By Vipin Kanwal
If you’ve poured time and energy into your podcast, you already know that recording great episodes is just one piece of the puzzle. The bigger challenge? Getting people to actually find and listen. That’s where TikTok and Instagram come in — not as just “marketing platforms,” but as places where real communities gather around stories, creators, and conversations they care about.
I’ve worked with dozens of indie podcasters who thought social media wasn’t their thing — until they found out how a single 30-second clip could spike their downloads overnight. In this blog, I’m walking you through what actually works on TikTok and Instagram — based on real-world strategies, personal observations, and approaches that go beyond just “posting snippets” to show you how to grow your podcast.
Let’s dig in.
Using TikTok for Podcast Growth
TikTok might seem like just dance trends and lip-syncs at first glance, but I promise — it’s way more than that. For podcasters, it’s a goldmine for visibility, especially if you’re willing to experiment with short form content that fits the vibe of your show.
Post Moments That Feel Something
The most successful podcast clips on TikTok aren’t always the most polished — they’re the ones that feel real. Think raw laughter, unexpected opinions, or just a 20-second mic-drop quote. I like to suggest choosing clips that make you say: “If I saw this without context, I’d want to hear the rest.”
- Personal tip: I once helped a client clip a moment where the host shared a 10-second vulnerable story. It had no background music, no edits — but it got 120K views because people felt it.
Always Add Captions (but make them stylish)
A lot of people scroll TikTok on mute. Captions aren’t optional — they’re essential. Use animated or highlighted words to keep people hooked. Some creators even use emoji captions to match tone and speed.
Bonus: 100+ Captivating Podcast Name Ideas to Inspire Your Next Show
Hack the Algorithm (without feeling spammy)
- Be consistent, but not robotic. I recommend aiming for 3–4 times a week. If you miss a day, don’t stress — just show up regularly.
- Interact regularly: Like, reply, and follow other niche creators. It signals the algorithm that you’re active in your topic space.
- Try “niche stacking” hashtags: Instead of just #Podcast or #TrueCrime, combine niche-specific hashtags like #MillennialFinancePodcast or #RelationshipTalkClip.
Collaborate Creatively with TikTok Influencers
Forget cold DMs asking for “shoutouts.” Instead:
Give them something fun: early episode access, a funny audio clip to use, or even merch. Make it about them, not just about your show.
Find creators who vibe with your message — even if they’re small.
Offer to do a quick stitch or duet, or better yet, ask if you can record a reaction to one of their videos (and mention your podcast naturally in it).
Bonus: AI Podcast Clips Get 5x More Views and Shares—Here’s How
Effective Instagram Strategies for Podcasters
Instagram might not move as fast as TikTok, but that’s actually its strength. You get more breathing room to connect, comment, and build trust — especially through Stories, DMs, and posts that go deeper than just quick scrolls.
Turn Clips into Reels That Stick
I always tell podcasters this: If it worked on TikTok, there’s a good chance it’ll work on Instagram too — but tweak the format. Reels thrive on attention-grabbing intros, so don’t just auto-share your TikToks. Reframe them for your Instagram audience. That might mean adding a slightly longer caption, adjusting your aspect ratio, or pulling in a still for your cover image.
- Personal example: A podcast I follow reposted the same clip on both platforms. It did okay on TikTok, but on Instagram, they added a “Part 1” and teased a second half the next day. That strategy got double the growth.
Carousels Can Do What Clips Can’t
Sometimes, audio doesn’t capture the full story. That’s where Instagram carousels shine.
You can:
- Break down key insights from your episode
- Share quotes across slides
- Add photos of your guest or behind-the-scenes shots
Even if someone never hits play on the episode, you’re still sharing value — and staying memorable.
Make Stories Feel Personal, Not Promotional
This one’s huge. Don’t just use Stories to say “New episode out!” Instead:
- Ask questions related to your latest topic
- Run polls (people love giving their opinion, even if it’s just “Agree/Disagree”)
- Show clips of you editing, setting up gear, or even bloopers
Your followers are way more likely to tune in if they’ve seen the real you in your Stories.
