Grow The Show: Episode 197 | 2 Things That Make Podcast Downloads Go Up
Release Date: November 5, 2024
Host: Kevin Chemidlin

In Episode 197 of Grow The Show, host Kevin Chemidlin delves into a common misconception among podcasters: equating high download numbers with episode quality. Drawing from personal experiences and actionable insights, Kevin unpacks the two primary factors that influence podcast download numbers and offers strategies to optimize them effectively.

1. Understanding the Misconception: Downloads vs. Quality

Kevin opens the episode by addressing a widespread belief among podcasters—that higher download numbers inherently indicate better episode quality. He recounts a scenario involving a student from the Grow the Show Academy who noticed a significant disparity in downloads between two episodes: one garnering 100 downloads and another achieving 500.

“The episodes of mine that got the highest downloads must be the better episode. And this is not true at all.”
— Kevin Chemidlin [02:30]

Kevin clarifies that downloads are not a reliable metric for gauging an episode's quality. Instead, he emphasizes the importance of completion rate—the percentage of the episode that listeners consume.

“Completion rate is the metric that determines whether or not your podcast is good.”
— Kevin Chemidlin [05:10]

A completion rate below 65% suggests that listeners are losing interest and dropping off, whereas a rate above 65% indicates strong engagement and content value.

2. Key Factors Influencing Download Numbers

Kevin identifies promotion and packaging as the two critical elements that drive download numbers, independent of the episode's inherent quality.

a. Promotion: The Catalyst for Downloads

Promotion plays a pivotal role in attracting listeners to podcast episodes. Kevin shares a personal anecdote from his early podcasting days in Philadelphia, where an underwhelming episode received an unexpected surge in downloads due to external promotion.

“The worst episode I have ever put out was on top of the feed... the newspaper did a story about my show. Thousands of people found out about my show for the first time and what did they do? They went and listened to the very first episode on the feed, which was the worst.”
— Kevin Chemidlin [07:45]

This example illustrates how effective promotion can elevate an episode's visibility, regardless of its content quality. Additionally, Kevin contrasts the promotion behaviors of established guests versus up-and-coming guests:

“The up and comer... they are going to scream from the rooftops that they've been on your show because them appearing on a podcast gives them credibility.”
— Kevin Chemidlin [15:20]

While famous guests may not actively promote their episodes, less-known guests often maximize their episode's reach through vigorous promotion, leading to higher download numbers.

b. Packaging: Crafting the Perfect Episode Title

Packaging, particularly through compelling episode titles, significantly impacts download rates. Kevin emphasizes that the episode title functions as a headline, capturing potential listeners' attention amidst a crowded podcast landscape.

“The title of your podcast episode is nothing but a headline.”
— Kevin Chemidlin [22:55]

He introduces the Four U's framework for creating effective titles:

1. Useful: Ensure the title conveys immediate value.
2. Unique: Differentiate your episode with a distinct angle.
3. Urgent: Create a sense of immediacy to prompt action.
4. Ultra-specific: Provide clear, detailed information about the episode's content.

“The four U's are this useful. Is your episode going to be useful to them at the current moment they are in their life?... Unique is something that you can't find anywhere else... Urgent makes you just want it really, really fast... Ultra specific is something that is really specific.”
— Kevin Chemidlin [25:40]

By adhering to these principles, podcasters can craft titles that not only attract attention but also accurately represent the episode's content, thereby enhancing listener engagement and downloads.

3. Common Pitfalls in Podcast Titling

Kevin outlines several mistakes podcasters often make when titling their episodes:

• Prioritizing Guest Names:
  Placing the guest's name first in the title is only effective if the guest is widely recognized by the target audience.

  “Don't put the guest's name first unless it's a really famous person.”
  — Kevin Chemidlin [30:15]

• Overly Long or Complex Titles:
  Lengthy titles can overwhelm listeners and may be truncated in podcast apps, reducing their impact.

  “Pick make your title one line... the best part of your title to be within the first 56 characters.”
  — Kevin Chemidlin [32:00]

• Lack of Specificity or Being Too Vague:
  Titles that are too abstract or don't clearly convey the episode's value can deter potential listeners.

  “If they don't know what the title means, that means they have no idea what your episode is about and they're not gonna press play.”
  — Kevin Chemidlin [34:20]

Kevin advises focusing on one compelling aspect of the episode to maintain clarity and allure.

4. Strategic Recommendations for Podcasters

In concluding the episode, Kevin offers strategic advice for podcasters aiming to boost their download numbers:

1. Optimize Packaging First:
   Focus on crafting effective episode titles to maximize engagement from your existing audience before ramping up promotional efforts.

   “If you improve the packaging, you're going to get more of your current audience to tune in.”
   — Kevin Chemidlin [38:10]

2. Consistent Promotion:
   Maintain regular promotional activities, such as social media posts and email newsletters, to sustain and grow your listener base.

   “If you've got an audio podcast, you, you are your own algorithm. As soon as you stop promoting your show, it stops growing, full stop.”
   — Kevin Chemidlin [40:50]

By prioritizing these areas, podcasters can create a robust foundation for both attracting new listeners and retaining existing ones.

5. Closing Thoughts

Kevin wraps up Episode 197 by reiterating that while episode quality is essential for listener retention—as indicated by completion rates—download numbers are predominantly influenced by how well a podcast is packaged and promoted. By honing these aspects, podcasters can significantly enhance their show's reach and impact.

Key Takeaways:

• Downloads ≠ Quality: Focus on completion rates to gauge episode success.
• Promotion and Packaging Drive Downloads: Effective promotion and compelling packaging are crucial for increasing download numbers.
• Crafting Effective Titles: Utilize the Four U's—Useful, Unique, Urgent, Ultra-specific—to create enticing episode titles.
• Avoid Common Titling Mistakes: Steer clear of putting unknown guest names first, overly long titles, and vague descriptions.
• Strategic Focus: Prioritize packaging before ramping up promotional activities to maximize engagement and growth.

By implementing Kevin Chemidlin's strategies, podcasters can navigate the complexities of audience growth and transform their content into a powerful business asset.