How to Start Promoting Your Podcast on Instagram in 2024

With billions of active users, Instagram is like the ultimate fan convention, and it’s happening 24/7. It’s the perfect place to mingle, share your stories, and find those folks who’ll love your podcast as much as you do.

Promoting your podcast on Instagram is more than just boosting numbers. It’s about making waves in the bustling digital world where your voice can be heard far and wide. It’s about turning passive listeners into your cheer squad and casual scrollers into loyal fans. By weaving Instagram into your podcast’s story, you’re not just hitting play—you’re hitting the hearts of listeners all over the world.

Creating Content for Instagram

Engaging content that’s as irresistible as that hook at the beginning of your latest episode is the key to finding success on Instagram. But, how do you turn your audio-focused content into visual posts that draw in new listeners?

  • Be Authentic: Your listeners tune in to hear your voice, thoughts, and stories – and that’s exactly what they want to see on Instagram. Share the real behind-the-scenes peeks, the bloopers, and your podcasting journey.
  • Mix It Up: Variety is the spice of life, and your Instagram content should reflect that. Keep your feed fresh and exciting with a mix of content that caters to different parts of your audience’s day.
  • Tell a Story: Every picture, every caption, and every video should tell a story that resonates with your audience. Whether it’s a quote from your latest episode or a question that sparks debate, make sure there’s a narrative that people can connect with.
  • Use Audiograms Wisely: Audiograms – those cool audio waveforms that come with a snippet of your podcast – are like appetizers for the ears. Just make sure to pick the most intriguing or thought-provoking parts of your episodes to share.
  • Engage with Your Engagement: When you throw a party, you don’t just leave your guests to chat among themselves, right? Same goes for Instagram. When someone comments, take the time to reply. It shows you value your audience and helps build that community vibe.
  • Stay Consistent: You want your audience to remember you, so keep a consistent schedule through a content calendar. That doesn’t mean you need to post every day (unless you’re up for it) but try to establish a rhythm that your followers can rely on.

Types of Instagram Posts for Podcasters

Each type of post on Instagram serves a unique purpose in your social media toolkit, allowing you to connect with your audience in different ways. Here’s a breakdown of the four main types of content on Instagram:

Instagram Stories

Instagram Stories are brief snapshots of your day-to-day podcast journey. They can be incredibly powerful for engaging with your audience. You can host polls and Q&As on your story to encourage engagement from your audience. But, your stories only last for 24 hours. To keep them available to your listeners, you need to create highlights that show up at the top of your Instagram page. Once you reach over 10,000 followers, you can also create a direct line to your podcast using a swipe-up link.

Instagram Feed

Your main feed is where your brand comes to life visually. It’s the first thing people see when they visit your profile, so make it count. This includes all of your carousels, videos, and IGTV posts.

  • Carousel: Through multiple photos or videos, carousels can tell a more complete story. Share behind-the-scenes content, episode teasers, or educational content relevant to your podcast’s niche.
  • Videos: You can post short-form videos directly to your feed to share quick updates or exciting news about your podcast.
  • IGTV: For more extended content, IGTV allows for videos up to 10 minutes (or up to 60 minutes for larger or verified accounts). Share full interviews, extended discussions, or special episodes.

Instagram Live

Live videos create an authentic way to interact with your audience in real-time. Consider hosting Q&A sessions, broadcasting live podcast recordings, or just having a casual chat with your followers. Going live on Instagram gives listeners a chance to directly connect with you on a more personal level. You can use these interactions to get immediate feedback on your content and to foster a sense of community in your audience.


Currently, Instagram Reels are the most discoverable type of post on Instagram. They even have their very own tab in the app. So, for growing your audience, creating high-quality Reels is the most effective strategy. Try to regularly share captivating snippets from your podcast, create fun teasers for upcoming episodes, or jump on trending audio that relates to your content. Use them to highlight the most interesting moments of your episodes, funny quotes, or powerful messages that can stand alone as impactful, shareable content.

Cross-Promoting on Instagram

Standing out isn’t just about producing great content; it’s also about smart networking and strategic alliances. Cross-promotion and partnerships can amplify your reach and introduce your podcast to new ears. And Instagram is a great place to find cross-promotional opportunities with the option to add collaborators to any post. Here are a few tips to get the most out of cross-promotion with Instagram:

  • Shoutouts: Use your platform to give a nod to content you admire that your audience might enjoy. Often, this leads to reciprocal promotion.
  • Shared Giveaways: Collaborate on giveaways that require participants to follow both accounts, engaging and growing both audiences while splitting the cost of running the giveaway.
  • Authentic Relationships: Build genuine connections rather than transactional ones. An influencer who is a fan of your podcast is more likely to engage their audience authentically.
  • Networking Groups: Join podcasting groups or forums to network with other podcasters and cross-promote each other’s content.


Instagram isn’t just a platform; it’s a vibrant ecosystem where narratives come to life through visuals, interactions, and communities. By promoting your podcast on Instagram, you’re not merely broadcasting a message; you’re building a community, sharing your story, and fostering connections with your audience. And there’s no better place to weave these elements together than on the bustling, creative stage of Instagram.

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