Excerpt from: Podcasting at Work: 25 Questions to Ask Before Starting

The easiest answer to this question is that your podcast should be available anywhere your listeners might want to find it. Using a podcast hosting service like Simplecast, it’s painless to have your podcast available in all the major apps and platforms. 

Beyond podcast-specific platforms, consider shooting video of your podcast recording sessions for YouTube, and/or producing audiograms (short shareable clips) for social platforms like Facebook, Twitter, TikTok, Instagram, and Linkedin. 

The podcasting landscape is always changing. As you can see from the chart below, Apple’s dominance has been challenged by Spotify and YouTube in recent years. This is likely at least in part due to those platforms’ focus on video. So an omni-channel approach is important. If you don’t meet your audience where they are, they’ll never even know you exist.

So how do you execute this omni-channel approach? As mentioned above, on the audio side, a podcast hosting company like Simplecast takes care of getting your show out to the various podcast audio platforms. For longform video (the full episode), it’s a little trickier. As of early 2023, you’ll need to upload separately to YouTube, plus use Spotify for Podcasters (formerly Anchor) to get your video onto that platform. For short form video (clips), you can use an app like Repurpose.io to automate posting to every social channel that supports short video.