How to get sponsors for a podcast?
- Join a podcast network. By joining a podcast network, it becomes easier to be seen by an advertiser. Big podcast...
- Get an offer from your media host. Bigger and more established podcast hosts provide the option of running...
- Get approached by a sponsor. While this may seem a bit far-fetched to a new podcaster, a podcaster with...
Full Answer
How to get your first podcast sponsorship?
Three Approaches to Podcast Sponsorship
- Media Hosting The first option is to let your media hosting take care of it. ...
- Sponsorship Agencies If you’d prefer to keep your hosting and your sponsorship separate, then a dedicated sponsorship agency might work for you. ...
- Do it Yourself!
How to get podcast sponsorships that fit your brand?
Your proposal deck should include:
- Title and logo of your podcast.
- A summary of your podcast’s niche. ...
- Information about you, the hosts, and anyone else involved in production (photos and bios).
- Information about your listeners, such as demographics, download statistics, and any evidence you have that your listeners really love your show.
- Proposed rates and partnership ideas. ...
How to get advertisers for your podcast?
How to pick the right sponsors for a podcast?
- Choose a sponsor that fits your niche. The brand image or the product should not clash with what you are preaching on your podcast. ...
- Don’t monetize with businesses that have a negative perception. Stay away from sponsorships related to casinos, payday loans, etc. ...
- Stay below 10% of ads time per episode length. ...
How and why to sponsor a podcast?
- Record at least 10 episodes before launching. There are few things worse than an interesting podcast that launches and then makes its listeners wait until the next episode. ...
- Pre-promote your podcast to your existing audience. ...
- Create a podcast-specific landing page. ...
- Once you launch, encourage reviews. ...
- Consider launching in video. ...
How do I get a sponsor for my podcast?
4 Strategies to Get Podcast SponsorsReach Out to Sponsors Directly. The simplest strategy? ... Partner With a Hosting Service. Podcast hosting services give your podcast a home on the internet. ... Join a Podcast Network. Some networks let you list your show (sometimes for free) on their platform. ... Use a Directory.
How much does it cost to sponsor a podcast?
Prices for podcast sponsorships are typically based on the number of average downloads. Sponsors pay on a cost per mille (CPM) basis. Rates range from $18 to $50 CPM, though podcasts like This American Life or HowStuffWorks with millions of listeners can pull in a lot more.
Do you need sponsors for a podcast?
Seventy percent of these listeners have considered using a product or service after hearing about it on a podcast. Sixty percent of these listeners say they appreciate podcast sponsors for supporting their favorite shows, and forty-four percent have a more favorable view of brands that advertise on podcasts.
How much do podcasts make from sponsors?
How much you earn from a sponsor depends on the number of downloads your episodes earn. Sponsors pay on a cost per mille basis (mille is Latin for “thousand”). Rates range from $18 to $50 CPM, though hugely popular podcasts can pull in a lot more.
What does a sponsor get in return?
Sponsors offer funding or products and services to support events, trade shows, teams, nonprofits, or organizations. In exchange, you get business exposure and a chance to connect with new customers.
How much do podcasters get paid?
As an estimate, if your podcast has about 10,000 downloads per episode, you can expect to make between $500 – $900 per episode in affiliate sales.
How do I find a sponsor?
How to Get a Sponsorship: 8 Key TacticsResearch potential sponsors. Look at your existing supporters. ... Tell your organization's story. ... Provide sponsor incentives. ... Reach out to established companies. ... Use data to legitimize your pitch. ... Find the right contact. ... Build a connection over time. ... Follow up.
How do podcasts get funding?
Advertising and sponsorships are probably the first things you think of when looking for ways to make money from podcasting. There are several different podcast ad networks that can connect you with advertisers. They do all the work of finding advertisers, negotiating rates, getting the script, and more.
How do I promote my podcast?
On this pageLeverage your guest's audience.Promote on social media … in a dozen different ways.Release at least 3 episodes on launch day.Convert the audio to a YouTube video.Submit your podcast to podcatchers and aggregators.Transcribe the audio.Throw a two-week ratings party.Run a giveaway contest.More items...
Does Spotify pay you for podcasts?
Streaming platforms like Spotify and Apple Podcasts pay out for streams, but the payout tends to be very low. Podcast sponsorships are one way, but for new podcasts, the likelihood of finding a high-paying sponsorship is slim unless you're already a well-established figure.
Do podcasts on Spotify make money?
Commissions From Affiliate Marketing: Affiliate marketing is another primary avenue for earning money on Spotify podcasts. You quote a unique link in your podcast through which your listeners can purchase products. The seller pays you commissions on purchases customers make through your link.
How do you start a podcast with no money?
How to Start a Podcast With Almost No MoneyWhy do you want to start a podcast? ... The first step: Start talking! ... Listen to similar podcasts. ... Get (cheap) recording equipment. ... Download audio editing software and learn how to use it. ... Get a logo and a theme song. ... Name your podcast. ... Get a web site.More items...•
How much is a podcast CPM?
