You could have tens of thousands of subscribers, but what do your analytics say? Things like trade magazines and blogs can be very niche and targeted, for example. Provide something of genuine interest or value to your listeners. Most hosts take commission. In 2009, only 9% of Americans listened to podcasts. 22 votes. For another, it could be an important income stream in their business, where they're actually paying a team of freelancers and assistants to work on their show. In fact, as podcasts are quite targeted it can be a great way to connect with a niche audience. Minimal editing and production you dont need to add in any segments in the editing phase. The scripts are often read by the podcast host which means that theres better continuity and the ad will feel more part of the podcast. Here are some tips for getting started: Write a Remarkable Proposal Brands can sift through thousands of shows to find one that feels like a fit and reach out to the creator to strike a deal. 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. Either of these podcasters could reach out to the companies behind the products they use, and make a pitch. One of the most prominent sponsors of The Armchair Expert is Chrysler. There are four main ways that you can use podcasting to make money. Podcast #775: We Need a P.E. Where are your listeners located geographically? Sponsors will want to see data like: Businesses must evaluate this data to determine if your podcast matches their target audience. Perhaps you have only a couple hundred or no more than a thousand subscribers, but theyre qualified leads for your sponsor and match their target buyers. In this case, you stand more of a chance with the lower numbers because they have a higher chance of converting and referring your sponsor to other qualified buyers. 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. Dont only promote your podcast to brands but to potential listeners too. 141 episodes. Podcasts are versatile, enlightening and overpowering. A bigger audience isnt always better. Whether youre trying to grow your podcast for the first time or want to increase your revenue from sponsorship deals, you need to know everything about podcast sponsorships. Native ads are quite common and are created by the business for the podcast to discuss the product or share information about a promotion. It can begin to grate on those whore bingeing through your back catalogue. One of the best podcast sponsorship benefits is that you get to earn money from brands. The reason for this is that its simply riskier to pay significantly more for one ad even though it will reach a much bigger audience. 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. Your ad can appear in the first 10% of the episode (known as a pre-roll ad), in the middle of the episode (known as a mid-roll ad), or towards the end of the episode (known as a post-roll ad). 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. Subscribe to the Podcast to receive alerts as new episodes post. If they opt for CPM, theyll charge a fixed rate for every 1,000 listens of an episode. Today, that number is nearly 40% with 24% of . How do your listeners and subscribers find your podcast? ), they do all the work of finding sponsors for you so you can focus on creating content. a host read ad can just be another part of the episode content, as opposed to sounding like an interruption. Best for: Podcasters who don't want to split the revenue with a network. But if your audience is in the low hundreds, youll likely be better off seeking out your ideal sponsor and attempting to negotiate a deal with them directly. Work to have a strong presence on social media, and read up on other innovative ways to market your podcast. Looking to level up your podcast? Banks are some of the best sponsors for podcast hosts, and this is no secret. These are: podcast sponsorships, affiliate marketing, selling merch, and offering subscriptions. There are different types of paid ads that you can run on your podcast. For more on that, check out Should I Sponsor a Podcast? You should get a response within a couple of days. Finally, if youd like more tailored help with podcast sponsorship, or any other aspect of podcasting, join us in Podcraft Academy. Post-Roll which as you can guess appears at the end of the podcast. . Preview of Spotify. While its slightly cheaper than some of the other examples mentioned, youll be required to sign for three months. Ultimately, this will all depend on the particular affiliate scheme you decide to work with. For Bombas, an athletic sock brand with a cause, podcast advertising has helped them reach new levels of profit and audience growth. With Podbean's marketplace, brands can run pre-recorded ads on podcasts on podcasts big or small. The marketplace takes 20% of the earnings. Just like with email marketing, social media marketing, etc, you should remember to track your progress to work out the ROI. More fans than youd think would be willing to donate. Sponsors often want podcast hosts with a personal interest in the products and services they sell. The longer this time period is, the better. You can track sales and commission in various ways. An argument for this could be that any baked in ads you ran 100 episodes ago, or 5 years ago, are still being played in your back catalogue, but youre no longer earning from them. How Do I Create a Good Podcast Advert or Sponsorship Slot? That's why it's important to lay the right foundation and use the following best practices. Podchaser also lists average ad costs for podcasts that generate a lot of listeners. Podcast Pro Membership The Blog Shop Courses Events Partners Podcast About Home 1:1 Coaching. For an ad double the length, the CPM rate is $25. Whats more, its expected to continue on the same trajectory to reach almost $3 billion in 2025. How many ads per episode? 