Podcasting has become one of the most powerful digital marketing tools of recent times, providing an engaging and dynamic way to connect with audiences.
The audio format offers a unique opportunity to share stories, insights and information in a more personal and accessible way, allowing brands to create an authentic connection with their listeners.
But how do you start and promote a podcast effectively? That's what we're going to discuss in today's post, including the new Threads Podcast Toolkit, launched in September 2026.
What is podcasting?
I'm sure you've heard of podcasts, haven't you? But if you're not that familiar with it yet, here we go: a podcast is basically a radio program, only on the internet.
It can be listened to at any time and from anywhere, all you need is a device with internet access.
The topics vary greatly, from entertainment and education to discussions about business and technology. It's like a series of audio episodes that you can follow and listen to at your convenience.
Now, why has podcasting become so important in digital marketing? Simple! It offers a unique and intimate way to connect with your audience.
Thinking about the benefits for your marketing strategies, podcasts allow brands to speak directly to their listeners, creating a more personal and authentic connection.
What's more, they are a great tool for building authority in your niche, as you can share knowledge and information in a relaxed and accessible way.
Planning your podcast
Let's start by defining the objective of your podcast. Think about who you want to reach: who is your target audience and how can you use the podcast as a tool for capturing leads?
Imagine the people who will listen to your podcast — what are their interests and needs?
Determining the purpose of your podcast is essential: do you want to inform, educate or entertain? Knowing this from the outset will guide all your planning and production.
Now that you know who you're talking to and why, it's time to choose a topic. Choose something that is relevant and interesting to both you and your audience, where a good topic is one that you are passionate about and that resonates with your listeners.
Equipment and software
If you're thinking of starting out in the world of audio recording, whether for podcasts, videos or any other project, you're in the right place! Let's talk about the essential equipment and software to get you started on the right foot.
Basic equipment
Microphones: a good microphone makes all the difference to sound quality. There are various options on the market, from condensers to dynamic microphones. Research and choose the one that best suits your needs and budget.
Headphones: to monitor your recordings in real time and during editing, good quality headphones ensure that you capture every detail and nuance of the audio.
Recorders: if you need mobility, a portable recorder is a great option. They are practical for recording in the field and provide professional sound quality.
Recording and editing software
Audacity: free and functional, Audacity is one of the most popular audio editing software. It is intuitive and has many tools to edit your audio with precision.
GarageBand: if you're a Mac user, GarageBand is an excellent choice. With a user-friendly interface and lots of professional features, it's perfect for those just starting out.
Tips for good editing
- Clean sound capture: always record in a quiet environment to avoid unwanted noise.
- Use filters and effects sparingly: equalization, compression and noise removal are essential, but don't overdo it. Keep the sound natural.
- Cut and adjust: eliminate long pauses, mistakes and unnecessary parts to keep your content fluid and interesting.
- Listen carefully: always proofread your edit carefully. Use headphones to catch details that may go unnoticed.
Caption: The scene shows the path from recording to social distribution, now extended by the Threads Podcast Toolkit in podcasting as a marketing tool.
Producing your podcast
A good podcast starts with a well-planned script. It doesn't have to be rigid, but having a clear structure helps to maintain the flow and ensure that all the important points are covered.
Think about the topics you want to cover and organize them logically. Include some questions or discussion points to guide the conversation.
The structure of a typical episode usually consists of:
- Introduction: presentation of the episode and the guests.
- Main topic: discussion of the chosen topic.
- Audience interaction: answering listeners' questions or reading comments.
- Closing: summary of main points and thanks.
Techniques for improving vocal performance
Hydrate well before recording and do some vocal exercises to warm up your voice. Speak clearly and project your voice naturally. Remember to take breaks when necessary to maintain the rhythm and flow of the conversation.
Main aspects of editing
When editing, focus on cutting out unnecessary parts, adjusting volumes and eliminating background noise.
Adding background music and sound effects can make your podcast more dynamic and engaging at specific moments, but don't overdo it, remember that less is more.