Thankfully, podcasts are recognized as very valuable advertising opportunities, and it’s not all that rare to see CPMs reaching as high as $40 or even $50. Somewhere in the $20-$25 range is fairly average per Midroll and AdvertiseCast.
What is CPA in podcasts?
Other companies will pay based entirely on how many sales your podcast can generate for them. Instead of CPM, this is called “cost per action ” or CPA. This is more like a traditional affiliate arrangement where your listeners will either follow a link or enter a referral code when placing their order with the company. Brands really have nothing to lose here, since this is a very advertiser-friendly arrangement.
What are podcast ad networks?
Podcast ad networks like Midroll, Art19, Acast and others have scaled the ad buying and selling process by using programmatic ads to automate it. With programmatic ads, you could lose some editorial control due to the automation aspect. If you want to cherry-pick all of your sponsors and set your own terms, a network might not be the best fit.
What is a podcast trailer?
A podcast trailer is a great way to introduce your podcast to advertisers and listeners alike, and you could even make a second unlisted version that’s specifically for advertisers to give your pitch a personal touch. 2.
What is media kit?
A media kit can help answer all of the common questions they may have, and also help you to promote the idea of podcast advertising in general. Some companies will be familiar with podcast ads, others won’t. As you start to learn what the points of friction are, you can adjust your media kit accordingly.
Do podcast owners get paid?
As the podcast owner, you’re promoting them to your audience and you’re only getting paid for sales that convert. But is it really your fault if a CPA advertiser didn’t target their advertising correctly, or if their order process is clunky, or if their shopping cart crashes and they can’t accept orders? These are all things that are out of your control and that can hurt sales and conversions, which means you don’t get paid. The advertiser is gaining brand awareness regardless.
Can podcasts be used for advertising?
Many clever marketers have built massive brands due to advertising on podcasts, but the idea is still foreign to many businesses of all sizes. As such, it can feel like there’s an awkward middle ground between landing the big brand deals or trying to convince smaller brands that podcast ads can be worthwhile.
How to get sponsors for a podcast?
There are 4 ways how to get sponsors for a podcast. All of them can be equally effective in getting ads on your show. When you use intermediaries , of course, you need to share profit, but usually , this is the only way when your show is smaller .
How Does Podcast Advertising Work?
Before I discuss more, let me elaborate on a few podcast advertising terms that are critical to our discussion.
How effective is podcast advertising?
Generally, podcast audiences are in favor of ads on a podcast, and at least doesn’t consider those ads to be as intrusive as ads on other media.
Who should monetize podcasts with advertisements?
Advertising is an excellent source of revenue for podcasters who are focused on creating podcasts and do not sell their own stuff through their episodes. They are free to pitch the products and services of someone else to their audience.
Why are podcast ads not skipped?
Ads are very effective, and listeners approve of ad messages. Also, due to the nature of podcast consumption, many ads are not skipped on podcasts as opposed to other media. This allows for engaging shows to be a very attractive medium for podcast sponsors and advertisers.
What happens if you get picked up by Apple Podcast Algorithm?
For instance, if you get picked up by Apple Podcast Algorithm and rank on their charts, or rank among the most popular podcast on any other platform, there are high chances of advertisers approaching you themselves.
What is ImprovePodcast?
I'm the owner and creator of ImprovePodcast.com, the site dedicated to providing actionable solutions for podcast creators. My goal is helping people to develop their podcasts into effective marketing and sales tools.
What is podcast sponsorship?
Podcast sponsorship is the most traditional method of monetisation in the medium. But it can take many different forms, and it's not necessarily the right approach for everyone looking to monetise their content. Here, we'll take a look at the various ways podcast sponsorship can work. We'll also cover how to reach out to potential sponsors – should ...
How Much Does Podcast Sponsorship Cost?
There's certainly no one-size-fits-all answer here, and lots of variables to consider.
How Do I Create a Good Podcast Advert or Sponsorship Slot?
Doing the ads yourself is going to make them more effective. Your audience turns up to hear you , after all.
How Do I Find a Sponsor?
There are media ad agencies and podcast hosting platforms that can work with you to help set up a sponsorship agreement for your show. This is the “middleman” approach, which can be easier to get off the ground, but less fruitful in the long run.
Why do podcasts have pre-recorded ads?
Pre-recorded ads are easier to run a ‘Mid-Roll' ad during a podcast interview.
What does it mean to be successful in podcasting?
Most podcasts that “succeed” focus on a certain topic or niche. That means the audiences they build around them generally share a common interest. That could be anything, from losing weight, to breeding gerbils, to collecting stamps, or brewing coffee. Straight away, this gives podcasting the strength of targeting.
What is a media kit for a podcast?
A media kit is basically the essential information about sponsoring your show, packaged up in an easy-to-read manner.
How to sponsor a podcast?
