How to Get Sponsors for Your Podcast. Information about your audience. You are here: The idea isnt to imitate exactly what theyre doing, but instead to create your own podcasting marketing campaign thats better. Network with brands or small businesses and pitch your idea to them directly, whether in person or online. 1 Code. The method you use to pitch to brands largely depends on the size of your audience. But it can take many different forms, and its not necessarily the right approach for everyone looking to monetise their content. Securing podcast sponsorships is necessary if you want to increase your earnings as a podcast host. In other words, the ads placement can change from pre-roll to mid-roll to post-roll. Podcast sponsorship is the most traditional method of monetisation in the medium. Around 24% of the US population (68 million) listen to multiple podcasts weekly. For instance, a brand specializing in cat accessories might not opt for a podcaster that only has dogs. Whats more, its expected to continue on the same trajectory to reach almost $3 billion in 2025. Of course, networks want a cut of your ad revenue (usually around 30%), so you won't make anything significant unless you have a large audience. Sponsors often want podcast hosts with a personal interest in the products and services they sell. Need that extra guidance? One single medium has so much potential which should not be ignored by any marketer out there. Email: thisisimportantpodcast@gmail.com. That could be anything, from losing weight, to breeding gerbils, to collecting stamps, or brewing coffee. Download this episode. Each CPM refers to 1,000 listeners/impressions. In Wooden Overcoats (a sitcom following the antics of two rival funeral directors) youll hear some outstanding examples of their Bruno Mattress commercials. Adam Devine, Anders Holm, Blake Anderson, and Kyle Newacheck seriously discuss some very important topics. Which Other Methods Can You Use to Monetize Your Podcast? You dont need an insane number of subscribers to secure podcast sponsors. The most important aspect of finding advertisers for your podcast is to first find the sponsor who will fit your niche. First, log into your RSS.com Podcasting account ( or set up a free account ), and click "Add-Ons" on your dashboard. This is an arrangement where the podcaster, the sponsor, and the audience are all benefiting from every aspect of the agreement. Ask yourself these questions before seeking out brand partners: You can grow your listenership by running a podcast promo with Buzzsprout Ads. With affiliate marketing, youll include a trackable link to your podcast description. The more relevant your podcast, the more you can charge. When you reach out to brands for podcast sponsorships, personalize your pitch. Acast is a podcast network and ad marketplace. It doesnt matter which type of podcast ad you decide to run, youll need to list points that must be mentioned so that the ad remains relevant. Regardless, the sponsor walks away with brand awareness, making this approach much riskier for the podcast host. The average rate for a 30-second podcast ad per CPM is roughly $18. Popular brands like Dollar Shave Club, Warby Parker, and Crunchy Roll all invest in podcast sponsorships. Whats in it for your sponsor? Best for: Podcasters with 5,000-10,000+ downloads per episode. For a 60-second ad, the cost per mile is $25-30, but it can be as much as $40. You can, for example, create it as a PDF file that you share upon request or interested businesses can download directly via your website. niche of the product/service that is being advertised. If your podcast is related to women in business or is coaching/mindset related, for example, this is the kind of company you might approach for sponsorship. SweeTango on The Katie Couric Podcast. Initially, youll find that youll need to put in more work to get sponsors, but as your podcast becomes more popular it will become less work and brands will start to reach out to you directly. This means that the ads placement can change from pre-roll to mid-roll to post-roll. Wells Fargo is the top corporate sponsor, with US Bank in 7th place and Bank of America in 8th. When it comes to physical education in our country's schools, parents, teachers, and administrators alike typically place it at the bottom of their list of priorities something to fit in if budget, time, and academic standards allow. For the same reach, but a longer ad of 60 seconds, the estimated cost according to their industry average is $250. Instead of merely a quick mention or placement, this type of ad gives the brand much more airtime. Your subscribers would have found more value in sponsored ads promoting one-of-a-kind paint brushes rather than an expert book on how to turn gardening into a side hustle. How many new monthly subscribers do you gain? You should get a response within a couple of days. What are your per episode engagement rates? How do your listeners and subscribers find your podcast? As a matter of fact, it can take as long as five weeks for all its conversions to become completely realized. By looking at how your competitors are using podcasts, you can identify shows that you can contact or networks that deal with relevant topics. You could charge more for these ads. Again though, just dropping a pre-recorded advert into an episode is never going to take advantage of that. Talenti on Gastropod and Spilled Milk. Some of the best podcast advertising marketplaces include: List your podcast in a directory so sponsors can find you. For more on that, check out Should I Sponsor a Podcast? Most hosts take commission. You can track sales and commission in various ways. 4. Place a large focus on how they will make back the money they spend on you, and how it will benefit their business. Listeners are less likely to skip this content. Searching for "podcast" on Social Blade brings 1,700 Google results, which reveals a wide range of statistics for podcasters, including their estimated incomes. Instead, its more important to have engaged listeners than simply reaching a big crowd. The first step to monetize your podcast and land your dream sponsors is pitching your podcast and brand. CPM can work well for podcasts that have download numbers in the