Here is a hard truth: There is no "viral mechanism" in Apple Podcasts or Spotify. You cannot "retweet" audio. This means organic discovery for audio-only podcasts is incredibly slow. The solution? Borrow the algorithm of other platforms. In this episode, Mark explains why short-form vertical video (TikTok, Reels, Shorts) is the single best way to grow an audio podcast today. We discuss how to pick the right 45-second clip, why "audiograms" (static images with waveforms) don't work anymore, and how to format your video to drive traffic back to the full episode.
Show Notes
The Discoverability Crisis:
Audio apps are "libraries," not "feeds." People go there to listen to shows they already know, not to find new ones.
The "Visual Hook":
Why scrolling users need to see a face to stop scrolling.
Death of the Audiogram:
Why static images with moving waveforms get punished by the TikTok/Instagram algorithm (low watch time).
The Clip Strategy:
Length: 30-59 seconds.
Content: One complete thought or controversial statement.
Captions: Mandatory. 80% of people watch without sound.
The Funnel:
Video View -> Profile Link -> Podcast App -> Subscriber.
Mark at onpodium.com
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