Spotify has released new analytics tools for podcasters that give you deeper insights into your podcast’s performance, how people discover your show, and who you actually end up gaining as loyal listeners.
Spotify has expanded its analytics tools for podcasters and now offers deeper insights to help you better understand the growth of your show. With the new “Audience Journey” visualization, you can understand how your podcast is discovered and consumed on the platform. These new features help you tailor your marketing strategies more precisely and increase your listener numbers. Lenny Rachitsky by Spotify explains in official blog post:
We understand how vital audience growth is to you and your show, and one of our main goals at Spotify for Podcasters is to help you expand your reach and give you more opportunities to grow a loyal fanbase. We believe accurate and actionable insights are critical for creators to build success – the more you understand, the more you can make better, more informed decisions about how to grow your show.
From first impression to stream: How to understand your listeners’ journey
The new metrics help you better understand the different phases of your podcast performance: How many people watch your podcast? How many show interest? And how many ultimately listen? These detailed insights are crucial to finding out in which phase you should optimize your marketing strategy. Often, for example, it turns out that you may have a high reach, but only a few listeners actually take the next step and listen to an episode. This is what the new analytics look like in concrete terms:
Insight into the Spotify Analytics view for podcasters, © Spotify for Podcasters
How to optimize your marketing strategy
The advanced analytics provide you with valuable clues on how you can improve your podcast marketing. To increase your reach, Spotify recommends, for example, optimizing the SEO of your episodes by using relevant keywords in the titles and descriptions. This increases the chance of being discovered in search results or through algorithmic recommendations on Spotify.
Another effective approach is to use current trends or events to publish relevant episodes. This content often has a higher chance of appearing in Spotify’s search results. In addition, you can also use trendy forms in addition to trending content, such as video podcasts.
Collaborating with other podcasters can also help you expand your reach. Through cross-promotions or guest appearances, you can reach a new audience and expand your network.
From reach to loyalty: How to win loyal podcast listeners
High reach is important, but the real power lies in retaining listeners long-term. Spotify recommends using strong episode titles and appealing cover art to appeal to potential fans. Also, use a hook or jingle at the beginning of your episodes to ensure listeners stay tuned.
Once you’ve piqued your listeners’ interest, it’s all about turning them into returning fans. Tools like comments and polls on Spotify give you the opportunity to engage directly with your listeners and build an active community. According to Spotify, listeners who follow a show listen to four times as many episodes as others – a strong argument for nurturing your community.
Using conversion metrics successfully
The new conversion metrics help you make your marketing strategy measurable. You can see exactly which phases you need to optimize, be it in terms of reach, interest or the number of streams. Once you have identified weak points, you can adapt your content and develop strategies to better engage listeners and turn them into loyal fans.
Many podcasters will find these new insights to be a game changer. Whether it’s optimizing episode titles, deploying targeted advertising through Spotify Ads Manager, or leveraging interactivity tools, this data will help you make informed decisions that will drive your podcast growth.
Growth opportunities through new collaborations
In addition to the advanced analytics, there are other exciting ways you can increase your podcast reach. Spotify is partnering with Meta to make podcasts more visible on Instagram and via Ray-Ban Smart Glasses. These innovative technologies offer you new ways to reach your audience and market your show.
Spotify vs. YouTube:
New comment feature launched
© Spotify for Podcasters via Canva