thousands. When done well, these are really just another aspect of your content offering and can blend in seamlessly. Some media hosts and agencies can set you up to run dynamic ads on your podcast. Banks are some of the best sponsors for podcast hosts, and this is no secret. Sign up free. Their self-service platform for podcast sponsorships helps match independent creators with affiliates they can authentically endorse. Doing this is much better than reaching out on general contact lines and never getting through to a decision-maker. In addition to tracking unique promo codes that were shared during the podcast, you can also look at indirect attribution. How much do podcasters make on sponsors? Usually, the price of this package deal will correspond to the size of the audience. An alternative is for a third party to create adverts. Some get business deals in the millions, others scrape by. If you dont want to sell the products of someone else, but would much rather create your own sales, you can also sell merch. Tip: Learn more about your listener demographics through your podcast hosting platform and specific directories like Spotify or Apple Podcasts. Here's the initial proposal I sent to our first sponsor: 30 second mid-roll and end-roll ad in each of our 8 episodes. For example, let's say a podcast sponsor is offering $20 CPM. 3. Affiliate marketing is booming. Mixergy, hosted by Andrew Warner, charges about $5,200 for three episodes. Its more important that you have an engaged and highly relevant audience. 1. Ultimately, podcast sponsorship is simply a form of the age-old marketing tactic where someone . The needs and pain points of your audience. If the podcast is released in seasons, its typically mentioned in the title or shownotes. Press question mark to learn the rest of the keyboard shortcuts Some podcasters charge as much as $5,000 per podcast ad campaign. Product placement ads are pretty straightforward. Instead, the host of the podcast will mention which brand has sponsored that specific episode. A common metric that you can use to work out the popularity of a podcast is to look at how many times a podcast episode was downloaded. In some cases, sponsors are more concerned about their cost per acquisition. For podcast advertising, it is hard to give a benchmark CPM. But the other big strength of podcast sponsorship is in the delivery method. Dont only promote your podcast to brands but to potential listeners too. Mid-roll ads are the most expensive because listener engagement tends to be the highest mid-episode. Baked-in ads, on the other hand, form part of the original episodes recording. It's hard work to pitch to brands yourself and can take time, an understanding of the various ad models, and solid negotiation skills. Theyre paying you for a service, and you need to deliver and try to keep them happy. Podcasts are mostly free, but they don't have to be. Create a Contact page on your website, and in there, list and link to every way in which someone can interact with you. The downside is that theres no guarantee of any commission at all. A podcast website is a great way to increase listenership and bolster your content with the use of blogs, images, and much more. I also mentioned dedicated website sections, host recommendations, and coupon codes. Also, most listeners are much more tuned in to what the host of their favorite podcast says than what the writers on their favorite blog write. Listen ad-free on Stitcher Premium; get a free month when you use code "manliness" at checkout. Its usually done in a very unceremonious way. Countless podcast hosts dont have a crazy amount of subscribers. This is an easy-to-read breakdown of: . This Is Important Podcast. However, it does mean that theres no need to run ads if youre unhappy with the amount they offer. CPM stands for "cost per mille" and refers to how much money an advertiser pays a podcaster for every 1000 listens the ad gets. Its a win-win for everyone involved. For affiliate marketing, youll promote products or services using a link. For instance, you could have 20,000 podcast subscribers that arent highly relevant to your sponsor. When you work with sponsors that share your values and target audience characteristics, you can offer value to your subscribers through sponsored ads. Podcast hosts like this are more valuable for brand sponsorships than creators with thousands of subscribers but no niche authority or below-average engagement rates. The last element is the call to action. This means that they will be part of the show forever and cant be replaced with a new promotion of a different brand. Mention when subscribers can expect new episodes. And theyre not alone, as businesses have invested about $2 billion in podcast advertising in 2023! If youre a brand, running ads on podcasts can help you to grow brand awareness and increase sales. Your affiliate manager can make or break the success of your affiliate marketing program. Listen to the Podcast! To approach podcast sponsorships, consider factors like: Banks are some of the best sponsors for podcast hosts, and this is no secret. There are great opportunities to be found in sponsoring fiction podcasts or audio dramas too. These include: Basically, the more listeners and subscribers a podcast has, the more they can charge for an advertisement. Your audience turns up to hear you, after all. Its best to define a niche and stick to it. Theres a couple of options open to you here. @podimportant. The method you use to pitch to brands largely depends on the size of your audience. If youre playing the same one on every episode, it can train your listeners to hit the skip button. Ep 123: She's Not A Naked Grandma, She's My Mother 2023-02-21. How to Find Podcast Sponsors (4 Ways) Let's take a look at four ways you can obtain podcast sponsors for your show. When deciding which food brands to work with, consider the ones you already like. Research the brand and see if you can find specific contact details for the appropriate people. , youll be able to access numbers provided by the platform. To calculate your rate for podcast sponsorships, there are three ways you can do this. If an agency charges you an $18 CPM, you're paying $18 to reach 1,000 people. There are a couple of factors that will impact an ad spots price. . Here are some ways you can polish and prime your podcast for pitching to sponsors: 1. Either of these podcasters could reach out to the companies behind the products they use, and make a pitch. More fans than youd think would be willing to donate. Do I consistently get at least 200 downloads per episode? Yet these influencers gain the highest engagement rates,being almost 4%. 