Creative Process

Using TikTok to grow your audience

Using TikTok to grow your audience


Since its launch in 2016, TikTok has skyrocketed to become the fastest growing and most engaged social media app. In the US alone, TikTok sees about 50 million users daily, so it’s no surprise that everyone from Instagram Influencers to YouTube stars are migrating to the new app — and podcasters shouldn’t miss out on the exposure.

Why your podcast should be on TikTok

  • Unlike other social media platforms, TikTok’s “For You” page doesn’t focus on showing users content by accounts they already follow. It uses algorithms to show you videos by creators they think you will enjoy, giving you a better chance of reaching new listeners compared to the likes of Instagram and Facebook.
  • TikTok is the fastest growing app in the world, with more than one billion active users — and it doesn’t show any signs of slowing down.
  • TikTok users typically spend more time on the app than on other platforms, meaning you have a better chance of ending up in someone’s line of vision.

Show your followers behind-the-scenes content

Video you and your guest or co-host recording and turn the most captivating parts into short videos to tease out your upcoming episodes. AsapSCIENCE, creators of Acast Creator Network podcast Sidenote, demonstrates this wonderfully on its wildly popular TikTok account.

Blooper Reels. Was there a word you just couldn’t get out right? Or a particular moment where you and your co-host couldn’t keep it together? Don’t just edit it away — use these fun moments to show your TikTok followers your relatable, fun side.

Show the work that goes into making your podcast. Do you spend hours researching before hitting ‘record’? It takes just a moment to share what you’re doing with your followers and can help gain interest in your upcoming subjects. For instance, if you host a true-crime podcast, you could record a short teaser video on the craziest part of your upcoming story. Or, if you’re a health and wellness creator, show your followers which products you’re testing for your next episode.

Mystery Team Inc does a fantastic job of giving you just enough information about their next true crime episode that you’re intrigued enough to tune in.

Using the Creator Settings. To be able to view your analytics and other rich features on TikTok, you’re going to need to set your profile as a “creator” account. To enable this, go to your account settings and press on “Manage Account”, then scroll down to “Account Control”. From there you can choose between a creator or a business account. Most podcasters will choose creator, but if your podcast is completely branded to a business — or if you wish to run ads — business may be the right choice for you. Now, you’ll have access to tools like analytics, more engaging ways to connect with your followers, and even the potential for monetization.


Make sure you’re using TikTok’s algorithms to your advantage. Here are a couple of tips and tricks.

  • Use hashtags (but not too many). To land on the coveted “For You” page — where followers go to find brand new content, and not just by creators they already follow — you need to use hashtags. But, unlike on Instagram or Twitter, using too many will take up real estate in your video, which can make it harder for viewers to see your content. We recommend no more than three hashtags, with one being some variation of #ForYou, #ForYouPage, or simply #FYP. Then, look at the trending hashtags and see if one or two apply to your video.
  • Use the in-app functions. Videos that use closed captions and filters, or are spliced together within TikTok, perform better. Luckily, the editing feature within the app is super intuitive and easy to use and learn.
  • Give your followers a reason to watch right to the end. Videos that are watched in full, from beginning to end, rank higher and show up on more people’s “For You” pages. Consider creating a series where you tell an ongoing story over a number of videos, so the user is seeking out parts two and three for more.