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TikTok’s podcast boom might be a bust

The Verge · 8m

The recent controversy over TikTok's potential ban in the US has caused podcasters to reconsider their reliance on the platform for audience growth. While some shows, such as Call Her Daddy and The Really Good Podcast, have found success on TikTok, most podcasters struggle to convert engagement on the app into actual listeners. However, there are exceptions, such as NPR's Planet Money, which has gained a sizable following on TikTok. Independent podcaster Gary Arndt argues that traditional marketing methods, like purchasing promos on similar shows or advertising within podcast apps, are more effective than relying solely on social media platforms. Nonetheless, for some podcasters like Cristina Lumague, TikTok has been a valuable tool for increasing discoverability and engagement with their shows. While podcasters are considering alternative platforms like Instagram's Reels, many find it lacks the casual and inclusive nature of TikTok.