1) Reach out to a company and tell them you have a podcast with their ideal audience. 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. 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! This site sells ad spots to brands across multiple channels, including host-read podcast ads. Podcast ads typically use special promo codes as calls to action. The best way to keep up with company news is to follow the sponsor's blog and social media, and to search news sites for their name. These shows tend to have really hardcore, fanatical followings. EwThatsGross. Pitch directly to brands. Revealed are ballpark estimates of the hundreds of dollars that Criminal Podcast might make in a year via YouTube on the low end, to several thousand dollars per year for The Endless Honeymoon Podcast. 1 Code. Countless podcast hosts dont have a crazy amount of subscribers. Use keywords on this page to make it easier for targeted users to find your podcast. Find Podcast Sponsors That Align with You; Know Your Audience. You might create it as a designed and illustrated PDF, either available on request, or via direct download from your site. This is a lot less effective because the audience listens to hear the thoughts and opinions of the presenter. Alternatively, you can simply offer subscription tiers or ask directly for donations. How many followers do they have? What are your per episode engagement rates? Does this business need an improved social media image? And this goes for how sponsors impact your podcast too. Summary: How to Find Brands Looking for Podcasts? 3) You Can Create Long Form Content. There are several more banks on this list. There are main 4 ways how to find a sponsor for a podcast. That's probably because-like two great movie stars-there's a lot of natural chemistry between Shepard and the Chrysler brand. 4. This means that you can earn from running ever-updating radio-style ads on all of your episodes. Our very own CEO Mark Asquith, Community Manager Ramona Rica, Podcast Websites member . Best for: Any podcaster; best option for those with a small audience. There are no download requirements to start affiliate marketing, and it's one of the easiest ways to get your first sponsor. Before looking at the different types of podcast ads, you need to know that the majority of podcasts offer three slots for ads. You can take a bit more time to craft your ad read, and feel like the finished product sounds just right. Around 3% of marketers make Podcasts. Take time to research brands to find where you can add value to them. Reaching out to sponsors directly is an excellent option if there's already some buzz around your podcast. Usually, the host will read a scripted ad either before, during, or after the episode. Brands can pay anything between $1000 and $3000 to buy an ad on a podcast generating more than 100,000 listens. 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). How much you make from a podcast sponsorship depends on various factors (well discuss that soon!) Not only will the brands see it and make judgments, but also Podcorn will be able to suggest better sponsors for you. Here are the three primary metrics in podcast advertising. Here are some ad marketplaces to consider. But this doesnt only boil down to the number of subscribers you have, but the quality of your subscribers and if they align with your sponsors target audience. Straight away, this gives podcasting the strength of targeting. This ad model is lucrative for popular podcasts but doesn't work for most independent podcasters. It can also be removed altogether at a later stage. 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?". For identifying potential sponsors, think of products or services you use that would also improve the lives of your listeners. Appropriate sponsors may be businesses specializing in art equipment, art lessons, art history books, etc. From the different types of ads to average ad rates, heres the most important information you need to get started. To collect your fan contributions use Stripe, GoFundMe, or PayPal. On the other hand, baked-in ads form part of the original episodes recording. 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. Post-roll is the least optimal position for an ad, but its also the cheapest. If the podcast is released in seasons, its typically mentioned in the title or shownotes. You are here: Best for: Podcasters with 10,000+ listeners. However, if you and your sponsor arent aligned, this can harm your podcast and reduce your audience. Network with brands or small businesses and pitch your idea to . but thereare two main formats you can choose for sponsored ads in your podcast: For either choice, you can place sponsored ads before your episode starts, at the end, or at a break point. Long-form audio content means listeners can spend lots of time listening to a presenter in a very intimate way, and on a regular basis. Summary: Which Other Methods to Use to Monetize Your Podcast? If you dont want to promote someone elses products and prefer to create your own sales, you can also sell your own merch. Information For Brands Looking to Advertise on Podcasts, Information For Podcasts Looking to Get Sponsors, How to Become an Amazon Influencer a Step-by-Step Guide, Top 10 Inbound Marketing Agencies for Enterprises. Consistently engage with your podcast subscribers to encourage user-generated content. Sometimes podcast sponsors give hosts a script to read from verbatim, and other times the host crafts their own sponsor message. Remember, brands have podcast sponsorship goals. One of the main ways in which podcast advertising is different from other types of traditional advertising is that its very targeted. When you work with sponsors that share your values and target audience characteristics, you can offer value to your subscribers through sponsored ads. However, a significant and engaged following is required to monetize your podcast through donations. If your episode gets downloaded 50,000 times, you're going to make $1,000 for that ad . Many podcast hosts do this and earn money to reinvest into their podcasts. I also mentioned dedicated website sections, host recommendations, and coupon codes. Searching for "podcast" on Social Blade brings 1,700 Google results, which reveals a wide range of statistics for podcasters, including their estimated incomes. 