Podcast Launch Hype Is a Distraction—Focus on This Instead

Does your podcast launch even matter? Well, if we’re talking about groundwork factors like topic, target audience, and desired impact, then yes.

But what about the hype-building “hit the ground running” advice we hear around launching a new podcast?

I’d argue that, at best, this is a distraction from what moves the needle when it comes to growing a show. At worst, it can actually cause new creators to quit before their content ever has a chance to make an impact. Let me explain…

Podcast Launch Misconceptions

It’s understandable why so much misleading advice exists around “the podcast launch”. After all, we’re used to the launch life cycles of products, films, albums, and books.

After a few days or weeks, it becomes pretty clear that a new game console or blockbuster movie has sunk or swam. But a podcast isn’t like that at all.

What Makes Podcasts Different?

Most successful podcasts didn’t explode overnight—they built audiences gradually over months or even years.

There are exceptions, of course—folks who started podcasting with a pre-existing audience can often skip the “crickets” stage. But if you look at anyone who built a huge fanbase through their podcast, they will usually tell you the same thing:

In those first few episodes, nobody was listening.

I remember talking to Kc Wayland, creator of post-apocalyptic audio drama We’re Alive, about the show’s first steps. He said they were seeing 50-60 downloads a day, which was nuts, given the effort and quality of those early episodes.

Today, We’re Alive has amassed over 250,000,000 (two hundred and fifty million!) downloads. And whilst this isn’t a number most of us will ever get close to with our own content, it shows that podcasting is a long game.

All the launch hype in the world wouldn’t have come close to the impact publishing 70+ hours of Gold Standard audio theatre over a period of 14 years has had.

3 Podcast Launch Advice Myths

So, speaking of launch hype, what are new creators typically advised to focus on before they’ve even hit publish on that first episode?

Get 3+ Episodes in the Can

This advice lingers from the days when much onus was put on a show’s appearance in the Apple Podcasts’ New & Noteworthy section (an overrated accolade, if ever there was one).

The idea is that more episodes mean more downloads—not untrue. However, this often leads to procrastination and perfectionism, which prevent new podcasters from ever releasing one, let alone three, episodes.

Sure, if you push three episodes out on day one, it’ll give new listeners a bit more time with you. It isn’t a bad strategy, so long as you hit publish. The problem is, many don’t!

Get Ratings & Reviews

Another misleading piece of podcast launch advice is to get as many ratings and reviews as possible within the first week.

Again, this is mainly centred around Apple Podcasts. Between its various charts, ‘featured’ sections, and the aforementioned New & Noteworthy, it can be seen as “make or break” for a podcast to appear in any of these places.

For starters, the volume of new podcast discovery in such categories is overblown. In our 2024 podcast discovery survey, only 2.5% of listeners reported browsing through charts or ‘featured’ sections when hunting for new content.

Then there’s the inner workings of how chart rankings actually work in Apple Podcasts, and it seems to have a lot more to do with your cumulative all-time number of followers than it does with ratings and reviews.

I’m not dismissing ratings and reviews altogether—they can be a great confidence booster and make brilliant “social proof” of your show’s quality. But they’re in no way some integral part of a podcast launch strategy, so don’t get distracted by chasing them.

Build Hype for “Launch Day”

Unless you have a preexisting audience, here’s a fact for you: Nobody cares about your new podcast.

Don’t see this as a negative. Instead, take it as a liberating truth. The pressure is off to learn the ropes, experiment, and develop your skills.

If you dedicate a lot of time to posting short-form, low-value “teaser” content on various platforms, you’re taking time away from learning your trade and creating the best possible first episode.

Of course, there’s no harm in promoting your first episode – but you need to publish it first. And once you do, the best place to focus the bulk of your effort is making a brilliant second or third episode.

As Lindsay wrote recently, your podcast won’t go viral – and that’s a good thing. A podcast is a metaphorical log fire compared to the torch paper of social media and short-form video. It takes time to get a good heat up, but once you do, it’ll keep on burning for ages.

Podcast Launch Strategies That ACTUALLY Work

Alright then, if it isn’t about hyping “the big day” or arbitrary episode numbers, what should a new podcaster focus on before, during, and after a podcast launch?

The L.A.U.N.C.H Framework

The L.A.U.N.C.H (we love an acronym) framework assumes you’ve…

• Laid the foundations of your topic, niche, or angle
• Identified your target audience
• Defined what “podcast success” looks like to you.

If you’ve yet to get to those, check out the links and come back once you have!

Okay, here’s what L.A.U.N.C.H stands for…

Learn the Ropes

From crutch words and structure to mic technique and production chops, are you focused on improving your skills as a podcaster with each episode you make? The early days are a time for learning and development, so lean into this opportunity.

Amplify Discoverability

Most podcast listeners search for a topic when looking for new content in their chosen app. Does your podcast name and episode titles give you a good chance of appearing in those search results?

Understand Your Audience

Some fledgeling podcasters see 30-40 downloads as a pittance. Others see a metaphorical room full of 30-40 like-minded people they can engage with, learn about, and get to know personally. That early core of listeners can become your biggest marketers, so look after them and give them your best.

Next Episode First

The number one thing you can do to give your podcast the best chance of success is prioritising a brilliant next episode. So, what do you have lined up for your listeners? And is it something they’ll want to talk about and share with others?

Catalogue Building

There’s nothing like a back catalogue of well-titled, quality episodes to set your podcast’s growth into autopilot. When new listeners find you and can spend 25-50 hours with you, they’ll become big fans of your show going forward. Consistency leads to podcasting success, so build and grow that body of work!

Harness Collaboration

It’s likely that others are starting podcasts and content channels on the same or similar topics as you. These folks aren’t your competition (nobody shares your unique angle or perspective); instead, see them as collaborators.

There are many tried-and-tested ways to collaborate with other creators to build your audiences. This is one of the most effective ways to grow a podcast!

“I Need Results NOW”

I get it; not every new podcast is a solopreneur or hobbyist who can build this gradually.

If you work for a big company and have been given the job of creating a podcast, you’re unlikely to get away with telling the boss that it could take a year or two to gain traction.

In this scenario, leveraging any existing audience or customer base is a no-brainer. Most businesses have an email list and some social media accounts. With a good enough “hook”, you can win many existing followers over to giving the podcast a chance.

Unsurprisingly, you can fast-track podcast growth if you have a marketing budget, too. Advertising on podcast listening apps is an effective way to gain a bunch of new listeners overnight.

Of course, none of this changes the fact that your podcast needs to be well-planned, well-executed, and consistent. If it’s absolutely vital that you nail this first time, then hire a pro to help you. There’s no substitute for experience.

In Summary

I’m not saying you shouldn’t care about your launch period; it’s more a matter of caution around where you focus your time and energy. Concentrate on creating the best content possible for that early core of listeners, and you won’t go far wrong.

A podcast launch process has no “boom or bust”; the only way a launch can “fail” is if you don’t publish any more episodes.

It’s what you do after the launch period that truly matters. So what’s your next episode about, and when can we hear it?

Whether you learned the hard way but learned some valuable lessons when launching your show, or, nailed everything first time without much trouble, be sure to share your stories and experiences in the IndiePod Community. It’s free!