What’s the best social media platform for podcasting?

The best social platform is one you actually enjoy using

If you’re trying to grow your podcast you’ve likely been thinking a lot about social media.

But how do you stop yourself wasting time on platforms that aren’t going to bring in audience and focus on the ones that will?

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Start with platforms you already enjoy

If you don’t like using social media platforms it’s highly unlikely you’re ever going to perform well on those platforms.

Getting the reach required for discoverability involves spending time inside the platforms sharing, liking, commenting and engaging.

That’s what helps the algorithm to push your content even further so you want to choose one (or a few) that you want to spend time on.

As a starting point, ask yourself…

• What platforms do I already like checking?
• Where am I already showing up without it feeling like too much of an effort?
• Where do I have existing audience (even if it’s small)?

If you start there, you’re at least focusing on platforms you’re not going to dread logging into.

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Your content needs to suit the platform

Not all content works on all platforms so you need to think about the experience of a consumer in each individual app.

Instead of just copying and pasting your podcast content everywhere, think about how you can repurpose it in a way that makes sense for the platforms your show is on.

That could mean…

• Breaking standout moments into short video clips to share on Reels or Shorts
• Turning key points into quote tiles or carousels
• Writing mini blog-style posts for LinkedIn
• Using X (Twitter) for behind-the-scenes updates or Q&A threads

Whatever you do you need to think about the end-user experience, not just what’s going to save you the most time.

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Think about your audience, not just your preferences

While you want to choose a platform you like, you also want to make sure it’s a platform where your audience is likely to be.

Are you targeting business owners? Then LinkedIn might be way more effective for you than Instagram.

Do you host a comedy podcast? Then short, funny video clips might perform brilliantly on TikTok or Reels but tank on X.

And if your audience is older or not on social media you might need to focus more on SEO, newsletters and discoverability inside podcast apps.

Whatever you decide you need to be where your audience is, and that can take a bit of time to find out.

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Use trackable links

There are a bunch of tools that can help you work out if your social media content is leading to actual listens.

Platforms like Podder and Linkfire let you add a piece of code to your RSS feed so you can see if someone has listened to an episode after clicking on a link.

This helps you work out which platforms are moving the needle and which ones are a waste of your time.

You don’t need to be everywhere

Trying to be on every platform just means you’ll likely be spread too thin to be sharing your content effectively.

And unless you’ve got a team behind you, it’s really not realistic…or necessary.

One well-maintained platform is far more powerful than six that are neglected or not being engaged with.

So, start with one channel, build consistency and only add more once you’ve got the bandwidth and a clear idea of what each platform is doing for your brand.

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Be strategic with your efforts

Social media can definitely help grow your podcast but it needs to support your show, not consume it.

So, here’s how to be smart with your time:

• Use scheduling tools to batch your content
• Repurpose your best podcast moments across different platforms
• Look at your analytics to see what’s working and focus on that
• Use AI to draft ideas/assets, then edit into your voice
• Focus on engagement, not vanity metrics (saves, shares, watch times)

At the end of the day, social media is just one piece of the podcast growth puzzle.

It can help you get discovered, build your community and amplify your message but it shouldn’t take priority over consistently making great content.

Choose the platform that makes sense for you and your listeners and show up in a way that feels manageable long-term.