They assume listeners will pay for more content, like more episodes or bonus recordings, longer interviews, or extended cuts.

On paper, it makes sense. If people enjoy your podcast, surely they’ll want more of it, right? Not necessarily.

The reality is that most listeners are already overwhelmed with content. Between podcasts, newsletters, YouTube channels, streaming services, and social media feeds, there’s more to consume than anyone could possibly keep up with. And that’s just digital information!

The challenge isn’t a lack of content.

It’s a lack of connection.

I’ve been paying close attention to how podcasters build successful paid communities, and the ones that thrive tend to focus less on creating extra episodes and more on creating access.

Listeners aren’t opening their wallets because they need another hour of audio each week. They’re paying because they want to feel closer to the show, the host, and the community surrounding it.

What does that look like? It might look like
>Live Q&A sessions where listeners can ask questions directly.
>Private AMAs
> Virtual meetups, or opportunities to interact with guests (and other listeners!)
>Give a behind-the-scenes look at how episodes are made, what stories didn’t make the final edit, or the creative decisions that shaped an episode.
> Early access to episodes (many successful podcasts have done this)
> Voting on future topics, or a chance to suggest guests.

These perks aren’t valuable because they’re exclusive content. They’re valuable because they make listeners feel like insiders.

People want to connect with others who share their interests. A private group, discussion forum, or members-only chat can often become more valuable than any bonus episode because it creates a sense of belonging.

When you look closely, all of these benefits have one thing in common: connection.

So before launching a membership program, ask yourself this question: What would make my listeners feel closer to the show and closer to each other?

The answer may be far more valuable than another bonus episode.

What’s a podcast community you’ve joined, and what made it worth paying for?

They obsess over algorithms, clips, microphones, SEO, and social media strategy while ignoring one of the most effective growth tools available to them:

Cross-promotion.

Cross-promotion is the process of working with other creators like podcast hosts, newsletter writers, YouTubers, or media brands in your niche or adjacent industries, to mutually grow each other’s audiences.

And the best part?

It works because audiences already trust recommendations from creators they already follow.

When two podcasts agree to promote each other by way of “ads” on each other’s shows, newsletter swaps, guest appearances, feed swaps, or collaborative episodes, both creators instantly gain access to a warm audience that is already likely to care about the topic.

That is significantly easier than convincing a stranger scrolling social media to stop and care about your podcast.

The smartest podcasters are not just building audiences.

They are building ecosystems.

Start With the Simplest Version

Cross-promotion does not have to start with some giant partnership.

It can begin with:

• Guesting on each other’s shows

• Newsletter mentions

• Feed drops

• Promo swaps

• Sharing each other’s clips

• Collaborative livestreams

• Swapping recommendations in episode intros

• Social media shoutouts

A simple 30-second host-read ad from another creator can outperform weeks of posting on social media.

Why?

Because podcast listeners trust hosts.

Cross-Promote Your Own Episodes Too

One of the most overlooked forms of cross-promotion is promoting your podcast inside your podcast.

Most listeners will not dig through your archive trying to figure out where to begin.

You need to guide them.

At the beginning or end of episodes, tease older episodes that they would enjoy.

Mention related conversations.

Tell listeners:
“If you liked this episode, go listen to episode 12 where we talked about…”

You can even create short trailers for your best episodes and run them as mini ads inside your newer episodes.

This does two things:

1. It increases overall listen time across your catalog

2. It helps listeners discover great episodes they otherwise never would have found

A podcast archive should feel like a connected universe, not a pile of disconnected uploads.

The Best Cross Promotions Feel Like Events

Once you build trust with another creator, take things further.

Create a special collaboration episode together. This way, you can combine your two audiences.

You can each publish the same episode in your feeds with unique intros and outros tailored to your audiences.

Or do something even more creative:
Split the episode in half.

Part one lives on your podcast.
Part two lives on theirs.

Now both audiences have a reason to subscribe to both shows (sneaky, eh?)!

