Two-thirds of people who listen to podcasts at least once a month say they discover new shows through social media. The podcast listening app Castro has added a new feature to help make shows more shareable. It will allow users to select a show segment of up to 60-seconds and export that clip as a video that includes the artwork, episode title, podcast name and date of the podcast being shared. Users can then post the snippet on any social media site that accepts video, including Twitter, Instagram, Snapchat, Facebook, WhatsApp, and Slack.
In an announcement about the free feature, Castro points out it’s not just for listeners but also podcast producers who are looking to promote the best parts of their latest episode. “Since it's just a simple video, everyone can hear your clip and get what it's about —even if they've never used a podcast app before,” it points out.
The feature allows clip posters to pick between square, landscape or portrait orientations for the video to match the destination that they intend to share to. Castro points out Snapchat and Instagram Stories work best with portrait videos, Twitter works best with landscape. If you're sharing to Instagram Stories, users can tap the "Instagram Story" share action in the iOS share sheet.
There’s a big focus in 2019 on making podcasts more shareable on social media and Castro’s move comes just one month after the podcast app Overcast announced it had added a feature allowing users to share clips of podcast episodes on social media. It too turns the audio podcast into a piece of video which could be shared on social media networks as well as through text message or email. “Podcasts need video clips to be shared more easily today,” founder Marco Arment said in a blog post. Overcast users will be limited to sharing just one minute of a podcast’s content.
Edison Research’s 2019 Infinite Dial survey revealed that the second most-cited source for show discovery (after search engines) is social media. It found two-thirds of occasional podcast listeners rely on social media mentions. That’s more than who said they relied on in-app recommendations or plugs for new podcasts that they hear on the radio.