Big tech provided podcasting's first shot in the arm in the early days.
Evo Terra:In fact, big tech often provided the catalyst for several
Evo Terra:inflection points in podcasting.
Evo Terra:But that was then.
Evo Terra:Things have changed.
Evo Terra:Hello, and welcome to another Podcast Pontifications with me, Evo Terra.
Evo Terra:Big tech doesn't care about your podcasting goals or
Evo Terra:your podcasting objectives.
Evo Terra:No, seriously.
Evo Terra:They do not.
Evo Terra:Worse, big tech, for the most part, doesn't really care about podcasting.
Evo Terra:At least not the way that you and I care about podcasting.
Evo Terra:And yeah, I'm lumping all big tech into this blanket statement.
Evo Terra:Yes, even the ones who have a vested interest or a leadership
Evo Terra:position in podcasting.
Evo Terra:They do not care the way we care about podcasting.
Evo Terra:Remember just a few weeks ago, when we were eagerly analyzing the hidden
Evo Terra:Twitter code someone found in Twitter?
Evo Terra:And we thought these are going to be their big podcasting plans.
Evo Terra:We followed that up with some breathless speculation about
Evo Terra:what all of that might mean.
Evo Terra:A combination of Twitter spaces and podcasting maybe?
Evo Terra:Would we be able to actually upload an MP3 file finally?
Evo Terra:Could people subscribe to podcasts with Twitter?
Evo Terra:Well, that's a pretty safe bet that those plans are all out the window
Evo Terra:as Twitter tries to figure out what its priorities actually are now
Evo Terra:that there's a new sheriff in town.
Evo Terra:And I can't imagine that "integrate podcasting" is high on Elon's list
Evo Terra:of ways to earn back $44 billion.
Evo Terra:And remember a few months ago when Facebook gave us the ability to finally
Evo Terra:link our RSS feeds to our Facebook pages?
Evo Terra:And all the suggestions from pundents, like myself, we had about the need
Evo Terra:to follow up with that while we speculated on what might be the
Evo Terra:next steps on what podcasting will happen like inside of Facebook?
Evo Terra:You know, this platform that has reach we can only dream of in podcasting and
Evo Terra:how great it was going to be now that we could finally have just audio playing
Evo Terra:on Facebook for the entire world to see?
Evo Terra:Yeah, well that fizzled out, didn't it?
Evo Terra:As did Facebook's attention on podcasting, right?
Evo Terra:Cause it's now Metaverse or bust.
Evo Terra:And audio first?
Evo Terra:It's kind of going in the opposite direction of the immersive 3D world
Evo Terra:that Zuckerberg is betting his entire fortune and your dog photos on.
Evo Terra:And remember how disappointed we were by YouTube's nothing burger event
Evo Terra:at Podcast Evolutions last month?
Evo Terra:Only then to be reenergized a few days later by a leaked slide deck
Evo Terra:that was detailing Youtube's plans to really utter podcast domination?
Evo Terra:As if we all conveniently forgot about all the times that Google disappointed
Evo Terra:podcasters since, well, since every time they made a podcast announcement.
Evo Terra:But maybe we won't be disappointed this time, maybe.
Evo Terra:I'm not betting on it.
Evo Terra:Past performance remains the best predictor of future behavior.
Evo Terra:And it's the same for podcast specific big tech, too.
Evo Terra:Apple and Spotify both have monetization opportunities for
Evo Terra:podcasts through their subscriptions.
Evo Terra:And I'm sure some podcasts are making really good money from those programs.
Evo Terra:But are most?
Evo Terra:And let me get more specific than that, how's that working out for your show?
Evo Terra:Are you even using those options?
Evo Terra:And if you are, do you rely on them?
Evo Terra:Can you rely on them?
Evo Terra:Or, for podcast adjacent, audio-specific technology like smart speakers
Evo Terra:and social or drop-in audio?
Evo Terra:And I mean, yeah, sure, a few podcasts are still on those trying out things,
Evo Terra:but the attrition rate and declining user rates on those services is appauling.
Evo Terra:Spotify is pulling back their efforts and I expect Twitter to fully do the same.
Evo Terra:And I don't know that the standalone apps like Clubhouse, Wisdom, and Fireside can
Evo Terra:really exist for all that much longer.
Evo Terra:Fun while it lasted, I guess.
Evo Terra:All of this reinforces my comment that big tech does not care about podcasting.
Evo Terra:At least not the way that you and I care about podcasting.
Evo Terra:So what do we do about it?
Evo Terra:Well, I have two ideas.
Evo Terra:So here's what you can do.
Evo Terra:You can recognize that fact and start doing things to put you in
Evo Terra:the driver's seat, not big tech.