It turns podcast growth into a shared experience instead of a competition.

Podcasting Grows Faster Through Relationships

Many creators treat podcasting like broadcasting. Remember when Law & Order franchises did the same case, so while you watched SVU, you had to watch Organized Crime to find out if the case was solved and justice served?

The best creators treat it like community building.

The truth is:
Most podcast audiences overlap more than creators realize.

Going back to the broadcast example, it’s like when Lisa Kudrow was working on “Mad About You” and “Friends” at the same time. So the writers of both shows had some fun and made the characters of each show interact with her character for the other series, and confusion ensued. It was fun, but everyone had fun and liked being part of these fictional worlds.

Similarly, in podcasting, cross-promos and working together on an episode can really build a loyal audience. So, your “competition” is often actually your best collaborator.

And when creators work together intentionally, everybody grows faster.

New here? Hi, I am Tara, and I am a nomadic podcast producer and strategist. This substack is a blog about podcasting, while being its own video podcast about travel.

I’ve worked in the social media market for over 15 years. By the time I graduated from college, all of my cohorts and I were the guinea pigs and given the task of figuring out just how to hell to use social media for the companies that we started working for.

And times have changed, video wasn’t as popular. An image truly was worth 1000 words, and that image on Instagram tended to be the meal that you were eating. Does anyone remember this meme?

By 2015, I started working with podcasts that needed help using social media to promote their podcast to their existing listeners.

When it came to podcasting, you rarely found new listeners to your podcast through social media. But in the last couple of years, as video kept growing in demand as a form of content and podcasting grew as video podcasting, the two collided.

Specifically, the short clips that would be found on YouTube Shorts. At the 2026 On Air Fest, I attended a talk with the Queen Bees of podcasting and social media, Arielle Nissenblatt🎧 and Lauren Passell.

They had conducted a rather unique form of study to see how people find podcasts and how they view podcasts. These were everyday people from New York City on a cold winter day. These were not professional podcasters or nerds like we were.

One of the surprising things that we learned from their video and from their time talking to random people who wanted to talk to them from ages 18 to maybe 50 was that, particularly the young audience, was finding new podcasts that they were interested in listening to, or rather watching, because they found clips on social media, specifically YouTube if not on other places like TikTok or Instagram. They were intrigued and wanted to listen to the whole episode, which eventually led them to subscribe and listen to more.

This was not usually the case, even two years ago. Previously, podcasts had social media to promote their podcasts for their existing audience and in a later post, I will share one of the top ways to find more podcast listeners. It was not through social media, so this revelation that social media clips were actually helping raise awareness to an existing podcast and finding new listeners was encouraging and helpful to learn that all those times that I spent editing for clients and for Safe Passages were really helping.

For Safe Passages, since I host the podcast on Substack, the data is not that great for podcasting, but I also put the episode, plus all the clips on YouTube.

YouTube shows how many views and how long people have stayed on, and it tends to be a lot more than the actual episode. I find this encouraging, not just for me, but for my guests who are there to promote their own Substack for their own products and services, or just trying to help others by giving good advice and tips.

So social media is useful for your podcast, specifically using smart short clips usually around 60 seconds that give not just a preview of what the whole conversation is, but are also really useful if seen just by themselves.

Have you used social media for your podcast? Clips? Share your experience!

Leave a comment

It’s been a year since I launched, and since then, I have learned a lot and started a second Substack about my fitness and health journey.

As a freelancer working in all forms of digital media, podcasting has always been my favorite. It can be intimate, genuine, and authentic, and it can be heard whenever the listener needs it, on their own schedule.

For me to be more realistic with my time, my efforts, and what I offered to others, I had to think about what I want to do with Safe Passages.

So I am readjusting things because I don’t wanna give it up entirely as a podcast about travel and digital wellness. There will be episodes, but not as often.

