Podcasting, a medium built for long-form, wasn’t an obvious fit for a platform like TikTok, which thrives on snappy, seconds-long clips.
But it turns out that short, engaging moments — whether a heated debate or an unexpected reaction — are perfect for grabbing attention in a scroll-heavy environment.
Podcasters started cutting their episodes into digestible, algorithm-friendly clips, and suddenly, shows that might have taken months (or years) to find an audience were going viral overnight.
This shift toward TikTok (and its counterparts: Reels and Shorts) didn’t just boost discoverability; it fundamentally changed how podcasts are marketed and consumed. A growing number of podcasts are now built with video/visuals in mind — whether it’s full video podcasts, captions to keep silent scrollers engaged, or the classic "two people with handheld mics sitting on a couch" aesthetic.
If you’re interested in reaching and resonating with audiences on TikTok, continue reading for our top tips for podcasters promoting their series on the app.
Why podcasters are using TikTok
With over 1.2 Billion active monthly users, TikTok has become a go-to for podcasters for good reason. Here are three main reasons why the platform is a central part of many podcast promotion strategies:
Reach younger audiences
TikTok has quickly become the go-to platform for younger audiences, making it an essential tool for podcasters looking to tap into Gen Z and younger millennials.
According to a study by Edison Research, 75% of U.S. podcast listeners aged 13 to 24 are TikTok users. Among them, 80% found new podcasts on their TikTok feeds, making TikTok the second most popular social media app for podcast discovery after YouTube. Not to mention, Gen Z is discovering new podcasts at twice the rate as other age groups. This presents a significant opportunity for podcasters to capture a younger demographic where they already spend their time online.
Unlike traditional podcast discovery methods — like word-of-mouth or recommendations within podcast apps — TikTok’s algorithm curates content based on user behavior, making it easier for podcasts to land in front of the right audience.
Reach new audiences on TikTok
One of the biggest hurdles in podcasting has always been discoverability. But TikTok is changing that.
The short, snappy nature of podcast clips on TikTok made them easily accessible to new viewers who would have never known of your show otherwise. In fact, this is the case for 20% of TikTok users (not just Gen Z).
Traditional podcast discovery often relies on people already knowing about a podcast and where to find it. TikTok flips this on its head by delivering engaging, bite-sized content to users who may not have ever sought out a podcast on their own. This is reinforced by the numbers – 55% of TikTok users are active on the platform because it helps them discover new things.
Community engagement
One of TikTok’s defining features is its ability to drive engagement and virality. Unlike traditional social media platforms, where content discovery is often limited to follower networks, TikTok’s algorithm pushes compelling content to audiences via their “for you page.”
Beyond increased discoverability, TikTok fosters a strong sense of community. 71% of users said they feel a deeper connection to the people they interact with on the platform compared to other social media channels.
This is largely due to engagement tools like stitches and duets – capabilities you don’t get on typical podcast apps or other social media platforms. This helps create a kind of two-way dialogue off the airwaves that’s critical for podcasters looking to build community.
How to promote your podcast on TikTok
Now that you have a lay of the land, let’s dive into the strategies podcasters are using to tap into TikTok:
1. Share your episode’s best moments
Of course, the most popular ways creators promote their episodes are through stand-out sound bites, impactful interview clips, and moments that make you think.
Your goal is to capture the most compelling, thought-provoking, or humorous moment from your episode. Think of it like a movie trailer: you want to entice your audience to tune in for the full experience.
Here’s how to do it:
- Edit for impact: Keep your clips between 15 seconds to 1 minute. TikTok's algorithm favors videos that keep viewers’ attention, so trim your content down to the essence. If your clip receives a lot of traction, you can always follow up with additional parts to keep viewers coming back.
- Use visuals: If you don’t record video for your podcast, add dynamic visuals along with your subtitles to make the video visually appealing.
- Don’t forget subtitles: While more people watch TikToks with sound compared to other social media platforms, you’ll still draw in viewers who rely on captions. Don’t alienate your audience.
- Include a clear call to action: After sharing the clip, let your listeners know where to go to check out the full episode. With that said – don’t forget to link your podcast in your bio.
A great example of podcast promotion on TikTok is The Tim Ferriss Show. He shares succinct, thought-provoking moments that spark curiosity – some even racking up 35 million views.
2. Tease upcoming episodes
TikTok isn’t just for clips from existing episodes. It’s an ideal platform to build anticipation for upcoming podcast releases. As a podcaster, you can create short, engaging teaser videos to generate excitement about your next episode – kind of like a shorter, snappier version of your podcast trailer.
This is where you get to be creative — teasers don't have to be limited to just audio clips. You can experiment with visuals, music, and messaging to give a sneak peek of what's coming.
For example, Diary of a CEO’s host, Steve Bartlett, often uses TikTok to post creative teasers, having viewers guess the next episode’s guest or topic – like the one below.
