Why podcast calls-to-action matter
“If you like this show, remember to leave us a rating or review. It helps other people to discover it.”
If you’re a regular podcast listener, you’ll be familiar with this kind of call-to-action at the end of one of your favourite shows.
Calls-to-action are an under-rated part of podcasting but, done well, they play an important part in discoverability and audience engagement. One of the hardest things in any form of media is to attract and build an audience. Yet, having done all the work to create a great podcast, why wouldn’t you ask your listeners to engage beyond simply listening to the audio. This could be by:
- Helping others discover your show
- Sending ideas for future stories
- Listening to another show you produce
- Reading an article on your website
- Listening to the back-catalogue
- Listening to the show via a smart speaker
There’s no shortage of options when it comes to calls-to-action. There are, however, a few principles worth following when considering including one for your show. And the emphasis is on one.
In a great article, Amanda McLoughlin, wrote about what she calls the ‘one shot rule’: each podcast episode should have one call-to-action. I often hear presenters give a shopping list of CTAs at the end of a podcast and wonder which of them I’m supposed to do first.
Another reason for the ‘one shot rule’ is listeners are likely to be doing other things while listening to your show. This means their focus may not always be on every single second of your podcast. As Amanda points out, by having one simple CTA your listener is more likely to a) remember it and b) follow through.
Make it easy
There’s no point asking people to do something if there are multiple steps involved for them to go through searching for links on your website. You should also tell them how to do it — never assume.
Benefit driven
Your audience are very unlikely to do things just because you say so. It’s important in any CTA to explain how they will benefit from doing something. Some of the best examples I’ve heard tie this in with the way it will help the show and ultimately allow podcast teams to produce more great episodes.
Audience / behaviourally driven
Understanding as much as you can about your audience is important for a whole range of reasons. But it also matters when thinking about CTAs. There’s little point in asking people to share the show on Linkedin if you’re producing a food podcast and all your social traffic is coming from Instagram.
Language matters
Use language that provokes emotion or enthusiasm when writing CTAs. If what you say is bland and uninteresting then it’s unlikely your audience will feel compelled to follow-through on anything. One of podcasting’s many strengths is its intimacy (being in people’s headphones) so think about that with the words you use.
There are different schools of thought about using the word ‘subscribe’ but I’m of the view it’s a deterrent to new listeners due to the association with paying money or data costs. It’s best to avoid using it. Similarly, the phrase ‘wherever you listen to your podcasts’ is also problematic for new/potential listeners.
Don’t forget the written as well as the audio
According to the 2019 Edison Research American Podcast Consumer report, the highest source (73 per cent)for people discovering new shows was by searching the internet. That also assumes greater importance given Google is actively including podcast episodes and shows as part of its search results.
Use a simple and clear CTA on the front page of your podcast website. It’s not an accident that leading publishers, such as WNYC Studios, are including the phrase: ‘listen for free’ on their podcast pages.
What’s right for one show might not be right for yours
Just because Roman Mars does something in a certain way that doesn’t mean you should necessarily follow suit! Think about what you’re trying to achieve with your podcast and then consider how you’d like your audience to engage.
