Active Podcasts on Social Media

Part
01
of three
Part
01

Active Podcasts on Social Media

Four of the most popular podcasts and most promoted on social media are Ted Talks Daily, This American Life, Freakonomics and Wait Wait..Don't tell me! All these podcasts have close to or more than a million followers combining all their social media channels. They publish promotional tweets or posts every time there is a new episode. All these podcasts are amongst the most popular in the U.S. in terms of downloads.

Popularity Measurement

As Podtrac measures the top U.S. monthly audiences for podcasts, their ranking for the month of November 2019 was used to pick some of the top podcasts in terms of popularity. These podcasts were then ranked in terms of social media followers and a selection of the top 4 was made. The statistics for the top podcasts can be seen below:

TOP 4 Podcasts

1. Ted Talks Daily

  • Ted Talks Daily is a short podcast of less than 18 minutes with a variety of stimulating, fun, and powerful topics.
  • Users can request to be sent only podcasts that cover topics of interest to them.
  • Ted Talks Daily uses the following social media channels for promotion: Twitter, Facebook, Instagram, YouTube and Pinterest.
  • This podcast has 11.4 million followers on Twitter.
  • A recent promotional tweet published less than 24 hours ago was retweeted 25 times and liked 85 times.
  • On the 9th of January, another tweet promoting a TED Talk podcast was retweeted 343 times and liked 856 times.
  • On the 6th of January, Ted Talks Twitter page published a promotional tweet that was retweeted 11 times and gathered 71 likes.
  • Ted Talks Podcasts are advertised several times a day on Twitter by showing the topics and providing a direct link to the podcast.
  • Some of the recent promotional tweets have gathered close to 500 retweets and 1,700 likes.
  • The podcast has 14.27 million followers on Facebook.
  • A recent post on Facebook published less than 24 hours ago promoting a Ted Climate Change podcast was shared 153 times and commented 630 times.
  • Another post published less than 48 hours ago promoting a podcast with actor Adam Driver gathered 965 comments and was shared 1,900 times.
  • The Ted Talks Daily podcast has 15.9 million followers on YouTube.
  • It also has 1.2 monthly visitors on Pinterest and 5 million followers on Instagram.

2. Wait Wait...Don't Tell Me!

  • This podcast is a weekly news-based panel show that lasts one hour.
  • It is a humorous quiz that tackles various topical news from the week.
  • Around 6 million people tune in each week to listen to the show via podcast or live.
  • This podcast uses the following social medial channels for promotion: Facebook, Twitter and Instagram.
  • It has 186,100 followers on Twitter.
  • On the 6th of January, a promotional tweet was posted with a Tom Hanks GIF to promote one of the podcasts episodes. It gathered 96 likes and 4 retweets.
  • Another tweet published on the 16th of December promoted a podcast episode with World Series winner Sean Doolittle. It got 13 retweets and 113 likes.
  • On Facebook, a post advertising the same episode got 263 likes, 20 comments and 12 shares.
  • On 25th of November, the tweet promoting the episode with Elaine Welteroth got 5 retweets and 78 likes.
  • On Facebook, the post advertising the same episode got 171 likes, 11 comments and 5 shares.
  • This podcast also has 972,513 followers on Facebook.
  • Wait Wait... uses social media to promote each episode of their podcasts.

3. This American Life

  • This podcast is heard each week by 2.2 million listeners on the radio and 3.6 million on podcast.
  • It is published on a weekly basis and features a different theme every episode.
  • Different kinds of stories around the chosen theme are featured in each podcast.
  • Stories usually involve interesting people, humor, twists and interesting concepts.
  • It is one of the top 5 podcasts on ITunes.
  • This American Life has 1,078,860 followers on Facebook.
  • On the 2nd of January 2020, a post promoting a podcast episode featuring sleepwalking on Facebook gathered 317 likes, 36 comments and 55 shares.
  • On the 20th of December 2019, a post promoting a podcast episode featuring a break-up on Facebook gathered 309 likes, 43 comments and 43 shares.
  • On the 16th of November 2019, a post promoting a podcast episode featuring asylum seekers on Facebook gathered 92 likes, 33 comments and 125 shares.
  • The promotion of the same episode on Twitter gathered 157 retweets and 179 likes.
  • The podcast also has 452,200 followers on Twitter.
  • Every time a podcast episode is released, it is promoted on its Facebook and Twitter page.

