audience enough content to get excited about. This approach helps prevent burnout and allows you to focus on quality marketing for each episode.
2️⃣ Leverage the Live Event:
Jonathan’s plan to host a live watch-party is a fantastic way to build excitement around the new season. Instead of playing full episodes during the live event, consider sharing highlights, teasers, or even exclusive behind-the-scenes content. This keeps the energy high and drives anticipation for when the full episodes drop, giving you a chance to market each episode individually even before they go live.
3️⃣ Balance Hype and Audience Engagement:
Launching multiple episodes at once can create buzz, but it’s also important to make sure your audience has enough time to consume and enjoy each episode. By pacing the release and promoting each one thoughtfully, you’ll give listeners the space to engage without feeling overwhelmed.
🤔 What’s Your Launch Strategy?
Whether you’re a new podcaster or preparing for your next season, how you release your episodes can impact your show’s growth and engagement. Jonathan’s plan is a great example of how you can experiment with different launch strategies to see what works best for your audience.
What’s your go-to strategy when launching new content? Do you prefer a single, weekly episode, or do you like to drop multiple episodes at once to kickstart the momentum? I’d love to hear your gameplan!
🎙️Podcasting Morning Chat Highlights🌅
Welcome to your essential morning brew of ideas and insights, the “Podcasting Morning Chat” is a daily show that’s by creators, for creators. A dynamic team of experienced podcasters, entrepreneurs, and producers hosts the PMC. Each episode peels back the curtain on the art of podcasting and content creation. The conversation is a mix of insights, stories, and strategies, tailor-made to keep your content fresh, your audience engaged, and your creative spark alive.
Recorded live every weekday at 7 AM EST on Clubhouse and available via podcast at 7 AM PST, our show has become a cornerstone for podcasters worldwide, offering a unique blend of expert advice, real-world success stories, and innovative ideas. Whether you’re here to enhance your content, expand your audience, or just soak in the collective wisdom of fellow content creators, the PMC is your source for inspiration, empowerment and connection in the podcasting world.
Catch up with the latest episodes and join our global community of creators to kick-start your day with creativity, strategy, and insight.
- October 15th, 2024: Episode #173: Big Download Numbers–To Care or Not to Care
- October 16th, 2024: Episode #174: Podcast News: Walmart, Influencers, and Listener-Inspired Gin
I’m so grateful to be connected with you and a part of your podcast journey.
All My Best,
👋Marc Ronick