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Many have tried, and many have failed. Now it looks like TikTok might be able to pick up the challenge of integrating podcasting into a social media platform.

For some reason, to date, audio has been too much of a challenge for the social spaces biggest players… Facebook have reversed out of their audio strategy, Twitter seem reluctant to develop some promising plans around Podcasting and Greenroom seems to have faded away after a promising start, but are TikTok in a position to buck that trend?

The buzziest of all social platforms is currently testing a new “podcast” feature that allows its users to continue listening to audio from within the app once they have navigated away to other destinations.

As it stands, there has been no official word from TikTok on plans for podcasting, but rather the “hidden” feature was discovered by blogger Emily Skvarc who unwittingly stumbled across what appeared to be testing of the new feature.

READ MORE: https://www.digitalinformationworld.com/2023/01/tiktok-silently-tests-podcast-tool-that.html

The lack of official word from TikTok means we can only speculate as to what the platform’s plans might be, however given the prominence it gives to audio and music, you can see how it might be in a more advantageous position to take advantage than some of its social competitors.

My (purely speculative) view is that we are unlikely to see any kind of full podcast integration into the app, such as the ability to ingest RSS feeds. Instead, we will see TikTok introducing longer video content which can be tagged as “Podcasts”, allowing users to consume the audio part of that content with or without the video accompaniment. As a result, this will blur the lines between video and podcasting even further, and produce a similar podcasting proposition to YouTube.

One advantage TikTok does have in this space is there seems to be a strong synergy between its user base and that audience’s interest in podcasts, with the platform proving a very effective marketing tool for shows looking to reach their 3.5 billion users!

If you are looking to leverage TikTok to market your podcast audience, here are my top 5 tips:

1. Share highlights… but not just highlights

Show highlights are great for promoting your content (after all, it’s what you do best) but mix up the content. Provide behind-the-scenes insight on your show or additional content that’s not discoverable anywhere else. This is your opportunity to build a brand and personality around your podcast.

2. No camera, no problem

Filming podcasts is becoming more and more the norm, but not having access to a camera, or just feeling reluctant to get in front of one, needn’t be a barrier to utilising TikTok as a platform. Apps like Headliner can help you optimise audio content for video platforms such as TikTok and help you publish content without your face.

3. Know your niche

TikTok has come a long way from its lip syncing days and is now establishing itself as an endless source of information sought by people who want to know more about a myriad of topics (just see the sucess of BookTok). If your podcast focuses on a specific niche, then own that niche. Share your skills, knowledge, tips, and experience in your specialist area to build your own niche-specific TikTok audience… and make sure you use the right hashtags so people can find it too. #PodcastTip.

4. Be a tease

Anyone who has ever worked in (podcasting’s big brother) radio will know the value of a tease. You needn’t give away all your content on TikTok to get those views. A sneak peek at something that’s coming? The end of a great story? The answer to a brilliant question? Think about what content you can post on the platform to entice the audience to search for your podcast elsewhere.

5. Engage

The key to all social media is interaction. TikTok, like other platforms, is not linear. It is best when you engage with those who engage with your content. To really make TikTok work for you, you need to become a part of the community. Reply to users in your comment section, reach out to creators making similar content, generally explore and have fun. It will help your organic growth.

What brings you to the Sport Social Podcast Network?

Sport has always been a huge passion of mine. I’ve never really been any good at playing it, but I love the adrenaline and rollercoaster of emotions you get from supporting a team or an athlete to victory.

I am a very ambitious person who loves a challenge and speaking to people about great content. So naturally, I am very excited about the opportunity to grow the Sport Social Podcast Network and help turn it into the biggest audio network in the world.

We have huge plans in the pipeline for 2023 and I can’t wait to share them with you all in the coming months!

When did you first fall in love with audio?

Working in the creative industries was always something that fascinated me from an early age. I originally wanted to be a film director before I started to do radio modules in media studies at school, and from that point on I was hooked. I loved everything about it from making my own sound effects to creating content for my shows and playing my favourite music.

I remember always listening to BBC Radio 5 Live on a Saturday with my Dad for their football coverage and I was a big Radio 1 listener as a teenager. I’d religiously listen to the chart show on a Sunday afternoon while doing my homework. So, I guess that’s where my early passion for audio came from.

I went on to complete a media degree specialising in radio at Birmingham City University and was Station Manager of the student radio station, Scratch Radio, in my final year. Since graduating, I have gone on to work as a Producer for the BBC, Global and Bauer before joining the Sport Social Podcast Network in September.

What are the podcast titles that are always on your listen list?

I’m an Arsenal fan so to get my fix on this I like to listen to Arsecast, ArsenalVision and Seaman Says. Zero Ducks Given have just joined the Sport Social Podcast Network and are sounding great. They’re my go-to cricket podcast at the moment.

