Because of this, ensure you use a unique sales pitch that makes you stand out from the crowd. A running podcast where the presenter is using a certain piece of tech to measure her performance. So, if you dont see results in the first week, dont worry. 1. There are main 4 ways how to find a sponsor for a podcast. That changes when someone has paid to advertise on your show though, especially if those ads are time-sensitive. This means that they will be part of the show forever and cant be replaced with a new promotion of a different brand. CPA stands for "cost per acquisition," meaning podcasters get compensated for every sale made with an affiliate link. Especially if youre contacting a large company. 2) Podcasting Is an Easy Platform to Create Content. 607 posts. Here are the three primary metrics in podcast advertising. To put this into perspective, podcast statistics estimated that it was only $1.3 billion in 2021. There are media ad agencies and podcast hosting platforms that can work with you to help set up a sponsorship agreement for your show. Plus, I explain why parallelism is important, especially in resume writing."How to improve you grammar" was written by Susan Herman, a retired U.S. government analytic editor, language analyst . Do I consistently get at least 200 downloads per episode? Some ad models don't work unless you have an audience of thousands, and others can work if you only have a couple hundred engaged listeners. Read this full article to find out how to maximize your podcast earnings and land profitable podcast sponsorships. This exercise is especially important if you run ads on different shows. Alban Brooke is the Head of Marketing at Buzzsprout and the co-host of Buzzcast. More fans than youd think would be willing to donate. Additionally, you have a duty to your audience. For instance, lets say Starbucks launched a new feature for their app, making drinking and buying coffee more fun. How you develop an online presence depends on how you treat your audience. A pop-up should come onto the screen once you click "Activate" allowing you to enable the tracking. Adam Devine, Anders Holm, Blake Anderson, and Kyle Newacheck seriously discuss some very important topics. I also mentioned dedicated website sections, host recommendations, and coupon codes. CPM of $20 means that for every thousand listens your podcast gets, you will be paid $20. The title of your episode gives subscribers an idea of what the episode covers. Podcasters often get caught up in the mindset that they cannot monetize their podcast without having thousands of downloads - and it simply isn't true! Bombas VP of Marketing, Kate Huyett, has shared that "in a given week, about 50-60% of our new customers are coming from paid [channels] and podcasting has ranged from 15% to 40% of that. If youre taking payment from anyone, you have an obligation to them. Transcript. Alternatively, you can simply offer subscription tiers or ask directly for donations. They hit the sound board hard, but it definitely grows on you. and frustrated. Best for: Podcasters with 5,000-10,000+ downloads per episode. Your audience will naturally build your reputation and social proof. How many downloads do you get on average? Have attracted and engaged you for some time. Research to find high-volume, trending keywords and focus your podcast scripts around these keywords. For one podcaster, the thought of covering their web and hosting costs is enough. Providing value to brands is the trick for this method. If youre a podcaster looking to monetize your content, you can also benefit (and were not just referring to all the potential free product samples). You can track sales and commission in various ways. Make A Great Podcast. Ads can also be dynamic (also known as dynamic insertion ads) or baked-in. This approach can be highly profitable as some sponsors pay creators up to $100 per sale, but its tricky model to use. How many ads per episode? In addition to mentioning your niche, youll need to have accurate numbers at hand. Passive - get an offer from a media host or get approached by a sponsor, Active - join a podcasting ad network or search for sponsors yourself. This is how much sponsors will pay per 1,000 downloads of your podcast, views of your video, or impressions on your tweet/Instagram/Facebook post. Podcast sponsors help you turn a hobby into an income-generating business. Sometimes podcast sponsors give hosts a script to read from verbatim, and other times the host crafts their own sponsor message. Any Buzzsprout podcaster can become an affiliate with these brands, get paid in cash, and keep 100% of their earnings. Its usually done in a very unceremonious way. Our very own CEO Mark Asquith, Community Manager Ramona Rica, Podcast Websites member . Sponsorship is one of the most significant ways podcasters earn money while still doing