4. Freakonomics

  • Freakonomics is broadcast on the radio and available on podcast.
  • The show is inspired from a 2005 book by Dubner and Levitt.
  • One of the co-authors is the host and the other is a frequent guest on the program.
  • It started in 2010 and is published on a weekly basis.
  • The main topics covered in the show are socioeconomic issues explained to the public.
  • The program has featured amongst the top 20 podcasts in ITunes since its launch.
  • It has 651,000 Twitter followers and 369,473 followers on Facebook.
  • On the 5th of January, a promotional tweet for the episode on the zero-minute workout gathered 98 likes and 30 retweets.
  • A promotional tweet on the episode featuring presidential candidate Andrew Yang posted on the 24th of December gathered 675 retweets and 3,200 likes.
  • On Facebook, a post featuring the same episode gathered 113 likes, 83 comments and 19 shares on the 23rd of December and 95 likes, 50 comments and 32 shares on the 22nd of December.
  • Freakonomics uses Twitter and Facebook to promote each of their episodes.











Part
02
of three
Part
02

Active Podcasts on Social Media Case Studies (1)

Coast to Coast AM and Crime Junkie are two examples of highly popular podcasts that are very active in promoting themselves on social media, as they are active across multiple social media channels where they post on a regular basis, each that have amassed hundreds of thousands of followers and receive significant levels of engagement from fans.

#1: Coast to Coast AM

Social Media Channels Used for Podcast Promotion:

  • Coast to Coast AM is a paranormal news show that runs both live on AM radio and via syndicated podcasts that available via membership to the show's official website. The live broadcast can also be heard for free on the podcast's website during airtime.
  • The show is promoted on Facebook, Twitter, YouTube, and Instagram. Memberships for the podcast are also promoted during the live broadcasts of the show.
  • The podcast's official website gets 2.4 million visitors per month.

Social Media Promotion Analysis

  • Coast to Coast AM has 444,411 Facebook followers, 148,000 Twitter followers, 16,200 Instagram followers, and 310,000 YouTube subscribers.
  • On Instagram, the podcast promotes itself by posting about behind the scenes happenings with the show and it's hosts. Each post gets lots of engagement, with hundreds of likes and dozens of comments.
  • On Facebook, the podcast promotes itself by promotes itself by regularly making posts that link to paranormal news articles on their official website. Each post gets hundreds of likes and comments as well as a few dozen shares.
  • On Twitter, the podcast promotes itself by regularly making posts that link to paranormal news articles on their official website. Each post gets a handful of likes, retweets, and comments.
  • On YouTube, the podcast promotes itself by posting audio clips of their shows on a regular basis. These clips get view counts that reach into the hundreds of thousands.

Podcast Popularity Analysis:

  • Coast to Coast AM's website states that the show has nearly 3 million weekly listeners.
  • The podcast is available to subscribers via the Coast to Coast AM official mobile app, which also includes a paranormal newsreel.
  • Listeners who comment on the show's social media pages appear to really favor the show's host, George Noory, which may be one reason why this show is popular. This is evidenced here, here, and here.
  • Many listeners also appear to be quite loyal, as those commenting on social media often talk about how long they have been listening. For example, one listener states that they have been listening for nine years, while another states that they "can't get enough" of the show.
  • The show is well-established as it began decades ago as an AM radio show, founded by Art Bell. As technology evolved, the show and all of it's archived past shows became available in podcast format.

Commonalities With Other Podcasts:

  • This podcast has its own identity that it uses across all of its digital channels and the podcast is published on an ongoing basis, rather than being a limited-time series or stories. This format is similar to other popular podcasts such as Crime Junkie.
  • This podcast has a live broadcast version of its show before making the recording of the live version available in podcast format. This format is similar to other popular podcasts such as Penn's Sunday School.
  • This podcast sells subscriptions to its show via its own website. This format is similar to other popular podcasts such as Doug Loves Movies.

#2: Crime Junkie

Social Media Channels Used for Podcast Promotion:

Social Media Promotion Analysis

  • Crime Junkie has 152,472 Facebook followers, 63,000 Twitter followers, and 473,000 Instagram followers.
  • On Instagram, the podcast promotes itself by showing behind the scenes content of the hosts, promoting the podcasts's promotional gear, crime-themed memes, and true crime headlines. Each post gets thousands of likes and hundreds of comments.
  • On Facebook, the podcast promotes itself by posting about upcoming events related to the podcast, posting about true crime headlines, and posts about ongoing crime investigations asking their followers to get involved in helping to locate suspects and missing persons. Each post gets hundreds of reactions and comments and dozens of shares.
  • On Twitter, the podcast promotes itself by posting memes, news about the show, and responses to their fans. Each post gets hundreds of likes, dozens of retweets and a handful of comments.

