Despite the rise of new platforms, Instagram continues to be a goldmine for podcasters… when used right.
In 2025, short-form content has only become more impactful. And Instagram thrives on this. Quick and catchy content that grabs our attention, sparks an emotion, and drives curiosity is what feeds into our shrinking attention spans.
In fact, The 2024 Social Media Content Strategy Report showed that short-form video is popular, with the ideal length on Instagram being under 15 seconds. And with 2 billion monthly active users and Reels and Stories being the most preferred video format, it’s no surprise that there is a large opportunity for podcasters on the popular social media app.
Instagram provides ample opportunity for podcast engagement, discoverability, fan connection, audience growth, and so much more. It’s a medium many podcasters should have in their marketing toolkit, and in this blog, we’re breaking down exactly why.
Instagram’s evolving role in the podcast landscape
Podcast listeners are heavy Instagram users, especially among Gen Z target audiences. In general, nearly 9 in 10 Gen Z podcast users have listened to or watched a brief podcast clip on social media. Of those, 73% say that the clip led them to listen to or watch the podcast on another app.
It’s common for social media to be a gateway for podcasts, helping users discover new and relevant content. For Instagram specifically, Gen Z is 71% likely to find new podcasts on the platform.
Aside from the numbers above, Instagram supports podcasts with:
- Listener engagement: Podcasting might be audio-first, but Instagram is where the conversation happens. Whether it's responding to Q&A stickers, commenting on Reels, or reacting to episode teasers in Stories, this is where your listeners get to talk back. It turns your audience from silent listeners into active participants.
- Show discoverability: Thanks to features like Reels, Explore, and trending audio, Instagram helps get your podcast in front of people who don’t even know they’re looking for it yet. One standout post or snippet can easily snowball into thousands of new impressions and, ideally, new listeners.
- Community & connection: Podcasts are intimate — and Instagram adds a layer of accessibility. Listeners get to see the faces behind the voices, interact with them directly, and feel like they’re part of the journey. That sense of belonging? It’s what keeps them coming back.
- Visual storytelling: Let’s face it — your show might be audio, but your brand lives visually. Instagram lets you build an aesthetic around your podcast. Think stylized audiograms, dynamic episode recaps, behind-the-scenes peeks, and bold carousels that catch the eye while reinforcing your podcast’s identity.
The platform thrives when it’s complementing your other channels — not duplicating them. And because it’s still one of the best platforms for building a consistent brand presence and staying top-of-mind between episodes, it plays a key role in keeping your podcast part of the daily scroll.
Ensure your audience lives on Instagram
Before I continue, I want to flag that not all audiences live on Instagram, and therefore, it might not always be the most relevant platform to promote on. For example, maybe you’re a MarTech podcast and your audience primarily hangs out on LinkedIn. Don’t try to force Instagram to work for you if LinkedIn is where you’ll get the most engagement.
On the flip side, maybe you’re a health and wellness show targeting a Gen Z audience that are heavy Instagram users. In this case, obviously, you want to have a presence on the platform.
One easy way to find this information is through tools like CoHost’s Advanced Audience Demographics, which tell you what social media platforms your listeners hang out on and how they use the apps.
Ways podcasters are using Instagram in 2025
Instagram in 2025 isn’t just about posting pretty cover art — it’s about creating micro-moments of connection that pull people into your podcast world.
The most successful podcasters are treating Instagram like a highlight reel (pun intended) of their show, using different formats to entertain, inform, and engage.
Here’s how top creators are doing it — and how you can too:
Short-form Reels for episode clips
Cut through the scroll with punchy, emotional, or laugh-out-loud moments under 30 seconds. Think episode snippets like:
- A guest dropping a bold opinion
- A hot take that turns heads
- A mic-drop quote that sparks debate
Use captions and trending sounds to increase reach — and always lead with your hook in the first 3 seconds.