what they love. Mitch Russos Tribe Builders Podcast charges $1,500 per month. Provide something of genuine interest or value to your listeners. Like PNC Bank in 16th place and Union Bank and TD Bank in 23rd place. This Is Important Podcast. this is an excellent example of where listeners are being pointed to. Email: thisisimportantpodcast@gmail.com. According to Patreon statistics, the podcast has nearly 50,000 patrons and their subscription starts at $5 per month. Here are some ways you can polish and prime your podcast for pitching to sponsors: 1. Your podcast needs to have buzz or referrals to find a sponsorship. Once at the Add-Ons Page, click "Activate" under "Monetize your show". Theyre paying you for a service, and you need to deliver and try to keep them happy. It's calculated by dividing cost by impressions, then multiplying that number by 1000. 3) Verbatim Script. Having a random Voice-Over interrupting the content to quickly give you a sales pitch can be jarring, and even annoying. Ranker: The Most Ubiquitous Podcast Sponsors, Ranked, Statista: Podcast advertising spending in the United States from 2021 to 2025, Shopify: 30+ Influencer Marketing Statistics to Have on Your Radar (2022), ZipSprout: TOP 60 CORPORATE SPONSORS IN THE UNITED STATES. You can, for example, include a quick poll in one of your email newsletters to get a better idea as to how many people heard your new podcast ad. Be honest about why youre requesting donations, and genuinely use it for those purposes. Summary: Which Other Methods to Use to Monetize Your Podcast? You can add sponsored messages to your back catalog, so you'll get paid anytime you get 1,000 listens, even on older episodes. The best way to get sponsors for your podcast is to ensure your podcast is an exclusive listening experience for your audience. Then again, some argue that the most enthusiastic listeners will listen right till the end and theyre actually the ones whose attention you want to grab. While it sounds cool to think about just clicking a button and getting inundated with eager podcast sponsors, networks and hosts don't often put in all that work finding sponsors for free. An advert might appear at the very beginning of an episode, the very end, or somewhere in between. You can also look at their engagement on social media. Subscribe to the Podcast to receive alerts as new episodes post. Its trusted by some of the leading brands like Dunkin Donuts, Toyota, Audible, and FedEx. Today, that number is nearly 40% with 24% of . Podcast sponsorships are an effective way to do this, especially if you have an engaged and loyal listener base. Some of the top podcast directories include: Youre not limited to how many podcast directories you can join. When going this route, the brand will pay the podcast in exchange for creating content about a relevant topic. Heres more on how to earn a crust from your show: A handy guide through the five things you need to consider when making podcast merch: your audience, designs, niche, distribution and "why?". CPM stands for "cost per mille" and refers to how much money an advertiser pays a podcaster for every 1000 listens the ad gets. The downside is that theres no guarantee of any commission at all. Like banks, insurance companies often have specific categories of brands they sponsor. For a 60-second ad, the cost per mile is $25-30, but it can be as much as $40. Podcast ads can either be dynamic (also known as dynamic insertion ads) or baked-in. It can also be removed altogether at a later stage. Plus, as post-roll ads are generally slightly cheaper, it can end up being more cost-effective. Its a win-win for everyone involved. But the other big strength of podcast sponsorship is in the delivery method. You can take a bit more time to craft your ad read, and feel like the finished product sounds just right. . 3. If its dynamic, the ad is separate from the original episodes recording. However, a significant and engaged following is required to monetize your podcast through donations. 135K followers. This refers to the number of sales or sign ups they get as a result of the ad. To give you a further idea of what you can expect to pay/earn, here are some of the rates charged by specific podcasts as revealed by Ardor SEO: Ultimately, the podcaster and business looking to place an ad will have to reach an agreement regarding the rate as there are no rates set in stone. Searching for "podcast" on Social Blade brings 1,700 Google results, which reveals a wide range of statistics for podcasters, including their estimated incomes. There are four main ways that you can use podcasting to make money. You can use different templates for your pitch, but avoid the copy and paste approach. want to work with these influencers, while only 22% prefer celebrities! On top of that, the ads are often irrelevant to your audience, break