{"id":41718,"date":"2022-11-07T08:00:00","date_gmt":"2022-11-07T08:00:00","guid":{"rendered":"https:\/\/www.thepodcasthost.com\/?p=41718"},"modified":"2025-04-09T09:35:22","modified_gmt":"2025-04-09T08:35:22","slug":"tiktok-podcasts","status":"publish","type":"post","link":"https:\/\/www.thepodcasthost.com\/publishing\/tiktok-podcasts\/","title":{"rendered":"TikTok Is Getting Into the Podcast Game"},"content":{"rendered":"\n

As podcasting continues to grow in popularity, more platforms want in on the action. The latest is the popular short-form video app TikTok.<\/p>\n\n\n\n

Podnews reports<\/a> that TikTok has \u201crecently registered a trademark for TikTok Music which includes the provision for podcast content,\u201d  Along with the fact that podcast host Audiomeans<\/a> noticed TikTok is scraping their feeds. Back in March, we reported that TikTok had a job listing for “Podcast Content Operation.”<\/a><\/p>\n\n\n\n

ByteDance<\/a>, TikTok\u2019s parent company, also owns Resso, a streaming app that includes podcasts from Libsyn.\u00a0<\/p>\n\n\n\n

So as yet another platform gets in on the podcast action, we\u2019re forced to wonder: how does this help TikTok? And more importantly, how does it help podcasters?<\/p>\n\n\n\n

TikTok: The Latest Social Media App to Entry the Fray<\/h2>\n\n\n\n

The move by TikTok follows other popular social media and content services, like YouTube<\/a>, Twitter, and Facebook (even if Facebook\u2019s attempt was short-lived). In a way, it makes sense. The desire for feature parity is a tale as old as social networks themselves. <\/p>\n\n\n\n

After Snapchat came out, Facebook and Instagram successfully implemented similar temporary video features. Twitter and LinkedIn tried but were less successful.<\/p>\n\n\n

\n
\"Social<\/figure>\n<\/div>\n\n\n

How This Helps TikTok<\/h2>\n\n\n\n

You might be thinking, \u201cTikTok is a video platform<\/em>. How can they benefit from podcasting?\u201d<\/p>\n\n\n\n

People have short attention spans. TikTok might know this better than any other social platform. Their move into audio-only content could show a deeper understanding of that. Audio doesn\u2019t require one\u2019s full attention like video does.<\/p>\n\n\n\n

That said, video podcasting is increasingly popular<\/a>. Many podcasts are video first, secondarily releasing the audio in a podcast feed. <\/p>\n\n\n\n

This allows them to have clips and shorter videos to share across social media. TikTok has likely noticed this trend and decided to lean into it.<\/p>\n\n\n\n

But ultimately, the reason is simple. All social networks want the same thing: our undivided attention. If they can get all the content we could ever want to consume in one place, they have us. <\/p>\n\n\n\n

If I scroll through short videos on TikTok, see one linked to a podcast, and can listen to that podcast inside of TikTok, it\u2019s a huge win for them.<\/p>\n\n\n\n

What This Means for Podcasters Moving Forward<\/h2>\n\n\n\n

That\u2019s what\u2019s in it for TikTok. What\u2019s in it for podcasters? Discovery.<\/em><\/strong><\/p>\n\n\n\n

TikTok is one of, if not the, best social network for discovering new content. The videos they recommend to people are finely tuned by a very smart algorithm (perhaps a little too smart). As an elder millennial who\u2019s used to seeing content only from the people I chose to follow, TikTok scared and confused me. <\/p>\n\n\n\n

I couldn’t quite figure out how to see the content I wanted to see, but they somehow kept surfacing content that kept me fully engaged. I just got suspicious that they knew way too much about me<\/a>, and was suspect about how they’d use the data<\/a>.<\/p>\n\n\n\n

However, that data is exactly why TikTok is the best-positioned social network for surfacing new content because discovery is always how the platform worked. As Facebook, Instagram, and Twitter try to make their timelines more TikTok-like, they face backlash from users who want to see a reverse-chronological list of posts from the people they follow. <\/p>\n\n\n\n

As podcasters, discovery is one of the hardest aspects of our job. There isn\u2019t a \u201cYouTube for podcasts\u201d that does a great job of surfacing hyper-targeted episodes or shows for folks\u2026especially with less popular shows. <\/p>\n\n\n\n

Consider the recommendations in Apple Podcasts for my relatively new show, Make Money Podcasting: <\/p>\n\n\n\n

\"TikTok<\/figure>\n\n\n\n

I doubt any of those shows have trouble finding listeners. <\/p>\n\n\n\n

Podchaser does offer lesser-known podcasts under their \u201cSimilar\u201d tab for the same show: <\/p>\n\n\n\n

\"Podchaser's<\/figure>\n\n\n\n

\u2026but Podchaser isn\u2019t a listening app. <\/p>\n\n\n\n

With TikTok, we could see something YouTube-Esq, where, while you listen to an episode, similar episodes are automatically queued up. <\/p>\n\n\n\n

\"promote<\/a><\/div>
<\/span>

Related Article<\/p><\/div>

How to Promote Your Podcast on TikTok<\/span><\/a><\/p>

TikTok podcasting is growing in popularity – and it’s time you got involved. Find out how to promote your podcast on TikTok. <\/span>\u00a0Find out more \u00bb<\/span><\/a><\/p><\/div><\/div>\n\n\n\n

What You Should do Today<\/h2>\n\n\n\n

If you\u2019re a podcaster thinking, \u201cthat\u2019s great, but what should I do now,\u201d the answer is probably not too much. There is convincing evidence that TikTok will have a podcast feature, but no official announcement yet. <\/p>\n\n\n\n

My recommendation is to make sure your podcast has a valid RSS feed and is in every other podcast directory<\/a>. If you haven\u2019t started doing some video content, experiment! I recommend creating audiograms<\/a> or other short videos to tease your full episodes. Make sure to end with a strong call to action to, “catch the whole episode at,” at then the episode’s webpage.<\/p>\n\n\n\n

And definitely keep an eye on the space. I\u2019m personally not a TikTok user, but if it\u2019s as simple as submitting an RSS feed for inclusion in a music or podcast app, I\u2019ll be first in line.<\/p>\n","protected":false},"excerpt":{"rendered":"

TikTok aims to be the next social platform to enter the podcast fray. What do they stand to gain? And what does it mean for podcasters? Let’s take a closer look. <\/p>\n","protected":false},"author":62,"featured_media":41878,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"om_disable_all_campaigns":false,"inline_featured_image":false,"_uag_custom_page_level_css":"","footnotes":""},"categories":[101],"tags":[],"coauthors":[11636],"class_list":["post-41718","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-publishing"],"acf":[],"yoast_head":"\nTikTok Is Getting Into the Podcast Game<\/title>\n<meta name=\"description\" content=\"TikTok aims to be the next social platform to enter the podcast fray. What do they stand to gain? 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What do they stand to gain? And what does it mean for podcasters? 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