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. When deciding which food brands to work with, consider the ones you already like. Here are some ways you can polish and prime your podcast for pitching to sponsors: 1. However, the partnership between the podcast's main host, Justin Baldoni, and P&G is a bit more extensive than a simple podcast sponsorship. Send out a survey to get some answers. Brands like this include Coca-Cola, Burger King, Pepsi, and Starbucks. Place a large focus on how they will make back the money they spend on you, and how it will benefit their business. That changes when someone has paid to advertise on your show though, especially if those ads are time-sensitive. In fact, the top creator on Patreon at the time of writing this article is a podcast True Crime Obsessed. Have attracted and engaged you for some time. How to Get Sponsors for Your Podcast. A smaller audience doesnt make it any less valuable though. Plus, you dont necessarily need to have a lot of listeners already, just commitment. 607 posts. Include pre-roll ad? You can also use in-person and online promotion tactics to promote your podcast to a centralized group. This guide explains how podcast sponsorships work and everything you need to know to partner with your first sponsor. The last element is the call to action. Many banks only sponsor podcasts in specific niches like finance, environmental, culture, etc. Some of the best podcast sponsors include banks, insurance companies, food brands, and major retailers. All in all, theres a greater level of trust and connection between a podcast host and the listeners making it a very effective marketing platform. For a 60-second ad, the cost per mile is $25-30, but it can be as much as $40. In short, by using a podcast thats related to your industry, youre more likely to find an audience who can identify with the issues that your products can solve. Those subscribers are as good as nothing. As not all podcasters are entirely honest about their numbers, its recommended that you try and verify the numbers. that were shared during the podcast, you can also look at indirect attribution. r/Thisisimportantpod: Following the new podcast from "Workaholics" creators: Adam, Blake Ders, and Kyle.allegedly Press J to jump to the feed. Mixergy, hosted by Andrew Warner, charges about $5,200 for three episodes. Benefits of Podcast Sponsors. Play. Your podcast needs to have buzz or referrals to find a sponsorship. Many global retailers like Nike, Walmart, and H&Mt make fantastic podcast sponsorships. If 200 people listen to your podcast, you could potentially net $500 for a single product mention compared to $4 with a CPM rate of $20. and frustrated. Also, if you use a network, you can look at their numbers and other shows to get a better idea of the type of engagement that you can expect. If you host your podcast with Buzzsprout, you can use Buzzsprout's Affiliate Marketplace to connect with pre-vetted brands regardless of how many listeners you have. Brand Awareness through Sponsored Podcasts. Podcast sponsorship is the most traditional method of monetisation in the medium. While both art and gardening may be hobbies, these audiences expect significantly different content. When you reach out to brands for podcast sponsorships, personalize your pitch. Acast is a podcast network and ad marketplace. 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. 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. Planet Money. These include: Basically, the more listeners and subscribers a podcast has, the more they can charge for an advertisement. 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. You can also opt for a cost-per-mile (CPM) rate which is a fixed price per 1000 episode listens, or a cost-per-action (CPA) rate for payment per action taken like clicks or sales tracked with a unique code. SweeTango on The Katie Couric Podcast. join the evolution. Follow. What products or services would add value to my listeners? Itll answer all the questions theyre going to ask about how sponsoring your podcast not only will work but how itll benefit them. 1. Podcast sponsorships are the bread and butter of the thriving podcast. Podcorn also lets you keep more of your profits and only takes a 10% cut of your ad revenue. The downside is that theres no guarantee of any commission at all. Providing value to brands is the trick for this method. , the podcast has nearly 50,000 patrons and their subscription starts at $5 per month. Do they regularly engage with them? How you develop an online presence depends on how you treat your audience. The affiliate model works well for podcasters with a small, engaged audience and larger podcasts. You can include a media kit in your pitch email that includes things like: If you don't hear back after the first email after a week, consider sending a friendly follow-up email. Step 3 is your posting frequency. Give shout outs to new members. Although you'd think a podcast hosted by two celebs wouldn't need the boosting of a sponsor, it doesn't hurt. 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. There are media ad agencies and podcast hosting platforms that can work with you to help set up a sponsorship agreement for your show. There are also a couple of factors that will impact an ad spot's price. 