How to Use TikTok to Promote Your Podcast

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With so many podcasts available, it can be challenging to stand out from the crowd and attract new listeners. And that’s why TikTok is a brilliant platform to help you promote your podcast.

Note that I said ‘help’ to promote your podcast, as whilst I don’t believe in being everywhere if it burns you out and feels overwhelming, I also don’t believe in promoting your podcast through just one platform.

But, with over a billion active users, TikTok has quickly become one of the most popular social media platforms in the world, making it an excellent tool for podcasters to promote their shows.

In this blog post, we’ll explore how you can use TikTok to promote your podcast and take advantage of its top trends in 2023.

What is TikTok?

TikTok is a social media platform that allows users to create and share short-form videos, typically between 15 and 60 seconds in length. In 2022 TikTok announced an update meaning that creators can now release videos up to 10 minutes long.

The app’s algorithm uses artificial intelligence to recommend content to users based on their interests, making it an excellent tool for discovering new content and reaching new audiences.

TikTok’s user base is primarily made up of Gen Z and millennials, with a majority of users aged between 16 and 24 years old. However, this isn’t a hard and fast rule and TikTok has users that span all age groups; so don’t go thinking it’s just for young people!

TikTok’s Top Trends in 2023

One of the key features of TikTok is its focus on authenticity. TikTok users value content that feels genuine, real, and relatable. As a result, many of the top trends on TikTok in 2023 will revolve around this theme.

One trend we can expect to see on TikTok in 2023 is the rise of micro-influencers. While mega-influencers with millions of followers are still prevalent on the platform, many users are now turning to smaller creators with more niche audiences. These micro-influencers are often seen as more authentic and relatable, making them an excellent choice for brands looking to connect with specific audiences.

What does this mean for you? It means that you can just be yourself in your videos. Overly-curated videos are so over now and people want to see people, and the people behind their favourite brands and podcasts. Ever heard of the old adage that people buy from people? Well, that’s kind of what this is all about.

Isn’t TikTok just silly dances?

While TikTok is certainly known for its viral dances and challenges, the platform is much more than that. TikTok’s algorithm is designed to surface a wide range of content, from comedy skits to educational content to inspirational stories. As a result, there’s no limit to the type of content that you can create and share on TikTok.

As a podcaster, you can use TikTok to share clips from your show, behind-the-scenes footage, and even short-form storytelling. By using TikTok to showcase your podcast, you can reach a new audience of potential listeners who may not have discovered your show otherwise.

Are we friends on TikTok yet? If not, let’s change that! >>

How to Promote Your Podcast on TikTok

Now that we’ve covered what TikTok is and its top trends in 2023, let’s dive into how you can use the platform to promote your podcast.

Create short-form video content

The key to success on TikTok is creating short-form video content that resonates with your target audience. As a podcaster, you can create clips from your show that highlight interesting moments or insights. You can also use TikTok to create behind-the-scenes footage that gives your audience a glimpse into the process of creating your podcast.

When creating clips from your podcast episode, the easiest way to do this is using Descript.

With Descript, you can edit and create short clips using the text from the generated transcription of your episode. It’s so easy!

You can also add in captions or video content, making your video more accessible to anyone not listening with sound turned on, or who has a hearing disability.

And if you don’t use video (don’t worry, most podcasters don’t), you can use Descript to create audiograms instead.

> (opens in a new tab)”>Check out Descript and start using it for free >>

Use trending hashtags

One of the best ways to reach a new audience on TikTok is by using trending hashtags.

There are A LOT of hashtag strategies out there, and I am by no means an expert in this field or a Social Media Manager. So, my advice in this area is to take some time to research relevant hashtags related to your podcast’s topic and audience and incorporate them into your TikTok content.

TikTok has its own Trend Discovery section on its website that you can utilise for free to research popular hashtags relevant by country.

Check out TikTok’s Trend Discovery >>

Collaborate with other creators

Collaborating with other TikTok creators is a great way to reach a new audience and grow your following.

Look for creators with a similar audience to yours and reach out to see if they’re interested in collaborating on a video. You can create a video together where you discuss a topic related to your podcasts or simply feature each other’s content.

But, do be realistic. If you’re a new account with a few hundred followers, you’re not overly likely to land a collab for free with a TikToker with millions of followers.

Use TikTok ads

While TikTok ads can be expensive depending on your budget, they’re also an effective way to reach a large audience quickly.

If you have a budget for advertising, consider creating a TikTok ad that promotes your podcast. You can target specific audiences based on interests, demographics, and location to ensure that your ad reaches the right people.

Engage with your audience

Engaging with your audience is essential for building a community on TikTok.

Respond to comments and messages from your followers, and create content that encourages engagement. You can ask your audience to share their thoughts on a topic related to your podcast or create polls that allow them to vote on different options.

Cross-promote on other platforms

Finally, don’t forget to cross-promote your TikTok content on other platforms. Share your TikTok videos on your podcast’s social media accounts and website to reach a wider audience. You can also include links to your podcast in your TikTok bio or video captions to encourage listeners to check out your show.

One final note

TikTok is a social media platform that TikTok wants you to use.

What I mean by this is that TikTok wants you to stay on the platform. Therefore, although you can use links in your bio (depending on the type of account you have), videos that actively encourage viewers to leave the app don’t tend to do very well.

There was even some research completed in 2022 showing that references to links in bio and clicking onto different webpages or anything off the app tended to not be pushed as much as other content.


In conclusion, TikTok is an excellent tool for promoting your podcast and reaching a new audience.

By creating short-form video content, using trending hashtags, collaborating with other creators, using TikTok ads, engaging with your audience, and cross-promoting on other platforms, you can build a community of loyal listeners who love your podcast.

Picture of Verity Sangan

Verity Sangan

Hey there! I'm Verity, Registered Nurse turned Podcast Host, Launch Strategist, and Coach. I love all things podcasting and am passionate about getting more women find their voice through podcasts. Host: The Lazy Girl's Guide to Podcasting & The Confident CEO Podcast

About Me

Verity Sangan

Hi! I’m Verity; host of The Lazy Girl’s Guide to Podcasting. I’m a mum of 2, a Harry Potter nerd, Star Wars geek, and spend my days lecturing in health and social care, or talking about podcasting. Read more >>

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