Integrating TikTok and Instagram for Maximum Impact
Here’s the part most podcasters skip — tying your TikTok and Instagram together so they feed each other. And no, I don’t mean just reposting the same stuff on both platforms.
Here’s what I’ve seen work better:
Let Each Platform Tease the Other
Post a TikTok clip and say, “The full behind-the-scenes is in my IG Stories.” Or share a Reel and point people to TikTok for a different guest moment or extended version.
Now you’ve got people following both accounts — and they’re seeing your content more than once, in different forms. That’s how you stay top of mind.
Use One Recording Session, Create Multiple Formats
Let’s say you record a 5-minute highlight reel for your podcast. With a little planning:
- You can pull a 30-second “hot take” clip for TikTok
- Use a still image and quote for an Instagram post
- Edit a carousel breaking down the guest’s tip into “3 steps”
- Repost a short teaser as an Instagram Story with a poll or question
One episode → four types of content → two platforms. And none of it feels like spam.
Consistency Doesn’t Mean Sameness
Even if your core message is the same, make each platform feel slightly different in tone. TikTok can be looser, off-the-cuff. Instagram might be more curated, but also more community-driven. You want people to follow both — and feel like they’re getting something unique on each.
Measuring What Works (Without Obsessing Over Vanity Metrics)
Okay, real talk: it’s way too easy to fall into the numbers trap. I’ve been there — refreshing views, checking likes, wondering why something didn’t “blow up.” But if you’re a podcaster, those numbers don’t always tell the full story.
Here’s what I try to focus on instead:
Save > Like > View
I started noticing something interesting with Reels and TikToks — the clips that didn’t get a ton of likes sometimes had the most saves. And you know what? That matters more.
When someone saves your post, they’re saying:
“I want to come back to this.”
That means the content stuck. That’s gold, especially when your goal is long-term listeners.
Comments and DMs Tell the Real Story
If someone takes the time to leave a thoughtful comment or message you saying, “This part really hit,” that’s way more powerful than a viral moment.
I worked with a podcaster whose clips averaged maybe 800–1,000 views. But they kept getting DMs from new listeners who found them through a single reel. That’s the stuff that grows a loyal audience.
Watch for Trends, Not Flukes
It’s tempting to label something a “win” if it spikes. But I’ve found it’s better to track patterns over 4–6 weeks. Is a certain topic getting more engagement? Do short clips perform better than long ones? That’s where the learning (and growth) happens.
Keep your eye on the direction, not the dopamine.
Bonus: 5 Tips for Writing a Killer Podcast Description
Common Mistakes Podcasters Make on Social Media
It’s hard to watch great podcasts lose momentum on social media, but the truth is, most of these issues can be fixed with just a few simple adjustments.
Mistake 1: Making Everything a Promo
If your Instagram or TikTok feed is just “New episode out now!” over and over — you’re missing the point. Social media isn’t just a billboard. It’s where people go to hang out.
Instead of pushing the episode, tease a question from it. Or share a guest quote without context and let curiosity do the work.
Mistake 2: Not Adapting Content for the Platforms
A 90-second video with no captions and no strong opening might be fine for your podcast, but it’s just another swipe on TikTok.
Every social platform has its own feel. What works on TikTok may need a different approach for Instagram Reels, and vice versa. I always ask myself:
“Is this interesting enough to make someone stop and watch?”
If it’s not, I go back and adjust the content to better match the platform’s style and audience.
Mistake 3: Posting Without a Plan
You don’t need a 30-day content calendar (unless that helps you), but having a loose rhythm makes a difference.
A simple mix like this works:
- 1 clip from your latest episode
- 1 post that’s a takeaway or lesson
- 1 personal or behind-the-scenes post
- 1 post aimed at audience participation (poll, question, etc.)
That way, you’re not just posting — you’re building a presence people want to follow.
Real-Life Podcasters Who Are Doing This Well
You don’t need a massive production budget or a viral clip to start growing. Some of the best podcasters I’ve seen are doing it through consistency, storytelling, and being unapologetically themselves on social media.