I’m also a big fan of Anything Goes with James English. I love his interview technique and the stories he manages to get from his guest are fantastic. If I’m after a laugh, I like to listen to Help I Sexted My Boss. I also really enjoy listening to the Office Ladies with Jenna Fischer and Angela Kinsey. I watched The Office (US version) during the first UK covid lockdown and absolutely loved it. It’s quite fun to hear them talk about the unknown secrets and facts of each episode.

Where and when do you listen to podcasts?

Usually when I’m on the move. Whether that be commuting to meetings and the office or going for a walk in my own time. I flick between music and podcasts when I’m working at home too.

What in your view makes a good podcast?

A good podcast should have hosts (and guests!) who have a real passion and knowledge for the subject they’re talking about. The show should know what it wants to do (educate, entertain, inform) and most importantly it should be well structured and planned out. Listening to podcasts that waffle on with no purpose is a big pet peeve of mine and will see me reaching for the skip button immediately.

Why do you think sport and podcasting work together so well?

Because it creates an opportunity for people to escape into a space where they can indulge in topics and conversations they are truly passionate about.

Whether that be basking in the glory of their team’s latest victory with fellow fans, taking in every word of a real-life conversation with their sporting heroes or giving a rights holder the opportunity to push their brand, it is a match made in heaven.

The podcasting landscape has never been in a better position. While attending the IAB’s Podcasts Upfront event in London earlier this month, my favourite quote of the day came from their Chief Marketing Officer, James Chandler.

“Podcasting is not an emerging channel, it has emerged.”

For a sporting organisation or brand not to be involved in the medium right now is a massive, missed opportunity. And if they aren’t prepared to establish themselves within it, someone else will.

What do you see as the next big development in the podcasting world?

I think in 2023 we’re going to see the number of podcasts visualising their content soar to new levels across social media and more specifically on YouTube.

Earlier in March, Podnews gave us an insight into what Google may be planning with YouTube and podcasting in the future. Since then, youtube.com/podcasts has launched in the US.

In May, American broadcasting company Cumulus Media published a study, in partnership with Signal Hill Insights, that identified YouTube is narrowly the most popular platform for podcasts in the US. In fact, six in ten weekly podcast listeners said they preferred podcasts with video.

With over 2.5 billion people currently accessing YouTube every month, it is hard not to imagine the social giant will continue to stretch its lead over other podcasting platforms significantly in the next 12 months.

If you’re interested in whether or not you should be creating a video version of your podcast, make sure to take a listen to our latest episode of Sound Business.

The September edition of the Sport Social newsletter is here and we have some exciting network updates to share this month along with advice which could save you troubles with your podcast.

3.5 million and counting!

The Sport Social Podcast Network now pulls in 3.5m listens every single month. That’s 3.5m people who are coming back month after month to listen to brilliant audio content – enough to fill Wembley stadium almost 39 times over.

Want to be part of our growing network? Get in touch to be part of what is on track to soon be the biggest sport audio network in the world!

The Opportunity in Sports podcasts

With listenership booming and revenue potential rapidly growing it is hard to believe that podcasting is still very much an unexplored area for many big players in the sport world.

Our Head of Sport Jim Salveson’s blog uncovers the reason so many are still reluctant to take the plunge.

Read here

The Oscars of the Football Content Industry

It’s back! Celebrating the best in online football media, the Football Content Awards recognises and rewards all content creators and online media companies in football.

Nominations for finalists for the Football Content Awards 2022 can be made until midnight on Sunday 4th of September and it’s a great chance to get some extra ears on your podcast.

Also, please consider voting for the Sport Social Podcast Network as ‘Best Media Organisation’ – we’d love your support.

When does an Ad not become an Ad?

A recent investigation by the Advertising Standards Authority has upheld a complaint against Steven Bartlett’s ‘Diary of A CEO’ podcast for not making it clear that a promotional read for food supplement Huel was a marketing communication. 

The ruling is an important reminder about how advertising and marketing content should be positioned within a podcast.

For more on the story and to find out how YOU can avoid falling foul of the rules you can check out this article by Head of Sport Social Jim Salveson

The WFFA joins the Sport Social Podcast Network!

As always, we’ve had lots of top new shows join our team in August but a special mention goes to the World Football Freestyle Association who have taken their first steps into the world of podcasting with ‘All You Need Is A Ball.’

Produced by Voiceworks: Sport, “All You Need Is A Ball” is the official podcast of the World Freestyle Football Association.

Each week Freestyle Football athlete and guru Daniël Rooseboom will guide you through all the tricks and speak to all the big personalities from one of the biggest sports in the world that you’ve never heard of.

Listen now on the Sport Social Podcast Network:

It’s been another exciting month at Sport Social with plenty of new incomings and records hit. In this months update we cover how to deliver the perfect Host-Read Ads and improve your podcast’s discoverability, plus a very familiar name in the world of football joins the Sport Social Podcast Network.