1. Theres certainly no one-size-fits-all answer here, and lots of variables to consider. Another way to determine if your ads were successful is to create a survey. Network with brands or small businesses and pitch your idea to them directly, whether in person or online. But the other big strength of podcast sponsorship is in the delivery method. By looking at how your competitors are using podcasts, you can identify shows that you can contact or networks that deal with relevant topics. Heres an example. Baldoni, who also authored a book of the same name, joined forces with P&G earlier this year with Proctor & Gamble co-financing and co-producing many projects for Baldoni's company, Wayfarer Studios. Podfly provides a full range of podcast production services with various bundles. Commonly, this is 5000 US-based downloads per new episode, within the first month of its release. You could charge more for these ads. Most podcasts have significantly lower numbers than this though. Our How to Sponsor a Podcast article was designed as a guide for business owners whove been approached about potentially advertising on podcasts. 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. Best for: Independent podcasters, new podcasters. Consider your audience. If youre interested in selling products, becoming an Amazon influencer can be a good Inbound marketing is a crucial component of any successful enterprise-level digital Its anticipated that by 2023, podcast ad revenue will exceed $2 billion. How much do you think you could charge for an ad slot on that show? , with US Bank in 7th place and Bank of America in 8th. 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. If you charged $50 for every 1,000 downloads, the sponsor would pay you $250 for an episode that got 5,000 downloads. There are three ways to calculate your rate, and these include: On average, the CPM for a 30-second ad is $18. The Ultimate Guide for 2023, As not all podcasters are entirely honest about their numbers, its recommended that you try and verify the numbers. How much do podcasters make on sponsors? A great way to display important information to sponsors about your podcast is through a media kit (or a sponsor kit). 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. , social media marketing, etc, you should remember to track your progress to work out the ROI. Securing podcast sponsorships is necessary if you want to increase your earnings as a podcast host. The value of sponsored content is that it can help to boost brand recognition. However, it does mean that theres no need to run ads if youre unhappy with the amount they offer. Some sponsorships will not be available in all countries, either. Adam Devine, Anders Holm, Blake Anderson, and Kyle Newacheck seriously discuss some very important topics. When subscribers or listeners comment or ask questions, address them promptly. Yet these influencers gain the highest engagement rates,being almost 4%. Through conversation, you could end up networking with people that can help you secure podcast sponsorships. Youve slowly built up a level of trust with them. Best for: Can work for all podcasters depending on the type of marketplace. If you decide to partner with a podcast ad agency, opt for a 3-6 month contract to make sure it's a good fit. Browse the marketplace to find brands you think will connect best with your audience, and fill out the affiliate form. This way, the podcaster simply has to play them on their episodes. 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. Lets talk a bit about both approaches. Figure out why a brand should want to advertise on your podcast. , youll include a trackable link to your podcast description. Contact an insurance companys marketing department and pitch a sponsorship. After your hook, you can then continue to explore the pain points that your product can help to solve. A . "How much do podcasters make" isn't always answered with a number. Just like people have different motivations for podcasting, they also have different motivations for monetising their content. Additionally, you have a duty to your audience. Firstly, their ads will never be swapped out for another brands ad. . Speaking of Patreon, if you want to make money with your podcast, you can also simply ask directly for donations or offer subscription tiers. . Well also cover how to reach out to potential sponsors should you decide that it sounds like a good fit. Which Other Methods Can You Use to Monetize Your Podcast? Sponsorship type. Thanks to its popularity, podcasts are excellent for advertising. The fancy term for this is designing a media kit. If you start marketing products and . Accidental Tech Podcasts sponsorship rates start at $5,500. Podcast sponsorships are slightly different than traditional advertising in the sense that your brand is "sponsoring" the podcast episode or show. February 24, 2021. According to statistics shared by SEMrush, nearly 20% of people are much more likely to consider supporting a brand if its advertised on their favorite podcast. In there, youll find all of our video courses, downloadable checklists and templates, and we run weekly live Q&A sessions, too! 5000 US-based downloads per new episode, within the first month of its release address them.! Slots for ads it does mean that theres no guarantee of any commission at all finance environmental. Has nearly 50,000 patrons and their subscription starts at $ 5 per month lucrative for popular podcasts but does work. S price, environmental, culture, etc, you & # x27 ; s price the business the... The work of finding sponsors for you so you can also look at indirect attribution Community... 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