While Steve goes for a more intense and suspenseful vibe, you could also show a controversial question being discussed or a hot take/ that will be unpacked in your next episode. Like this example by Alix Earle’s Hot Mess:
3. Provide tips and share your expertise
As mentioned, 55% of TikTok users are drawn to the platform because it allows them to discover new things. Whether you’re offering tips, breaking down complex topics, or sharing insights from your own journey, this type of content provides value to viewers and encourages them to tune into your podcast for a more in-depth rundown.
If your podcast doesn’t focus on a particular type of “expertise” in the conventional sense, many creators have hosted short advice segments on TikTok that perform very well. Listeners will submit a story anonymously, looking for advice from a host or online personality they trust. You can see how this plays out in The Therapy Crouch:
Here's how to make the most of this approach:
- Focus on value: Think about the problems your target audience is facing and offer solutions in your TikTok videos. Remember – good podcast content is “from you, not about you.”
- Be consistent: Regularly post content that gives away a bit of your expertise. Whether it’s a weekly tip or a breakdown of an industry trend, consistency is key.
- Be relatable: Speak from your personal experience or share an example from a guest on your podcast or a listener submission you received. The more authentic you are, the more likely your followers will connect with you and become regular fans.
4. Emphasize storytelling
If you’re a frequent TikTok user I’m sure you’ll remember the "Who TF Did I Marry" TikTok series by Reesa Teesa – which consists of 50 parts and amassed over 400 million views.
What made the series so successful? Her followers weren’t just watching — they were living (or re-living) the story with her, eagerly awaiting each new twist and turn.
Podcast clips on TikTok have the same effect. If your show features guests who share their stories or if you’re sharing your own experiences, don’t miss out on the captive audience TikTok provides.
For example, each episode of We Are All Insane dives into a guest's unique journey – no scripts and no interruptions. The podcast’s format is perfect for TikTok, as each 1 minute part acts as a mini cliffhanger, keeping audiences engaged and coming back for the next part. This serialized storytelling taps into the platform's love for emotional, authentic content, creating a deep connection with viewers.
5. Take viewers behind the scenes
People want to feel connected to the podcasters they follow, and TikTok offers a unique way to show the human side of your podcast. By sharing behind-the-scenes content, you allow your followers to get a glimpse of the process behind your podcasting journey. This could include the recording setup, the candid clips of the team, or the research that goes into each episode.
Take Call Her Daddy, for instance, where behind-the-scenes content ranges from funny moments or relatable snippets of Alex Cooper and various guests to tours of the CHD studio.
To get the most out of behind-the-scenes content:
- Show the process: Whether it's how you record an episode, how you prepare your guest questions, or outtakes from recordings offering a peek behind the curtain makes your audience feel like they’re part of the journey.
- Share the fun moments: Outtakes, bloopers, or funny moments from the recording help your audience connect with you on a personal level.
- Don’t overthink it: Authenticity is key on TikTok. People appreciate seeing the real you, not a polished version. The numbers back this up with 76% of TikTok users trusting brands and creators more when they post unfiltered, BTS content.
6. Don’t discount TikTok trends
Pay attention to current events and viral trends that can give you new ways to engage your existing audience and pop up on the highly coveted “for your page.”
TikTok trends change by the minute, so you’ll want to make sure your posts are well-timed. A video that goes live while a trend is at its peak has a much better chance of landing on your for you page (FYP) than one that arrives too late.
That’s why regularly monitoring the platform is key. Pay attention to what other creators—especially those in your niche—are posting and look for creative ways to adapt viral moments to fit your podcast’s unique angle.
For example, the hosts of Staying Relevant do the trust fall trend:
7. Don’t skip out on community building
One of the main draws of TikTok is that the platform lends itself well to engagement and community-building. Responding to comments, asking questions, going live, stitching trending videos, and creating video responses to comments are all ways to foster deeper relationships with your followers.
Here’s more info on some of the audience engagement features on TikTok you may not be too familiar with:
- Stitches: Take a snippet from someone else's video and add your own twist or response, creating a fun back-and-forth or collaboration.
- Video comment replies: Instead of just typing a response to a comment, you can create a whole video reply, making conversations more personal and engaging.
- Live streams: Going live lets you connect with your audience in real-time, answer questions, and share content instantly, creating a more interactive experience.
Someone who’s great at this is Hank Green. The host of multiple podcasts, but more notably, Dear Hank and John, is often responding to fan comments with short videos and stitching videos correcting scientific misconceptions.
Are you tapping into TikTok?
Capturing compelling moments — whether from interviews, studio sessions, or live recordings — allows podcasters to create shareable content that engages existing audiences and draws in new ones.
Platforms like TikTok have become essential for podcast marketing because their recommendation algorithms push engaging content to new audiences. A single viral clip can introduce a podcast to thousands, if not millions, of potential listeners.
TikTok has made podcasting more discoverable, more visual, and more brief. But while TikTok clips and “mastering the algorithm” might be the best way to grab attention, the real challenge for podcasters is keeping it. Because views are great, but loyal listeners? They’re the ones who stick around when the algorithm moves on to the next trend.
For expert-backed tips on how to create a podcast that makes an impact, subscribe to our bi-weekly newsletter, Tuned In.
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