up your content in a jarring manner, and generally annoy your listeners. The value of sponsored content is that it can help to boost brand recognition. Contact an insurance companys marketing department and pitch a sponsorship. Just like other types of content, your intro will need to grab attention immediately. Partnering with brands you genuinely love lets you monetize your podcast while maintaining an authentic connection with listeners. Matthew is a writer and audio producer who enjoys talking about podcasting and storytelling. If your CPM rate is $30 and your podcast is downloaded or listened to 10,000 times, you get paid $300. What to Know Before You Approach a Potential Sponsor. Regardless, the sponsor walks away with brand awareness, making this approach much riskier for the podcast host. This way, the podcaster simply has to play them on their episodes. Follow. Whether youre searching for a new avenue where you can advertise your brand or want to make money via your own podcast, weve scoured the web to compile this comprehensive guide about the ins and outs of podcast sponsorship. Planet Money. A very niche show with around 200 listeners might charge $150 per episode, whilst a podcast with 5000 listeners based around a much more general topic might struggle to get a better deal than $20 CPM. browse the shop. Not only should you research what your competitors are doing, but also the podcasters that you consider using. So, theres a lot of money to be made by means of podcast advertising. When deciding which food brands to work with, consider the ones you already like. Podcast #775: We Need a P.E. Listeners can fast-forward as soon as they hear the change in cadence or background sound. 1. 3) Ask if they'd be open to doing a phone call to speak further. You usually dont need permission to sign up to affiliate schemes either, so you can run ads on your podcast from episode 1 if you want to. In affiliate marketing, you get paid a cut for each sale made via a unique link instead of getting paid per 1,000 listens. Either of these podcasters could reach out to the companies behind the products they use, and make a pitch. Their self-service platform for podcast sponsorships helps match independent creators with affiliates they can authentically endorse. The longer this time period is, the better. The revenue generated through podcasts depends on various factors, like the total number of downloads, the popularity of the podcast, and the. Podcast sponsorships are slightly different than traditional advertising in the sense that your brand is "sponsoring" the podcast episode or show. You can reach out directly to brands for podcast sponsorships. If your sponsor fails to deliver what they promised, this can deter sales and leave you with nothing. Give shout outs to new members. Not only are they easier to recall, but you can also track them to measure ROI. 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. Mid-roll ads are typically longer (they can be as long as 90 seconds), while pre-roll and post-roll ads are usually about only 30 seconds long. It's possible that agencies charge $30+ for popular, highly-produced shows. To put this into perspective. 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. Here are our top 5 tips on landing your first sponsorship deal. 1) You're passionate about a topic or have something to say. Shop Courses Episodes About Home Events Blog. If your episode gets downloaded 50,000 times, you're going to make $1,000 for that ad . Around 3% of marketers make Podcasts. How can the sponsor benefit from your promotion. Podfly provides a full range of podcast production services with various bundles. This is Important. The agency has worked with brands in different industries, including politics, education, and non-profit organizations. Marketplaces earn anywhere from 10% to 30% commission off your sales, and the competition can be high. niche of the product/service that is being advertised. The next decision to make is choosing a sponsorship model. What do sponsors look for in a podcast host? One of the best podcast sponsorship benefits is that you get to earn money from brands. For example, on Patreon you can add merch to your different membership tiers. Sharing your listener statistics is probably a good idea, so include these numbers in your initial approach email. According to. Best for: Can work for all podcasters depending on the type of marketplace. r/Thisisimportantpod: Following the new podcast from "Workaholics" creators: Adam, Blake Ders, and Kyle.allegedly Press J to jump to the feed. . Podcast. The marketplace takes 20% of the earnings. Summary: How to Find Brands Looking for Podcasts? For Bombas, an athletic sock brand with a cause, podcast advertising has helped them reach new levels of profit and audience growth. With affiliate marketing, youll include a