Discoverability vs Retention: What You Need To Know For Your Podcast

As summer draws to a close, so must the Summer of Discoverability. And what a summer it was! We had quite a few live events on the topic, and a few blog posts highlighting it as well. We’ve also emphasized the importance of audience retention, and how it went hand-in-hand with discoverability.

But why does your podcast need both?

Discoverability

Discoverability is how easy it is for new listeners to find your podcast. As more and more podcasts come into the world, you have to make sure that your podcast is fully prepped to compete for listeners’ attention. This means making sure that your podcast has good SEO, has a well-written description, and a cover that can catch your audience’s eye.

Tips for Improving Discoverability:

• Optimize Your Podcast Title and Description: Use clear and relevant keywords that describe your podcast’s content. This helps search engines and platforms categorize your podcast correctly.
• Eye-Catching Cover Art: Design an attractive and memorable podcast cover art. It’s the first thing people see when browsing, so make it count.
• Leverage Social Media: Promote your podcast on social platforms, engage with your audience, and encourage sharing. Word of mouth can be a powerful discoverability tool.
• Guest Appearances: Collaborate with other podcasters or influencers in your niche. Appearing on their shows can introduce your podcast to their audience.
• Consistent Release Schedule: Stick to a regular release schedule so that your audience knows when to expect new episodes.

Audience Retention: Keeping the Flame Alive

Audience retention, on the other hand, focuses on how well you keep your existing listeners engaged and coming back for more. It’s about nurturing the relationship you’ve already established with your audience. This means giving your listeners space to congregate and chat, and ensuring that your podcast is still putting out all the same quality content that drew them in the first place.

Tips for Improving Audience Retention:

• Compelling Content: Content is king. Keep your episodes engaging, informative, and relevant to your target audience. Solve their problems, entertain them, or educate them.
• Quality Audio: Invest in good audio equipment and editing. High-quality sound can make a big difference in retaining listeners.
• Consistency: Maintain a consistent tone and style throughout your episodes. This helps in building a loyal audience who knows what to expect.
• Engage with Your Audience: Respond to comments, emails, and social media messages. Make your audience feel heard and valued.
• Create a Community: Consider creating a forum or group for your listeners to connect with each other and discuss your episodes.

The Balance Between Discoverability and Retention

As a podcaster, you need to strike a balance between these two aspects. Think of it as a cycle:

⇒ Discoverability gets your podcast in front of new eyes and ears.

⇒ Audience retention keeps those new listeners engaged and coming back for more.

⇒ Repeat the process to grow your podcast’s reach steadily.

Remember, it’s not just about acquiring a massive audience. It’s about building a dedicated and engaged community of listeners who are passionate about your content. If you skew too hard one way or another, you run the risk of limiting your ability to create and grow your podcast’s community.

What’s the next step? Check out some of our favorite promotion tips on how you can get the word out about your podcast, and create new experiences for your audience!