Instagram + Podcasting: the perfect formula?
Reach vs Depth
If you've ever had a dopamine rush from a social post that's sent your views into the stratosphere, you probably recognise the empty feeling that comes when all that attention moves on.
As entrepreneur and angel investor Amardeep Parmar puts it, Instagram and TikTok are great for building awareness, but when it comes to engagement "they are inch-deep".
Funnelling viewers from fast-burn socials to content that engages prospects more deeply is also challenging.
The click-through rates for Instagram Reels, for instance, is less than 0.9%, according to advertising company Adbraze.
The question for content marketers then, is how to join the dots between high-consumption social posts and deep-engagement long-form?
The Content Power-Couple
Graphic Designer Liz Mosley solves this conundrum with a dynamic duo of Instagram and podcasting.
Instagram is a place for Liz to serve bite-sized hits of information and flex her design skills.
Her podcast, she tells The Content Mavericks Club, showcases her personality and knowledge.
It's a medium that builds her professional network and develops her client base too.
The best part is that they form a mutually supportive content machine.
Content and ideas are generated and re-purposed not just between the podcast and the Insta feed, but also for newsletters and blogs.
This content ecosystem has seen Liz become an Adobe Express Ambassador, with her show being sponsored both by Adobe and email marketing company Flodesk.
What's more, since launching her podcast in 2021, Liz has grown her audience to 4,000 downloads each month.
Engagement That Means Business
With a survey by listener data company RAJAR finding that 68% of people listen to podcasts all the way through, and an average episode length of about 40 minutes for her show, Liz can expect to garner more than 1,800 hours of engaged attention every month.
Feel free to take a moment and let that sink in.
4,000 downloads
40 mins per episode
68% completion rate
1,800 hours of listening
The key to building this valuable audience, says Liz, is consistency, underpinned by a focus on sustaining her output over the long-haul.
"Right from the start, I decided to outsource the editing of it," she says.
"The way it started was me and a friend did a skill swap. So I created new branding for her and she edited my first 12 episodes.
"I knew my time was best spent elsewhere, so I decided to continue paying her to edit it.
"I was investing a lot of money in my podcast, and it was probably about a year before I felt very confident that risk had paid off."
Get The Full Story
You can learn more about how Liz leveraged content creation to build her personal brand, grow her audience and develop her business in the latest episode of The Content Mavericks Club.
The show provides actionable content marketing insights for content professionals who want to accelerate the return on their digital marketing.
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