Search Over Social
Yes, it is important to have a social media presence. It is also important to post on social media, like/comment on posts, and engage and interact with fans and customers. But, as we know, social feeds update quickly. Here today and gone tomorrow? More like here this second and gone the next.
Therefore, I recommend focusing more time and attention on platforms that operate more like search engines than that social media. There are several out there, but I want to touch on these three: YouTube, Pinterest, and Medium.
YouTube: YouTube is the second largest search engine in the world, following Google (who owns YouTube). People are always looking on YouTube for answers to their problems. So why not post your video podcast or take captioned social clips from the video podcast and create YouTube Shorts?
Pinterest: many people mis-classify Pinterest as a social media platform, when it is, in fact, a search engine. Similar to YouTube, people are looking for either answers on how to do something or looking for something to buy. What is different about this platform is its photo-based versus video-based like YouTube is. So you could create graphics for each episode (maybe even with quotes), linking back to the episode.
Medium: Medium is a platform where people can discover written content. It is a good place to post your blog-style show notes.
One big key to success on any of these platforms (and any online platform, period) is keywords and SEO.
Now, as far as social media goes, I would say one of the top platforms right now for discoverability is TikTok, like it or not. Also, Facebook Groups are great for engaging with people. It will go farther faster than just posting.
But if you don’t want to spread yourself too thin and want to focus more on more evergreen platforms, I suggest using these searchable platforms.