trackable link to your podcast description. ), they do all the work of finding sponsors for you so you can focus on creating content. If you have a business plan, you can also include a summary of it so that potential advertisers can get an overview of your show. That doesnt necessarily mean someone will be willing to pay it. Sponsors will want to see data like: Businesses must evaluate this data to determine if your podcast matches their target audience. Another model of podcast sponsorship is the affiliate commission route. When was the most recent episode released? A direct response ad is a mixture between a native ad and product placement ad. 1. If you have a large following and its unrealistic to do this, give shout outs to your most loyal listeners and authority figures. 4. These marketplaces will take their commission from your sponsorship deals. Instead, the host of the podcast will mention which brand has sponsored that specific episode. In 2014, advertisers spent nearly $90 million on in-podcast ads, which became $190 billion in 2016 . This is an arrangement where the podcaster, the sponsor, and the audience are all benefiting from every aspect of the agreement. The Tech Guy charges a minimum rate of $25,000 for a broadcast quarter. , while the brand gets the chance to increase brand awareness and trust. Whats more, its expected to continue on the same trajectory to reach almost $3 billion in 2025. It is important to note here that if you already have a personal website, you don't need to create a whole new website for your podcast. Benefits of Podcast Sponsors. Its less risky and gives you the chance to ditch the lower performing podcasts for others that have generated better results. From a brands point of view, baked-in ads are better. By opting for multiple ads with smaller podcasts, you also have the benefit of ditching the lower performing podcasts for others that have generated better results. Looking to level up your podcast? This isnt an 8-minute long advert. Some use special tracking URLs, others coupon codes some of which might even offer a discount for your listeners. This guide explains how podcast sponsorships work and everything you need to know to partner with your first sponsor. Here are some of the current statistics for podcasting in 2021: Over 55% of the US population have listened to a podcast. Podcast promos are more effective than traditional ads since they target the right audience for your show. You can find sponsorships by joining a podcast network, pitching directly to brands, using a podcast ad marketplace, or partnering with affiliate programs. My experience has been that it is common for hosts to guess about their audience. On the other hand, The Atlantic suggests that podcast ad rates can be as much as $40 per 1,000 listeners, while other online sources suggest that it can be as high as $50. Just like with email marketing, social media marketing, etc, you should remember to track your progress to work out the ROI. Listen to this episode from Grammar Girl Quick and Dirty Tips for Better Writing on Spotify. Affiliate sponsors usually pay podcasters a commission of $15-$30 for each sale made. 3) You Can Create Long Form Content. From food and supplements to gym equipment. Podcast Pro Membership The Blog Shop Courses Events Partners Podcast About Home 1:1 Coaching. 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. Depending on the terms of the contract, you can then get a percentage of what the person spends in exchange for sending them to the brands site. Podfly. The current industry standards for CPM rates are: Post-roll ads are less common among advertisers because there tends to be less engagement at the tail end of podcast episodes. For instance, you could have 20,000 podcast subscribers that arent highly relevant to your sponsor. In short, podcast sponsorship refers to when a brand pays a podcast so that they can take advantage of the audience of the podcast in the hopes of winning new potential customers. Just like people have different motivations for podcasting, they also have different motivations for monetising their content. 3 important things you need to know about podcast monetization 1. But this wouldnt work if your sponsor specializes in all-things gardening. This is a method of measuring advertising based on audience numbers. To embrace sponsorship activation, you have to know your audience. The host, Shawn Stevenson, has built an army of dedicated listeners over the course of his 450+ episodes. To do this, compare how much money an ad has helped to generate versus how much money you spent on that campaign. Drag the slider to calculate potential podcast earnings. The idea isnt to imitate exactly what theyre doing, but instead to create your own podcasting marketing campaign thats better. 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