For example, the Almost 30 Podcast does a great job at sharing episode clips that resonate with viewers, typically sparking some sort of emotion that entices you to keep wanting to listen.
Carousel posts for value-driven summaries
Turn your episode’s biggest takeaways into bite-sized, swipeable insights. Perfect for how-tos, listicles, frameworks, or step-by-step breakdowns.
For example, some standout moments from a podcast episode could be:
- “5 Things We Learned About Burnout from Our Latest Guest”
- “How Our Host Grew Their Startup from $0 to $1M ARR”
The Boss Babe Podcast can be found constantly sharing valuable carousels that get viewers wanting to scroll. Such as impactful quotes from episodes or sales tips and insights.
Behind-the-scenes stories
Show your audience what doesn’t make it into the polished audio cut — your prep, bloopers, or what your recording setup looks like (BTS footage).
This kind of unfiltered content builds trust, loyalty, and a sense of creator intimacy. It’s almost like drawing back the curtain to give audiences an insider’s look. Think:
- Your process for prepping an episode script
- A tech fail you encountered and how you overcame it (or maybe can laugh at now)
- A “Day in the life” of a podcaster
No one does behind-the-scenes content quite like Call Her Daddy. The podcast will typically create additional video content to hint at new guests, share clips not from the interviews, or recap the episode.
Interactive stickers & polls
Give your audience a reason to stop tapping through stories. Polls, quizzes, question boxes, and sliders let listeners interact directly with you — turning passive followers into active fans.
Try interactive Instagram :
- “What topic should we cover next?”
- “Fact or Myth?”
- “Ask our next guest anything”
Use replies and votes to guide future episode topics and boost algorithm signals.
Jay Shetty’s podcast, On Purpose, regularly posts interactive stories for audiences to engage with. Even if it’s as simple as clicking that you’ll be listening to the next episode.
Tips for boosting discoverability & engagement
If you want your podcast to grow, you can’t just post and hope for the best. Think of it like your podcast: you can’t just hit record and throw your content up on the listening apps. There’s more to it, such as ensuring your content is high-quality, relevant to target audiences, and evokes emotion – whether that’s excitement, curiosity, inspiration, etc.
So let’s explore ways you can ensure your content performs the best it can on Instagram:
Write captions with search in mind
Instagram’s algorithm has become smarter, and your captions now act as a discovery tool. This means your words matter more than ever.
Start with a bold, clear opening that grabs attention — whether it’s a surprising stat from your episode, a compelling quote, or a question. Use natural language that reflects the topic of your episode, and sprinkle in keywords you know your audience is searching for.
Think of this less like a social caption and more like an episode intro: concise, clear, and captivating.
Use trending audio strategically
Yes, trending audio can widen your reach — but don’t force it. The goal is to stay on-brand, not become background noise.
The best podcasters use trends as tools, not templates. Ask yourself: does this sound elevate the message of your clip? Can it add emotion, humor, or contrast to your content? If the answer is yes, go for it. If not, keep scrolling.
Instead of chasing every viral sound, build a small library of audio that complements your show’s tone. That way, you’re ready when the right moment hits.
Keep visual branding consistent
Your Instagram grid is often the first impression of your podcast. It should feel intentional — not random.
Make sure your colors, fonts, and style align with your podcast’s tone. If your show is bold and fast-paced, your visuals should reflect that. If it’s thoughtful and reflective, let that come through in your layout.
Consistency builds recognition. Whether someone finds your podcast on Instagram, Spotify, or YouTube, they should know instantly: this is the same show. Use highlight covers, carousel templates, and story formatting that feels cohesive. The more familiar your brand looks, the more credible and memorable it becomes.
Instagram in 2025 is all about clarity, creativity, and connection. With the right strategies in place, your podcast content won’t just reach more people — it’ll resonate too.
Mistakes podcasters still make on Instagram (and how to avoid them)
Even in 2025, many podcasters are still missing the mark on Instagram — not because they don’t care but because they’re treating it like an afterthought.
