This doesn’t work because you’re posting on a platform where people consume content rapidly, often in a few seconds, and now asking them to go to a platform that will take them 5 minutes or more to read a blog fully or in a podcast’s case, 30 minutes or even hours to hear the full conversation. To promote these pieces of content more successfully, you have to give your audience samples that better fit the social media platform they’re using. That can look like creating 30 – 60 second clips of the conversation that highlight key topics and moments, or in a blog’s case, maybe it’s sharing the first paragraph on platforms like LinkedIn and Facebook with a link to the full blog at the bottom. If it’s IG or X, you might have to create interest with the big takeaway or big question the blog answers to generate interest.
If you’re struggling to get clicks from social media on your blogs and podcasts, don’t beat yourself up. It’s one of the more challenging things to do well on social media. Sure, we see elite podcasts, like the New Heights Podcast, pull it off seemingly easily, but remember, they have a whole team of creatives working to pull that off. So don’t compare yourself directly to them, but take what they are doing with their clips and implement it into your content. To see a not so elite version of this, check out the short video I made on this topic.
If you have a podcast, check out Riverside FM. This platform is great because it has AI that generates clips for you. This is a great way to cut down on the editing side needed and give you some clips to help grow your podcast.
If you take away one simple thing from this blog, it should be that you need to generate interest or excitement for your longer form content on short form social media channels to have better success. Once you make that adjustment you’ll find more success.