Podcasting is growing in demand so I want to share more of my expertise and case studies, etc. In fact, I just spoke with an old colleague who wanted to speak to me about my experience about podcasting because his film project kept being turned down. All of the studios suggested starting a podcast to build momentum, audience, demand, and intrigue before a big investment in a film project. This is actually very common, and I have been through it personally, as well as been a strategist and producer for a couple of other podcasts that had similar trajectories.

So right now I’m going to send posts about what podcasting is, whether it's right for you, and how to really use it to your advantage, and to cater to your audience and goals.

Along with those posts, I will also share some posts from past episodes, like I have been doing, and every once in a while, I’ll have new episodes of Safe Passages with great guests. I already have some lined up, and I’m so excited to share. Most are collaborations with other Substackers in travel and digital wellness.

Please bear with me and stay tuned. This is all an experiment, but I think you and I will get a lot out of this, and I hope you continue to stick with me. And as always, let me know how it’s been going for you as we progress 🙂

Subscribe now

That pressure is expensive and often wrong.

Start with sustainability, not trends

Before choosing a format, answer these questions honestly:

- How many hours per episode can you realistically commit every week?

- How comfortable are you with editing?

- How many platforms do you actually want to maintain?

Your answers matter more than what the algorithm favors this month.

Audio-only: still a powerhouse

Audio-only podcasts:

- Require less equipment

- Are faster to edit

- Are easier to publish consistently

They’re ideal if your strength is conversation, storytelling, or education.

Video: high reach, higher responsibility

Video adds:

- File management

- Visual branding decisions

- More editing time

- Performance pressure

If you choose video, plan for it fully, or it will quietly derail your consistency.

Hybrid approach

A smart middle ground:

- Record video

- Publish audio-first

- Use video for clips, not full episodes

This maximizes reach without doubling your workload.

What’s possible

Audiences care far more about clarity and consistency than polish. Many successful shows started audio-only and layered video later, after they proved demand.

Personal note

Some of my most impactful work started with nothing more than a microphone and a blanket for sound dampening. Format didn’t matter. Showing up did.

Some of them have become video-based, like Safe Passages. I went with my gut, resources, and experience.

Based on my decade-long work in podcasting, I created a kit so people can be prepared for their podcast launch confidently: https://tjabbari.gumroad.com/l/launchyourpodcast

Most creators don’t overpay because they’re careless. They overpay because they assume listed prices are final.

They rarely are. I have checked for a lot of video, visual, and audio-based projects, especially podcasting. It never hurts to ask.

Where hidden discounts live

Before paying full price for any tool, check:

- Education pricing

- Nonprofit pricing

- Annual plan discounts

- Partner or affiliate programs

These discounts are often buried or unadvertised.

How to ask effectively

A simple email works:

Hi, I’m exploring your tool for a nonprofit/indie creator project. Are there any discounts, extended trials, or alternative plans available?

That’s it. Polite, specific, low-pressure.

Conferences & community leverage

If you attend conferences or virtual events:

- Talk to tool reps directly

- Mention long-term usage

- Ask about pilot programs

Face-to-face asks convert better than anonymous clicks.

What’s possible

Companies value retention. A thoughtful user who sticks around is more valuable than a one-time buyer paying full price.

Personal note

Asking has saved me thousands over the years. The first time I tried, I was nervous. I thought it was never going to happen. Little by little, I was able to get discounts and save some money. All it took was to ask. Now it’s standard practice.

I discussed more of these tips and real examples with Arielle Nissenblatt:

My toolkit also shares lots of templates to help you launch your podcast on a budget of less than $110: https://tjabbari.gumroad.com/l/launchyourpodcast

A clarity exercise

Answer these in one sentence each:

- Who is this show for?

- What problem does it help solve?

- Why should someone care now?

If your answers take paragraphs, your niche isn’t clear yet.

Why specificity wins

Clear niches help you:

- Say yes to the right guests

- Say no to misaligned ideas

- Build trust faster

- Market without explaining yourself every time

How to narrow without boxing yourself in

Think of your niche as a starting point, not a prison. You can evolve, but only once your audience knows why they’re there.

