We had an earlier blog about podcast monetization (called: Make Money Podcasting: Proven Strategies to Boost Your Income), but it now feels as if I was touching the tip of the iceberg, so I had to come back to the topic.
Namely, my own views on how to monetize a podcast have changed – expanded. You know when we get stuck into a certain habit? Well, I think I had the same but with my opinions on how podcasters earn from their podcasts.
So, it took a bit of digging, and hearing from various people in the podcasting space to actually see that there was more than meets the eye.
Conventional podcast monetization
I know you’re not here to hear about ads in your podcast episode, but that may become a blog on its own one day. However, I just wanted to say that I was lingering in that space of podcast advertising for quite a long time. So, this was my starting point. I bet you were/are there too.
Podcast monetization using socials
The thing is that when podcasters think about how to approach getting sponsors, it’s always the number of downloads that they consider first. And maybe you’ve heard this before (I certainly have)… the number of downloads is not important for acquiring sponsorship deals.
I had no idea what they were talking about because somehow it always came down to it.
“A mind that is stretched by a new experience can never go back to its old dimensions.”
So, let me tell you something that will forever change the way you think about podcast monetization.
It’s not only about your podcast. It’s about you and what you’ve built everywhere around you.
But, what does that mean?
Your podcast may have a small number of downloads, but this is when you turn to your social media. What kind of following have you got there?
- Are you a beast on Instagram? What’s your follower count?
- Are you a professional on LinkedIn with tons of connections?
- How many friends/followers do you have on Facebook?
- Is X your go-to platform?
Is it starting to make sense?
The pitch you will be making to sponsors is not about the number of downloads you have, but the size of your audience where you will be speaking about your podcast anyway!
Social media posts with sponsor drop for podcast monetization
🎧 New podcast episode drop!
[Whatever copy related to your episode]💡 If you’re feeling stretched thin, this one’s a must-listen.
🎙 Brought to you by [Sponsor Name] – the tool helping creators like me stay focused and thrive.
🔗 Link in comments
🐦 X (Twitter)
“If you’re working 60+ hours a week and still feel behind…
This episode is for you. [or replace with whatever content is applicable from your episode]
Proudly supported by [Sponsor Name], the go-to platform for creators who want more done in less time.
🎙 Listen here: [link]”
🚨New episode! And it’s a juicy one.
We talked about:
[bullet points from your episode]
🎙 Brought to you by [Sponsor Name] — the platform keeping this podcast (and my sanity) afloat.
Hit the link in bio to listen.
🎧 New episode is live!
Big shout-out to our sponsor [Sponsor Name] – supporting creators like me to keep showing up and sharing these stories.
Link to listen: [insert link]
Conclusion
I hope I have awoken your chakras when it comes to podcast monetization. The key takeaway from this blog is to think about bringing your sponsor closer to your audience in more general ways. Don’t restrict yourself on only your podcast numbers. The podcast is just a means you’re using to bring value.
Hopefully, your download numbers increase in time, which you can add to your sponsor pitch. But in the meantime, use your niche and be confident about who you’re reaching.