One Podcast Episode Listen is Good; Three is Gold—Here's Why

Did you know that in general, honey doesn’t spoil? The long shelf life of honey is attributed to an enzyme found in the stomach of bees.

In today’s newsletter:

• Groups: How to market your podcast to different segments of your audience.

• Motion: Free resources to use in your next project.

• Disinformation: Meta and TikTok have to detail misinformation strategies, Descript got a big AI update, and more.

DYLAN’S DOWNLOAD

A few weeks ago, I posted a video on social media, touching on the concept of marketing your podcast to capture three listens, not just one. The feedback was great—many of you had questions, and I promised a follow-up.

So, why the delay? For starters, it's been hanging out on my mental to-do list. And let's face it, condensing complex strategies into 30-second videos can be a delicate balance. Sometimes making things too condensed doesn’t do it justice.

That's why today, I'm sharing how to market your podcast for 3 listens, not just the initial one.

Quick Recap

For those scratching their heads, let's get everyone on the same page.

If a first-time listener enjoys your show, there's less than a 40% chance they’ll come back for round two.

If they do return, the odds of a third listen are still below 40%.

When/if they comeback for a third listen, the likelihood they stick around for a fourth goes to over 70%. That’s why we want to aim for three listens.

Where Many Go Wrong

This is where a ton of podcasters drop the ball. They’re not aligning their marketing messages with their community's actual journey.

If you caught last week’s newsletter and remember how Arielle from Descript highlighted Descript’s three distinct community groups? It’s a similar vibe.

The Million-Dollar Question

"So Dylan, how exactly do we market to these elusive '3 listens’?”

It’s simple, but effective. Here’s how:

Your Podcast's 5 Listener Groups

• Group 1: First-timers. They're leaning on your every word for guidance.

• Group 2: They’ve dipped a toe with one episode but aren't all-in yet.

• Group 3: They’re teetering on the edge—likely to stay or go after a few episodes.

• Group 4: Your regular bingers.

• Group 5: Die-hard fans. They don’t miss an episode.

The mission? Graduate everyone from Groups 1-3 to 4 & 5. And to do that, we need targeted strategies.

Target Strategies

• Group 1: Set the scene at the start of your episode; they need a reason to stick around.

• Group 2: Encourage them to subscribe between the 30%-60% episode mark, and perhaps tease future or past content.

• Group 3: Prompt them to leave a review or join your community, around 60%-end of the episode.

• Group 4 & 5: They're the pulse of your podcast community. Engage them for authentic feedback.

That's the blueprint. Thoughts? Questions? Hit reply!

CREATOR ANTICS