Three Tips to Deliver the Perfect Host-Read Ad

Host Read Adverts (sometimes called Live Reads) are the lifeblood of podcast advertising.

Delivering quality reads can not only be great for advertisers wishing to work with your show but also means a better experience for your listeners.

If you want some tips on how to make the best of these opportunities then check out this 3-point guide over on the Sport Social Podcast Network Website.

How to improve the Discoverability of your Podcast

In a sea of podcasts growing by the day and searching for listener, we all know that podcast discovery is tough.

One of the most powerful tools in your armoury is also one of the simplest… your episode podcast titles. For some top tips on how to help your podcast discoverability (and listenability) check out this brilliant blog from Rachel Corbet.

Safe Hands joins the team!

We are delighted to announce that the “Seaman Says” podcast – hosted by legendary Arsenal and England goalkeepers David Seaman- is joining the Sport Social Podcast Network!

It’s the iconic goalkeeper as you never heard him before, as Seaman reminisces and looks to the season ahead with former teammates such as Martin Keown and Ian Wright – and opponents as he’s joined by legendary goalkeeper Peter Schmeichel and John Barnes. 

Listen here

Who are ‘The Creators’?

In June this year podcast pioneers Sounds Profitable teams up with Edison research to conduct the first-ever large-scale survey of the people who make podcasts… called The Creators.

In the latest episode of Voiceworks: Sound Business – hosted by Head of Sport Social Jim Salveson – we hear from Sound Profitable’s Tom Webster who provided some great insight into not only what the data revealed, but what opportunities it presents.

Listen here

What is a HRA?

A Host Read Advert (HRA), sometimes called a ‘Live Read’ is a commercial read and endorsed by the show presenter during a show.

They are not delivered as scripts to be read verbatim but rather provide ideas and talking points that help the promotion of products or services during the flow of conversation.

Whilst there is some freedom to get creative within HRA’s and the emphasis for hosts to “put their mark” on the content, there are also likely to be some key messages that MUST be delivered within the read ad.

What is the purpose of a HRA?

HRA’s are a valuable part of a podcasts commercial inventory and can command a premium in terms of cost to advertisers. Delivering good quality and impactful HRA’s can greatly improve your chance of an ongoing relationship with that brand, and being approached by more brands and advertisers in the future.

So getting them right can only benefit your podcast moving forward!

Here are some tips to help make sure you are making the most of the opportunity and remember, if you ever have any queries about what you are being asked to do please reach out to your Sport Social Podcast Network account manager.

1. Preparation!

Like with most content, preparation is the key to success!

It’s very easy to identify a HRA that has been picked up and read by the host for the first time – and it’s rarely good.

Take some time to read the brief in full and pick out the key points from the brief. You can then decide how you want to deliver the read!

It can often help to rewrite and bullet point the elements you want to highlight and the ‘must say’ key messages.

2. Make It Something Listeners Will Love

The best Host Read Adverts feel like part of the regular show and flow seamlessly.

Whist you have a commitment to the advertiser to deliver the key messages you also have a commitment to your audience to deliver great content and there is no reason why you can’t do both.

It’s key to know what your show’s tone of voice is. If your show is funny and irreverent, then the read should be done in the same tone whereas if it’s scripted and serious then the same applies.

You should always be respectful to the brand and the messaging but, at the same time the advertiser is buying into you and your relationship with the audience and so the content should feel as natural and ‘in keeping’ with the show as possible – everything is content.

3. You don’t have to love it

It’s tempting when you are delivering a HRA to say that the product is fantastic, even if you’ve never tried it – but you don’t have to!

Whilst you should never be negative about a product, being overly positive about every HRA you deliver will soon sound inauthentic to your audience.

It can help to imagine what problem the product or service MIGHT solve in your life or how you can imagine it helping you or someone you know in the future. That can often be just as powerful as just saying that you love a certain thing.

Keep in mind you may also need to do different versions of the read so think about how you might keep that feeling fresh with different angles, takes and examples rather than just saying; “Its great!”.

On some occasions an advertiser may ask for a ‘personal endorsement’ for a product. In this instance they will usually send you a sample before you record the read.

When delivering a premium campaign such as this, it is important to include “I” statements to demonstrate your endorsement and also to make sure that your opinion and experience is front and centre of the read.

Want to hear more?

You can hear two masters of the art of HRA’s talking about how to ensure great delivery on the Voiceworks: Sound Business podcast. Listen to Paul Sylvester (Content Director at Absolute Radio) and Tim Cocker (Host at Virgin Radio and The Egg-Chasers Podcast) sharing some top tips on delivering fantastic Host Read adverts here: https://pod.fo/e/12b41b