Main digital platforms for podcasts
The main platforms for distributing your podcast are Spotify, Apple Podcasts and YouTube Music. Each has its own submission process, but all are very intuitive.
To upload and distribute your episodes, you'll need an RSS feed. Platforms such as Anchor and Podbean make it easy to create and manage this feed, as well as automatically distributing your episodes to the main platforms.
Creating a release and promotion calendar
Consistency is key to maintaining and growing your audience. Plan a podcast release schedule and follow it rigorously as this creates expectation and habit in your listeners.
Set a fixed day and time to release your episodes. Plan ahead and have some recorded and edited episodes in reserve to avoid delays, as this helps maintain the consistency and quality of your podcast.
That said, here are some simple tips to help you start promoting your podcast:
- Social media marketing: social media is a great place to promote your podcast. Create teasers and promotional clips of your episodes to pique your audience's curiosity. Use platforms like Instagram, Twitter, Facebook and Threads to share these clips and engage with your audience, but don't forget to use relevant hashtags and tag guests and influencers to broaden your reach.
- Email marketing: email marketing is a powerful tool for attracting and keeping listeners. Create email campaigns highlighting new episodes, sharing exclusive content and offering behind-the-scenes insights into the podcast. For example, you could send out a weekly newsletter with a summary of the episode, links to listen and a teaser of the next episode.
- Partnerships and collaborations: working with other podcasters and influencers can expand your reach. Consider inviting other creators to participate in your podcast and offer to be a guest on their shows. These collaborations not only help spread your podcast to new audiences, but also enrich the content with varied perspectives.
New: Threads launched a Podcast Toolkit
On September 16, 2026, Meta officially announced a set of podcast tools inside Threads, rolling out globally at no cost: profile and post podcast banners, episode link cards, an episode picker to feature favorite episodes, transcript and guest cards, a save button so listeners can bookmark episodes they come across in their feed, automatic reminders for new episodes, and a dedicated analytics panel (Podcast Insights, covering reach, clicks and saves).
In practice, clips from an institutional podcast — admissions behind-the-scenes, career advice, campus life — can now be saved by prospective students right inside Threads, and Podcast Insights shows whether that format is actually driving engagement.
How to measure the success of your podcast
To keep track of your podcast's performance, keep an eye on these metrics:
- Number of downloads: this is the most basic and straightforward metric, as it shows how many times your podcast has been downloaded or listened to. It is a good indicator of popularity.
- Audience: understanding the size and behavior of your audience is crucial. How many people are listening to the end? Where are they from? What is the predominant age group?
- Engagement: this is the thermometer of the connection you have with your listeners. Comments, ratings, emails and interactions on social media are great indicators of engagement.
To keep track of these metrics, some analysis tools are highly recommended:
- Podtrac: offers detailed reports on downloads and audience.
- Anchor: ideal for those starting out, it provides basic metrics and is free.
- Chartable: excellent for those who want a more in-depth analysis, including your podcast's position in different rankings.
Remember, these metrics and listener feedback are a treasure trove of information.
Pay attention to what your listeners are saying. Do they like the current format? Do they prefer shorter or longer episodes? Use this information to adjust your content.
Don't be afraid to experiment. Change the format, bring in new guests, or explore different themes. Use the metrics to see what works best.
Encourage your listeners to leave feedback and interact with you. This not only improves engagement, but also offers valuable insights into what they are enjoying or not.
Summary: set a clear objective, choose topics that are relevant to your audience and use good equipment. Record with quality, edit with software such as Audacity, and publish on platforms such as Spotify. Keep a fixed schedule, promote on social media (including Threads' Podcast Toolkit) and track metrics with Anchor or Podtrac. Podcasts strengthen the brand, generate authority and attract leads.
Frequently asked questions about podcasting as a marketing tool
Is it worth investing in a podcast for your marketing?
Want to know how to make this process even easier and more effective for converting leads? We have a special post with the magic formula for producing podcasts, full of practical tips and secrets for you to shine in your episodes.
Don't miss this opportunity to turn your idea into a successful podcast!
A well produced episode still needs a place to live, which is where audiovisual content production meets a proper landing page.
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