Barca Talk Podcast

One of the main goals of this social media campaign has been to increase weekly downloads. With more downloads, a podcast is able to find bigger advertisers which in turn means more revenue for the podcast. The strategy was to use Facebook and Instagram ads to capture new audiences, retarget website visitors, and engage current followers from our Facebook and Instagram pages. We would use a mixture of paid campaigns (Reach, Engagement, Video Views, and Retargeting) to maximize our advertising budget.

A new episode is released every Monday, therefore we would create a 30-second video trailer to post on the Facebook and Instagram pages. We would then create an ad campaign for Video Views to capture people who are interested in ‘FC Barcelona’. After weekly Video Views, we could retarget the audience who viewed the video trailer or visited our website with a new follow up image to remind them to download and subscribe. Sometimes, the podcast did not publish an episode because of breaks in the schedule, when this occurred, we would create a reach campaign to target new listeners in our targeted countries.

From the campaigns and strategies, we are seeing an increase in downloads per episode, but we are always testing new types of videos, mobile phone targeting, and lookalike audiences. Since Facebook/Instagram doesn’t have a specific interest for podcast listeners, it is all about testing and trying to find the best way to maximize your marketing budget.