You want to make a big deal out of your new podcast to get as many eyeballs (and ears) on your show as soon as it launches. There are four key things to think about that will help you spread the word.
1. Utilize your command network.
Now is the time to ask your friends, family, community, audience, stakeholders, colleagues—anyone in your network—to help support the show. Some ways your network might be able to help you:
Sharing through various social media channels. Make it easy on them by having easily shareable content like pull quotes, graphic illustrations, audio snippets, audiograms, links etc., on launch.
Ask your network to review the podcast on their chosen listening platforms, such as Spotify, Amazon, Apple, etc. Just like any content or product, more people are willing to listen and subscribe if there are high marks/stars from reviewers.
Make sure there is ample buildup to the launch by building up your audience in advance.
2. Don't be afraid to be vocal.
This podcast is part of your larger communication strategy so utilize all the tools you've got. Alert your email list, social channels and groups you're involved with that a podcast is coming. Your audience will already be on board and ready when your podcast goes live.
3. Interact with your audience.
During launch week, thank every single person who comments on your podcast. Ask them to leave a review and share it with anyone they know who might find it valuable. Even if your audience is small to start, the direct interaction can feed your energy level and offer valuable feedback for your future podcast episodes.
4. Promote with videos and audiograms.
The reality is that social media platforms' algorithms LOVE video clips, so it would be foolish to pass up the opportunity for exposure. If the idea of producing a video spot as a promotional tool doesn't sound like your lane, lean on your Visual Information (VI) manager for support or create an audiogram like this one from AFN Incirlik or this one from the Office of the U.S. Pacific Fleet Master Chief created to promote their "Fridays with Fleet," series.
You Can Use AFN to Reach Your Audiences
To help spread the word, the American Forces Network (AFN) is a Department of Defense (DoD) program available to help promote and distribute your podcast. Radio and TV advertising is an effective way to promote your podcast. If you're stationed overseas, you may be interested in advertising on AFN Radio and Television.
Entering into a service agreement with AFN podcast will allow clients to enjoy all the benefits of being part of the network—DVIDS worldwide distribution and subject matter experts to assist or provide: planning, marketing, publicity, branding, public affairs guidance, consistent quality control and listener metrics. Bonus—they don't charge for air time.
Be sure to understand AFN's guidelines!
Your spot must meet AFN’s professional broadcast standards.
- Spot material should be submitted five business days before the first on-air date to ensure the product meets technical and policy considerations. Spot material submitted without adequate lead time may not air as often or as long, i.e., number of days, as desired.
- United States phone numbers and physical addresses of offices should not be included visually or audibly.
- Website URLs are the preferred call to action as audience access to the internet is the most common and the least expensive method for them to obtain additional information.
- Products, i.e., informational materials, offered on a website must be available free of charge and access to those materials cannot require the user to establish an account or subscription.
- The solicitation of funds is prohibited.
- Regardless of the submission method used, an email must be sent to firstname.lastname@example.org that includes the following information:
- The name of the originating entity.
- Entity points of contact to include a work email and phone number.
- The date the spot should start airing.
- The date the spot should stop airing.
- Any content restrictions or specific target audience information.
All questions related to spot submission requirements should be directed to the AFN Operations Manager at email@example.com.