Evo Terra:That means understanding that podcasting apps and directories, including but not
Evo Terra:limited to, to Apple Podcasts, Spotify, iHeart, Amazon, Pandora, name them all.
Evo Terra:Understanding that having your podcasts listed there is not enough.
Evo Terra:Here's a litmus test for you.
Evo Terra:Google the name of your show and if one of those platforms, the link to one of
Evo Terra:those platforms, comes up before a link you actually control - I mean, your
Evo Terra:website - then big tech is beating you.
Evo Terra:And that's the first move you should start working on.
Evo Terra:Build a web presence that you own that outranks every other listing.
Evo Terra:Now, if your network owns your show's website, well, that's
Evo Terra:going to be a problem for you.
Evo Terra:But make it a problem for them.
Evo Terra:Change it if you can.
Evo Terra:Renegotiate so that you can build your own web presence, or at least
Evo Terra:make sure that whatever you're getting out of the deal is enough so that
Evo Terra:it sits well with you because you can't control your show's presence.
Evo Terra:Look, I highly doubt you're going to get there by just letting
Evo Terra:your RSS feed populate a website.
Evo Terra:But sure, you can try that.
Evo Terra:But again, I have my doubts.
Evo Terra:I've seen time and time again where an actual website for a podcast with
Evo Terra:built out episode pages and lots of other information outranks even
Evo Terra:powerhouses like Apple Podcast listings.
Evo Terra:Now, no, it's not going to happen overnight.
Evo Terra:It might take several months, and, yes, it is going to require you
Evo Terra:to post more than just a paragraph and some links per episode.
Evo Terra:Look, you don't have to know a damn thing about SEO to do this.
Evo Terra:Just write good content, make a good onpage experience and share those
Evo Terra:links every time you're sharing, rather than a link to your directory listing.
Evo Terra:Don't link to a Linktree or anything else.
Evo Terra:Stick with that domain you own.
Evo Terra:The second thing you can do, which I think you should do at the exact
Evo Terra:same time, is start owning the relationship with your audience.
Evo Terra:That means more than just asking them to subscribe to your show
Evo Terra:in their preferred listening app.
Evo Terra:Look, they already do that.
Evo Terra:And it also means more than just getting them to follow you on social
Evo Terra:media, join a Discord server or some other community that you built.
Evo Terra:I mean get their email addresses, which means you have to give them a reason
Evo Terra:to give you their email addresses.
Evo Terra:And no, sending out a monthly roundup of your episodes probably isn't enough.
Evo Terra:Nor is emailing them random recipes because you feel like you need to
Evo Terra:give them some content from you.
Evo Terra:Look, it requires you to figure out what you can create that's worthy of
Evo Terra:getting them to sign up and also getting them to look forward to receiving this
Evo Terra:stuff in their inbox in a regular basis.
Evo Terra:Whatever you're producing, make it mission critical to their
Evo Terra:success if at all possible.
Evo Terra:Make it something more than they can get just by listening to your episodes.
Evo Terra:You have to make it valuable for them.
Evo Terra:Because once you have that direct communication line with
Evo Terra:your audience, that email, it can't be taken away from you.
Evo Terra:Well, I guess they could change your email address or you could have
Evo Terra:the privilege revoked if, you know, by them reporting to spam, if you
Evo Terra:are, you know, doing wrong things.
Evo Terra:So be smart.
Evo Terra:I've seen other podcasters actually do this with text messages.
Evo Terra:And that works.
Evo Terra:Um, but then again, I'm not the kind of guy that oftentimes answers my text
Evo Terra:messages, so I'm not qualified to talk about the success of those or not.
Evo Terra:But that does actually count as a direct line of communication, so if
Evo Terra:you're inclined to do that, sure, sure.
Evo Terra:Yeah, go for it.
Evo Terra:That's just two things, two things you can start working on right away to keep
Evo Terra:you from being at the whims of changing priorities, tantrums, governmental
Evo Terra:overreach, or anything else these big tech companies are going to do.
Evo Terra:Two things you can do to keep you in control of your podcast success.
Evo Terra:Because big tech isn't going to do it for you.
Evo Terra:With that, I shall be back next week with yet another Podcast Pontifications.
Evo Terra:Cheers!
Evo Terra:Podcast Pontifications is written and narrated by Evo Terra.
Evo Terra:He's on a mission to make podcasting better.
Evo Terra:Links to everything mentioned in today's episode are in the notes
Evo Terra:section of your podcast listening app.
Evo Terra:A written-to-be-read article based on today's episode is available at
Evo Terra:podcastpontifications.com where you'll also find a video version and a corrected
Evo Terra:transcript, both created by Allie Press.
Evo Terra:Podcast Pontifications is a production of Simpler Media.