How to launch a podcast

A podcast launch is easier to plan than it looks. Most of the work happens before the first episode goes live, and the first week decides how much early momentum you keep. This guide covers the steps in order.

Decide what the show is about

Pick a clear niche

A show about "business" is hard to describe. A show about "how small bakeries price their products" tells listeners exactly who it's for. Write one sentence that says who the show is for and what they'll get from each episode.

Name the show and check it's free

Search Apple Podcasts, Spotify, and Google for your name before you commit. Check that no other show has the same name, and that the name works as a web address and a social handle.

Plan the format

Decide how long episodes will run, how often you'll publish, and whether you'll host solo, with a co-host, or with guests. Pick a format you can keep up for a year, not one that looks good for two weeks.

Prepare before you publish

Record your audio properly

Listeners forgive a plain set, but they won't stay for poor sound. A decent USB microphone, a quiet room, and a free editing app like Audacity or GarageBand are enough to start.

Make the artwork and cover

Podcast directories show your cover at a small size, so the show name needs to be readable at a thumbnail. Keep the design simple, with one colour, one image, and a clear title.

Choose a podcast host

A podcast host stores your audio and creates the RSS feed that directories use. Compare the price, storage limits, and how easy it is to submit to the big directories. Pick one and stick with it, since changing hosts later means moving your feed.

Record a stack of episodes before launch

Aim for at least three or four finished episodes before the first one goes live. A launch with a backlog lets you publish on a steady schedule while you find your footing, instead of scrambling to record the next one.

Record a trailer

A short trailer, around one to two minutes, explains the show to people who've never heard it. Use it to tell new listeners what they'll get and why it's worth their time.

Submit to directories

Submit your feed to Apple Podcasts, Spotify, and the other major directories before launch day. Approval can take a few days, so submit early. Check that the title, description, cover, and category are right before you hit publish, since changing them later can take time to show up.

Plan the launch week

Decide how to release

You can release the first episode alone, or release two or three at once so new listeners can binge. Releasing several at once gives people more to hear in the first week, but it means you'll have fewer episodes ready for the weeks that follow.

Prepare the show notes

Each episode needs a short description, a list of links, and the name of any guest. Good show notes help directories show your episodes properly and help listeners find them later through search.

Share in the places you already are

Post the trailer and a short clip on your social accounts, and tell people you already talk to: friends, colleagues, newsletter readers, and online communities where the show's topic is discussed. Ask them to listen, and to leave a rating or review if they enjoy it.

Reach out to guests and other shows

Invite a few guests to appear in the first month, and ask them to share the episode with their audience. Look for other podcasts in your niche and see whether you can appear as a guest, which brings listeners from a show that already has them.

Build a waitlist before you launch

A waitlist gives you people to tell on launch day, before the first download. Downloads show who listened once. A waitlist shows who wants to hear the next one, and it gives you a direct way to reach them when you need to.

Open the waitlist before the trailer

Set up a simple waitlist page with the show name, a one-line description, and a box for an email address. Share the link in the trailer, the show notes, and your social bios, so people can sign up as soon as they hear about the show.

Give people a reason to sign up

People sign up when they get something specific. Offer early access to the first three episodes, a behind-the-scenes note from the host, or a vote on the first guest. Tell them exactly what they'll receive and when.

Use the list on launch day

Email the waitlist when the show goes live, with the trailer, the first episode, and the directory links. These are the listeners most likely to rate and share in the first week, so make the email easy to act on: one link, one clear ask.

Keep the list for the next season

A waitlist you keep after launch becomes the audience for every new season, live event, or guest announcement. Ask people to tell you what they want more of, and reply to the answers, since that's what keeps them on the list.

Keep going after launch

Stick to the schedule

The first month is about proving you'll show up. Publish on the same day each week, and tell listeners when the next episode arrives. Consistency does more for a new show than any single launch episode.

Read the numbers

Look at how many people finish each episode, not only how many start it. If listeners drop off early, the intro is probably too long. If they finish, the topic is working and you can plan more like it.

Ask for reviews

Ratings and reviews help people find a show. Ask listeners to leave one in the outro, and thank people who do. Reply to reviews where you can, since it shows new listeners that someone is paying attention.

Refine the format

After the first six to ten episodes, review what worked. Keep the segments people responded to, drop the ones that felt like work, and decide whether guests, solo episodes, or both suit the show.

A podcast launch is mostly preparation and consistency. Record ahead, open a waitlist before the trailer, publish on a schedule, and keep asking your early listeners to bring others with them.