Let’s fix that.
Here are some of the most common pitfalls we see (and how to steer clear of them):
Mistake 1: Using Instagram as a dumping ground for audiograms
We’ve all seen it — the same static audiogram repurposed from three years ago with no real context or strategy. The problem? Your audience has seen it too… and they’ve probably scrolled right past.
What to do instead: Create platform-native content. Instagram is a visual-first space. That means high-quality Reels, episode teasers with on-screen captions, and creative formats that fit naturally into the scroll. Think story-driven clips, face-to-camera insights, or behind-the-scenes moments that feel made for Instagram, not moved to Instagram.
Mistake 2: Forgetting to tailor content
Posting a clip with no setup, no caption context, and no hook? That’s a one-way ticket to low engagement. Your audience isn’t listening in-app — they’re watching, reading, and scanning for value.
What to do instead: Always assume your audience is seeing you for the first time. Set the scene. Write captions that tell them why this episode matters or what they’ll take away. Use text overlays on video to highlight the hook. Give context, and you’ll get connection.
Mistake 3: Inconsistent posting with no strategy
There’s nothing wrong with taking a break or experimenting with new formats but ghosting your feed for weeks, then reappearing with zero explanation? That doesn’t build trust or audience loyalty.
What to do instead: Consistency doesn’t have to mean daily posting—it means showing up in a way your audience can rely on. Maybe that’s once a week, maybe it’s tied to your episode drops. Either way, create a schedule that works for you and communicate it. Your audience (and podcast marketing strategy) will thank you.
Instagram strategy checklist for podcasters
Content creation
- Post short-form Reels with strong hooks from your episodes (aim for under 30 seconds)
- Create carousel posts that break down key takeaways or hot takes from each episode
- Use Instagram Stories to share behind-the-scenes moments and personal commentary
- Incorporate interactive stickers (polls, quizzes, Q&A) to boost engagement
- Use Broadcast Channels or Notes for episode drops, exclusive updates, and hot takes
Optimization & discoverability
- Write value-packed captions that give viewers context & a reason to care
- Add SEO-friendly keywords to your captions, bios, and alt text
- Use on-screen text in Reels to highlight hooks and improve accessibility
- Incorporate trending audio thoughtfully—without sacrificing your tone or message
- Tag guests, collaborators, and relevant accounts to increase reach
Visual & brand consistency
- Design cover art and templates that reflect your show’s personality
- Use a consistent color palette and font style across your posts and Stories
- Organize Highlights (e.g., “Episodes,” “Guests,” “BTS,” “Tips”) for new visitors
- Maintain a predictable posting rhythm that aligns with your episode drops
Engagement & growth
- Prompt conversation in captions—ask for opinions, reactions, or DMs
- Respond to comments and messages to deepen audience connection
- Collaborate with aligned creators or brands on Reels or co-posts
- Analyze content performance (shares, saves, reach, retention) monthly
- Adjust strategy based on what your audience is watching, sharing, and loving
Don’t treat Instagram as just a promotion tool—treat it like a mini extension of your show. Every post should serve your audience, not just push your podcast.
Don’t just post—build presence on Instagram
If there’s one thing we know heading into 2025, it’s that Instagram remains a high-impact channel for podcasters who know how to use it strategically. This isn’t just about sharing clips and hoping for listens. It’s about creating content that complements your podcast, amplifies its reach, and connects with your audience in real time.
Whether it’s Reels that spark curiosity, carousels that distill insight, or Stories that pull back the curtain — every post is a chance to deepen your relationship with listeners. And when it’s all part of a cohesive brand experience? That’s when Instagram stops being a marketing task and becomes a growth engine.
So here’s your cue to revisit your strategy, get intentional with your content, and use Instagram as more than just a place to promote — use it as a platform to engage, experiment, and expand.
Want more creator insights like these? Subscribe to Tuned In, CoHost’s bi-weekly newsletter for podcasters who want to build smarter and grow faster.
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