February 28, 2018 • Aerio Staff
According to a Mediakix article, from 2012 to 2015, podcast hosting service Libsyn saw an increase in requests from 1.2 billion to 3.3 billion.
Podcast Insights found there are 42 million weekly podcasts listeners in the U.S. alone.
And an article on Ad Age estimates, on average, UK & Australian subscribers listen to podcasts 5 – 6 hours per week.
Hosting a podcast is a fairly simple and uniquely smart way for authors to promote and sell their books, and with a global surge in the number of podcast listeners, there’s no better time to tune in.
While podcasts have been around for near a decade, they didn’t start gaining momentum until mobile functionalities and integrations caught on. They also received a helpful nudge from popular on-demand subscription services like Netflix, giving way to a steady upward trend.
Some have claimed the podcast proliferation is a symptom of “screen exhaustion.” Instead of gluing their eyes to millions of microscopic pixels, subscribers just need to open up their ears and give a listen. Listening is more convenient, safer, and less interruptive.
Thanks to the viral success of early outliers like Serial and improved mobile integration, capped off with low production costs, podcasts have become an established form of content. Thus making podcasts a perfect option for effective author book marketing.
Increased podcast usage is definitely a big factor to consider, but that’s not the only reason an author should start podcasting.
Much like an author signing, book fans are tickled by that feeling of closeness that comes from what can be a casual, unscripted conversation.
There’s also a marked crossover between podcast listeners and social media engagement. According to an article from Edison Research:
Podcasts users' affinity with social media make them an incredibly valuable, highly sought after-target audience posessing incredible author/brand/book evangelists potential.
The stage is yours to talk about whatever you want. If you want to get the most traction from your podcasts so they best help you sell and market your books, author podcast content should be specific and targeted at your core audiences. Here are a few ways to achieve the desired effects:
These are just a few ways authors can use podcasts to promote their books and build a following. The more creative you can be, the more likely you’ll have success.
For many authors, the merits of their books alone might not get the sales they want. Podcasts allow them to create marketing content that lives outside of their book, increasing their exposure and reach.
Podcasting has successfully transitioned from a marketing fad to an established marketing staple. Any authors aspiring to bigger name recognition and more sales should take note.