Here are a few that really stand out:
Elyse Myers – Funny Candid Storytelling
Elyse’s podcast Funny Cuz It’s True is an extension of what made her blow up on TikTok in the first place — awkward, relatable life stories. She shares clips of her podcast with the same raw, hilarious tone, often framed like a casual storytime. It works because she keeps it human. No need for flashy effects — it’s all about genuine moments, relatability, and making a genuine connection with your audience.
Jay Shetty – Purpose-Driven & Professional
His podcast On Purpose uses highly polished short clips with subtitles, clear titles, and emotionally resonant quotes from guests. Jay’s content works because it’s rooted in intention — he knows his audience wants clarity, insight, and heart. His social media is a reflection of that tone, and it’s helped him grow beyond podcasting into books, tours, and partnerships.
Emma Chamberlain – Casual but Thoughtful
Emma’s Anything Goes podcast often dives into personal thoughts, life questions, and culture. Her approach to social content? Understated and minimalist — just a visual, a soundbite, or a line of text. It doesn’t scream “promo,” and that’s why people listen. It feels like a friend letting you in on a quiet moment.
Andrew Huberman – Science with a Hook
The Huberman Lab podcast can get pretty technical, but Andrew’s team is smart about slicing it into digestible reels. Each clip is a self-contained insight — “Why light affects your sleep” or “How caffeine really works.” Even if you’ve never listened to the full podcast, you’ll walk away from a clip with something useful.
Alex Cooper – Unfiltered and Platform-Savvy
Call Her Daddy evolved from raw, chaotic energy to deep interviews — and the social content reflects that shift. Clips from guests like Hailey Bieber or John Mayer go viral, but even the solo episodes are chopped into punchy segments that speak directly to her audience’s curiosity or drama-loving side. She’s tuned into what people click.
These creators are different in style, niche, and production level — but they all get one thing right:
They know their audience and let their social media reflect that.
You don’t have to mimic their exact style — but you can learn from how they show up.
How To Make Podcast Clips for Tiktok & Instagram reels with Simplified
Step 1: Log in to Simplified
Visit Simplified and sign in to your account. If you’re new, you can easily create a free account.
Step 2: Access AI Viral Clips
From the dashboard, navigate to the Video & Podcasts section. Select AI Viral Clips to begin the repurposing process.
Step 3: Upload Your Podcast Video
Upload your podcast episode either by pasting a podcast video link or uploading a video file from your device. You can either choose from available templates or skip this step for manual customization.
Step 4: Set Language and Clip Preferences
Choose your preferred language for captions or transcription.
Set the optimal clip length based on the platform (TikTok: 15-60 seconds, Instagram: 15-30 seconds for Stories/Reels, under 60 seconds for feed posts).
Step 5: Generate Clips
Once your preferences are set, click Generate Clips. The AI will process your video and automatically divide it into short clips, highlighting key moments.
If you want to fine-tune the segments, use the Create Custom Clips option to manually adjust.
Step 6: Review and Share/Download
Preview the generated clips and make any necessary adjustments. When satisfied, you can Download or Share directly to TikTok and Instagram.
These simple steps allow you to create engaging podcast clips for TikTok and Instagram easily, saving you time and help you to grow your podcast audience.
Final Thoughts
At the end of the day, growing your podcast through platforms like TikTok and Instagram comes down to a few simple but powerful actions: consistency, authenticity, and knowing your audience. These platforms are like stages for your podcast, and each post, video, or reel is an opportunity to connect with someone new, make them feel seen, and offer them value.
And don’t get caught up in thinking you need to be perfect. Social media is about real people. When you share clips from your podcast or behind-the-scenes moments, you’re not just promoting your episodes — you’re giving your audience a glimpse into the person behind the mic. That’s what makes them want to listen.
Remember, you don’t need to be a viral sensation like some of the biggest names out there. Just focus on creating content that feels authentic to you. Even if your reach starts small, every post is a step toward building a loyal, engaged community that actually wants to hear what you have to say.
So, whether you’re just starting out or already have a few episodes under your belt, my advice is to dive into TikTok and Instagram with your own style. Keep experimenting, stay true to what makes your podcast special, and always measure what’s working (and what’s not). The best part? You get to grow alongside your community.