Podcast Popularity Analysis:

  • Crime Junkie currently sits as the third most popular podcast on Apple (iTunes) based on new downloads.
  • After the podcast had been operational for just 15 months, the podcast was able to garner 18 million downloads in a two-month span of time in early 2019.
  • Crime Junkie's ad partner states that the show's popularity has grown organically and that a key to the show's popularity is the storytelling capabilities of the show's host, Ashley Flowers.
  • The show's popularity is also attributed to the bond of the show's co-hosts who are lifelong best friends and true crime fans, as well as how the show taps into crime stories that are under-reported or that are being misreported.
  • The podcast has gained widespread attention by the national media, including mentions by outlets such as Rolling Stone Magazine, In Touch Weekly, Good Housekeeping, Vulture, and USA Today.
  • The show's host, Ashley Flowers, attributes the show's popularity to the loyalty of the show's audience, and notes how the fans are constantly sharing information about the show with their own social media followers.

Commonalities With Other Podcasts:

Part
03
of three
Part
03

Active Podcasts on Social Media Case Studies (2)

Like any other entertainment type, some podcasts are more popular compared to others. Pardon My Take and Planet Money are among the most popular podcasts that are very active in promoting themselves on social media.

Pardon My Take

  • This is a comedic sports podcast that was created by Barstool Sports in 2016.
  • Averagely, Pardon My Take receives 1.5 million listeners per episode. The podcast has 45,000 ratings that give it an average rating of five stars.
  • This podcast uses the following social media channels for promotion: Twitter, YouTube, and Instagram.
  • It has 476,400 followers on Twitter. On the 10th of January, a promotional tweet was posted to promote one of the podcast episodes. The tweet gathered 37 comments, 26 retweets, and 427 likes.
  • The podcast has 508,000 followers on Instagram. It has 6,252 posts on sports episodes on Instagram. The podcast’s average influence on Instagram is 3.54%.
  • On 7th January 2020, it made a post on Instagram featuring Taysom Hill while gaming attracted 20 comments and 63,600 likes.
  • Pardon My Take has 78,600 subscribers on YouTube. On 5th January 2020, the podcast posted on YouTube a 2019 review regarding its episodes and gathered 67,980 views.
  • Pardon My Take is popular because it presents episodes centered on sports. Pardon My Take is one of the top sports-themed podcasts in the world. The topic of sports has a large following as it is both entertainment and a hobby.
  • Like other podcasts, Pardon My Take is published on an ongoing basis. It releases three episodes per week.
  • Also, Pardon My Take has a commonality with ‘The Garbage Time Podcast’ in the sense that both tackle the world of sports and beyond in unique and humorous ways.

Planet Money

  • Planet Money is an American podcast about the subjects of money and business.
  • The podcast raises awareness of particular big financial scams that impact people in the current era.
  • Planet Money promotes its episodes through Facebook, Twitter, and Instagram.
  • It has 31,900 followers and 131 posts on Instagram. On 4th November 2019, the podcast posted about Arthur Cecil Pigou's graph regarding negative externalities. The post gathered 745 likes and 16 comments.
  • The podcast has 359,500 followers on Twitter.
  • On January 8, 2020, the podcast posted a promotional tweet for its episode 386 titled “The Cost of Free Doughnuts.” The post gathered 18 likes, 3 comments, and 2 retweets.
  • The podcast has 89,952 followers on Facebook. Planet Money posted its episode 963 on Facebook on 10th January 2020. The post has 14 likes, 2 comments, and 4 shares.
  • Planet Money is popular because it explains economics in a creative and relatable approach by using entertaining stories. The podcast is easy to follow because it uses easily understandable language.
  • Like other podcasts, Planet Money is free from time constraints. The podcast does not have to time out to a particular length or meet specified times.
  • Also, Planet Money is like other podcasts in the sense that it is published on an ongoing basis. Two episodes of this podcast are released every week.

Research Strategy

In order to find the active podcasts on social media, the research team consulted trusted articles, websites, databases, and blogs. The most active podcast was determined by the number of views, number of reactions, retweets, and following in social media channels. From these resources and based on these criteria, the most popular podcasts that are very active in promoting themselves on social media include Pardon My Take and Planet Money.
Sources
Sources

From Part 01
From Part 02