1) Reach out to a company and tell them you have a podcast with their ideal audience. Podcast promos are more effective than traditional ads since they target the right audience for your show. Whenever you can, tell people about your podcast online and in person. Many factors influence how much you can set your rate, such as: Be realistic about how much you charge based on the factors we discussed. This is a method of measuring advertising based on audience numbers. That means the audiences they build around them generally share a common interest. These slots are known as: Mid-roll is the most desired spot (and thus, the most expensive). The value of sponsored content is that it can help to boost brand recognition. This type of ad although delivered by you can still be seen as an interruption by some of your listeners. How many listeners download your episodes? Sign up to get unlimited songs and podcasts with occasional ads. Use data to make investors feel confident. I also learned that there are three main categories of ads in podcast sponsorships: Preroll: ~15-30 second ad at the start of the show. 4) Podcasting Can Help You Build a Personal Brand. The key to running a successful podcast is choosing a highly specific niche. When opting for a paid interview, the brand will pay the podcast to interview a person whos linked with the brand (usually the interviewee will be some sort of expert). While podcast listeners are mostly from the same generational group, its still a good idea to focus on partnering with podcasts that are closely connected to your niche or brand. Podcast sponsors always look for high-quality shows working in profitable niches. 3) You Can Create Long Form Content. Helping folks all around the world start and grow a successful podcast since 2007. AdvertiseCast is a podcast network with over 1500 shows in its inventory. Secondly, it can be more authentic. Summary: Which Other Methods to Use to Monetize Your Podcast? However, if you and your sponsor arent aligned, this can harm your podcast and reduce your audience. From the methods to calculate your podcast sponsorship rate, notice how similar CPA is to affiliate marketing. And77% of marketerswant to work with these influencers, while only 22% prefer celebrities! Find Podcast Sponsors That Align with You; Know Your Audience. It can be CPM, value-based, or affiliate. Done well, (and legitimately!) Ive seen examples of podcasters earning a whopping two cents (literally, two cents) for an entire month of running dynamic ads. 135k Followers, 76 Following, 607 Posts - See Instagram photos and videos from This Is Important Podcast (@podimportant) podimportant. The fancy term for this is designing a media kit. Most commonly, it will be a fixed rate or calculated using cost per mile (CPM). That's because you can prove your show's worth with statistics. , with US Bank in 7th place and Bank of America in 8th. Just like other types of content, your intro will need to grab attention immediately. Best for: Podcasters with 10,000+ listeners. Like PNC Bank in 16th place and Union Bank and TD Bank in 23rd place. And how can you use other methods to boost your podcast in 2023? They can build them right into the story world. There are also a couple of factors that will impact an ad spot's price. If you pick the latter approach, you can, for example, try Midroll. However, somehow podcasts managed to prove the pessimists wrong. Its better to opt for a number of podcast ads on podcasts with a smaller audience reach than to air just a single ad on a podcast with a huge following. If a brand buys an ad on your podcast for a CPM of $20, you're going to get paid $20 per 1,000 downloads. Podcast sponsorship is a deal between a business and a podcast host/creator, where the creator promotes the brand in one or two episodes. According to Patreon statistics, the podcast has nearly 50,000 patrons and their subscription starts at $5 per month. Most podcasts that succeed focus on a certain topic or niche. You can use this resource, either as a template for your own pitch, or you can just link them to it directly. Yes, brands invest in podcast sponsorships for maximum reach. Advertising on a podcast isnt like putting up a billboard at the side of a road, where 90% of the folks who see it arent a companys target audience. Speaking of Patreon, if you want to make money with your podcast, you can also simply ask directly for donations or offer subscription tiers. You might create it as a designed and illustrated PDF, either available on request, or via direct download from your site. Most podcast monetization features come with a cost. Take time to research brands to find where you can add value to them. This method helps you stand out from the competition, reach a mutually beneficial deal, avoid network splits, and gives you complete control over the sponsors you choose. We created P2P to provide free resources to brands that believe in the power of peers to promote their service or products. It can also be removed altogether at a later stage. Banner + text + CTA + link in each email that sends for each episode (est. However, it is not profitable to seek a sponsorship deal unless you consistently have at least 200 downloads per episode. If you have a close connection with your listeners, brands will want to work with you. How many ads per episode? The host of the podcast basically doesn't have to create an entire episode from scratch as its a type of. Though, just keep in mind that once you go down this path, youll need to stick to a schedule. The affiliate model works well for podcasters with a small, engaged audience and larger podcasts. Hes sourced sponsorship from the makers of many of the products he uses himself. Ways you can do this done well, these are really just another aspect of finding for... 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