Thread by @danmurrayserter

How to grow a new #podcast 👇
A thread.

But first, results from Braincare by @yourheights 👀

🏆 90k monthly downloads
🔉 10 episodes a month
🎯 93% average completion rate on episodes

All organic.

In just 4 months, made in my living room.

This is how we did it 👇

2. It started with a clear strategy.

Our space (wellness) is over saturated with content, especially from influencers with large audiences.

We can't compete there and we're a brand that sells supplements for brain health so how to win?

Do what no one else does...

Less.

👇

"sorry I couldn't write a shorter letter, I didn't have the time" - Mark Twain.

This is one of my favourite quotes, & sums up our insight.

Podcast consumption rates are actually pretty low, most people start but don't finish.

So our "thing" is 15 min episodes.

The results? 👇

93% of people who start an episode finish it across the board.

That's more important than you might think as it means they stick around to hear who's next, they build a habit with your episodes.

Next up, guest strategy

👇

Expertise is hard to find, so we tend to invite academic experts and scientists to the show.

But they aren't known to be succinct!

So I'm clear in advance - this is what we'll discuss in episode 1 - for about 10 to 15 mins, & this is what for episode 2.

Next up, schedule 👇

We release 2 episodes a week.

Every Sunday & Friday.

Every fortnight we also release a 5 minute "mini episode" - so far from me or our Chief Science Officer @TaraSwart.

This serves 2 purposes:

1. Builds deeper personal relationship.

2. More downloads, spiking algorithm.

Think Multimedia.

I've been hosting "braincare club" on @joinClubhouse, going from 0 to 45k members in 10 weeks.

This hasn't helped me grow the podcast much, but it's helped me find incredible guests.

We also host YouTube lives with Q & A, & use the recording to edit for pod.

Social clips.

Social has minimal impact, but it saves us time on social.

We record on @RiversidedotFM, which makes video and audio quality excellent.

Then we get 30 second cuts from interviews for social & offer them to guests.

Sometimes they share, sometimes they don't.

🤷‍♂️

This is important: be consistent.

This is hard, but if I can do it, so can you.

I already host another podcast (Secret Leaders) & have normal day to day life of being a founder and soon to be dad, but 10 episodes a month is our strategy for growth and we hit it

Next, a hack 👇

We gotta play the game.

In an ideal world, all guests are scientists but we need to grow, & they don't have audiences.

So sometimes we might have an influencer (wellness obvs) if they'll do a swap with us or promise to promote.

We can be snobs once we're number 1 😉

And...👇

We're closing in on 100k downloads a month and fast.

We're smashing through our targets.

This gives us inventory.

Now we can offer to partner with other wellness brands so long as they're a good fit.

Ad swaps are ready for our next phase of growing audience..

Finally... 👇

If this was a valuable thread to you, please follow me, retweet it, like it, etc you know the drill.

If you do, you can DM me and I'll send you our podcast strategy for q1.

Oh and if you're looking for a new podcast to improve your brain...

link.chtbl.com/QE95PPIR