If you like the idea of introducing guests to your podcasts, an easy way to offer sponsorship is to have a representative from your sponsors participate in your show. They might be there to field questions from listeners, or you might use an interview format. You can take things further by working in partnership with a sponsor to create a pop-up event of some kind, or contribute financing for you to do a live podcast from a relevant site like a trade show, popular mall, or even a bar or café if your podcast is a little edgier. In other words, the sky’s the limit.
How to reach out to a sponsor for a podcast?
Mention your name, the title of your podcast, any accolades you’re received, and what your show is about. That’s it.
How Do Podcast Sponsorships Work?
Not to sound flip, but how a podcast sponsorship works is between you and your sponsors. It provides you with an opportunity to explore your options and see how far you are willing to go with what you are willing to sell. For some, sharing the spotlight is not an appealing idea as it might steal their thunder. In this case, sponsorship might be more limited to things such as explaining to listeners why they should be pumped about a certain product or service. In other cases, you might look for opportunities to allow a sponsor to reach your audience in other ways such as via your email list or on social media.
What is the Difference Between Sponsorship & Advertising?
There really is quite a bit of difference! Podcast advertising is an out and out paid marketing tactic that can include:
What is CPM in podcasts?
CPM (cost per thousand): This is based on the number of downloads for your podcast but can also be applied to other sponsorship opportunities such as views of a video or livestream, social media impressions, etc. This is an easy way to put a dollar value on your audience so to speak. It also provides a measurement for ROI. Higher audience shows that don’t depend so much on engagement will usually make more money with this method.
What is podcast advertising?
Podcast advertising is an out and out paid marketing tactic that can include: Pre-Roll “spots” that appear as a sort of intro ad before the podcast begins. Mid-Roll ads that tend to annoy listeners as they are inserted mid podcast. Post-Roll which as you can guess appears at the end of the podcast.
Why do sponsors take advantage of audiences?
As with any form of sponsorship opportunity, sponsors take advantage of audiences to help meet their goals. Commonly sponsors are looking to either sell more products, find more customers, or increase brand awareness for a specific purpose or just in general.
How to get a sponsor for a podcast?
Steps in Getting Your First Podcast Sponsor. Step 1: Know your audience. Step 2: Create your pitch. Step 3: Set your price. Based on your episode downloads. Based on your engagement rate. A combination of both. Step 4: Follow up your pitch. Where to Find Podcast Sponsors.
How to make your podcast look official?
Although you can simply email your prospective advertiser, one way to make your podcast look official and irresistible is by using a slide deck. It’s a PDF that contains all the information the advertiser needs to know to start sponsoring your podcast, including details about your show, your team, and your pricing.
What is the CPA for podcasts?
CPA. Another metric that sponsors use is CPA or cost per acquisition. It’s the number of sales or signups that they get because of a podcast ad. Sponsors use CPA to give podcasters a referral bonus for every signup they get.
Why are podcasts attractive to advertisers?
That is why it makes sense to find podcast sponsors who will be willing to invest in your show in exchange for a boost in their business sales.
What is a podcast network?
Podcast Networks. Podcast networks, like PodcastOne, are a group of podcasts produced and distributed by a single company. They can assist you in a lot of podcast services, such as statistics, hosting, promotions, and even advertiser negotiations. That said, expect these networks to take a cut in your sponsorship.
What does mid roll mean on podcasts?
Mid-roll refers to the host discussing the sponsor in the middle of the podcast for about 60 seconds.
What is a pitch for a podcast?
A pitch is an email you send to prospective sponsors giving them information about your podcast. It should pique their interest and make your podcast look like a lucrative avenue to advertise their business.
Different Types of Podcast Ads
Before looking at the different types of podcast ads, you need to know that the majority of podcasts offer three slots for ads. Your ad can appear in the first 10% of the episode (known as a pre-roll ad), in the middle of the episode (known as a mid-roll ad), or towards the end of the episode (known as a post-roll ad).
Average Ad Rates
When it comes to podcast advertising, there are different ways that the pricing can be structured. Most commonly, it will be a fixed rate or calculated using the cost-per-mile (CPM) model.
Information For Brands Looking to Advertise on Podcasts
If you’re interested in exploring podcast sponsorships, you can either manually shortlist a number of shows and reach out to them on your own or use the services of a company that links businesses with possible podcasts. If you pick the latter approach, you can, for example, try Midroll.
Information For Podcasts Looking to Get Sponsors
While there’s no set method for attracting sponsorships, there are a couple of proven strategies. Initially, you’ll find that you’ll need to put in more work to get sponsors, but as your podcast becomes more popular it will become less work and brands will start to reach out to you directly.
Frequently Asked Questions
People love podcasts and they’ve become increasingly popular in recent years. The number of active podcasts nearly doubled in the span of two years, while almost 60% of all US consumers older than 12 listen to podcasts, according to Statista. Thanks to its popularity, podcasts are excellent for advertising.