What’s possible

Some of the strongest podcasts are unapologetically specific. They don’t try to reach everyone, and that’s exactly why they grow.

Personal note

I’ve had to rein myself in more times than I can count. Focus always feels limiting at first. But trust me, in practice, it creates freedom.

Need help launching your podcast? I have a toolkit to get you started within two weeks!

But even without any budget for the podcast, there are some ways to get help.

Redefine “team”

A small-budget team often includes:

- Volunteers

- Collaborators

- Part-time contributors

- People building portfolios

The key is clarity, not compensation.

How to structure unpaid or low-paid collaborations

If money isn’t the incentive, you must offer:

- Clear scope of work

- Defined timelines

- Public credit

- Portfolio usage

Ambiguity is what burns people out, not lack of pay.

Skills-first thinking

List what needs to be done, then mark:

- What you enjoy

- What you tolerate

- What you avoid

Outsource or collaborate on the last category first.

What’s possible

Some of the strongest creative relationships begin as informal collaborations. Mutual respect and shared purpose matter more than contracts in the early stages.

Personal note

Several long-term collaborators in my work started as unpaid partners who simply believed in the idea. We grew together. We gave each other honest testimonials, referrals, and our portfolios grew impressively.

I shared more about this on Arielle Nissenblatt’s Substack on a Live:

I also offer a kit complete with video tutorial and templates on how to launch your podcast!

Not necessarily.

The smartest test before launching

Before starting your own podcast, try this instead:

- Pitch yourself as a guest on 5–10 shows in areas you can contribute to

- Track how long scheduling takes

- Promote each appearance when it goes live

If that process energizes you, podcasting may be a fit. If it drains you, running your own show will magnify that feeling.

The real workload

A podcast includes:

- Guest outreach and scheduling

- Recording

- Editing and quality control

- Writing titles and descriptions

- Promotion across platforms

This repeats weekly or biweekly—forever.

When podcasting is worth it

A podcast works best when:

- You have long-term goals

- You enjoy conversation and preparation

- You want a slow-build credibility asset

It is not ideal if you’re looking for fast growth or low-effort marketing.

What’s possible

When podcasting aligns with your strengths, it compounds quietly. Over time, it opens doors to partnerships, speaking opportunities, and trust that’s hard to buy.

Personal note

When I first started podcasting, it was because it sounded fun. Then I was hired to do the booking and marketing for other, more established podcasts. For over 10 years of working in the podcasting realm, I understand the work behind the scenes. I know what makes a podcast sustainable.

As the medium grew in popularity, so did people’s curiosity. But so did their confusion.

So I put all my knowledge into this easy-to-do launch kit. Check it out here: https://tjabbari.gumroad.com/l/launchyourpodcast

Metricool for sm scheduling and analytics: https://f.mtr.cool/LMJOXC

Riverside for podcast video and audio recording and editing: http://riverside.sjv.io/safepassages

Tara Jabbari is a Digital Media Consultant who specializes in social media marketing and podcast producing/booking. She helps podcasters, nonprofits, & organizations increase impact and become recognized experts, and ultimately exceed their initial expectations through digital marketing.

She has two Substacks: The Recomp Journey about transforming 6% of fat into muscle:

The Recomp Journey

I am going to Thailand to transform 6% of fat into muscle, documenting everything: recipes, workouts, the whole shebang, so that you can do it yourself!

By Tara

And Safe Passages, a video podcast about travel and digital wellness:

Safe Passages

Do you wish you traveled more? Feel addicted to tech? You're not alone. I provide practical digital safety guidance so you can explore the world confidently and stay meaningfully connected. Start with my FREE essential packing list!

By Tara

She also is a co-producer and rotating host of WIFV DC’s MediaMaker Spotlight about the media industry:

https://www.mediamakerspotlight.com/

and created Who was she? Podcast about women throughout Baha’i history: https://shows.acast.com/who-was-she-podcast

Reach out to her:

https://tarajabbari.com/

Follow her online: https://about.me/tarajabbari

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