Episode 325 | Insider Secrets to a Top 100 Podcast | Courtney Elmer

0:02 - Why Posting on Social Media Won’t Grow Your Podcast (And What to Do Instead)
1:42 - Why Guesting on Big Podcasts Won’t Magically Bring You Listeners
4:25 - The Real Reason Your Podcast Isn’t Growing (That Has Nothing to Do
With Promotion)
7:16 - The 3 Podcast Growth Triggers That Actually Bring in New Listeners
12:28 - How to Get Your Podcast Discovered Without Spending Extra Time or Money

Can’t Break 200 Downloads? Let’s Fix That

You’ve done everything they tell you to do.

You’ve been posting about your podcast everywhere. You’ve guested on other shows. You’ve stayed consistent—week after week.

And yet, your downloads are still stuck under 100 downloads an episode.

At this point, it’s not just frustrating—it’s infuriating. You’re following the advice the experts swear by: post on social media, bring on big-name guests, keep showing up. 

But here’s what they don’t tell you: none of that works if the right foundation isn’t in place.

So in this post, we’re tearing down the biggest myths about podcast growth and exposing what actually brings in more listeners—so you can finally build the kind of audience that makes your podcast worth the time you’re putting into it.

Why Posting on Social Media Won’t Grow Your Podcast (And What to Do Instead)

You’re posting episode graphics, pulling quotes, even filming yourself while recording and sharing clips from your episodes to social media. But the only people engaging are the same ones who always do.

You tell yourself, Maybe I just need to post more. Maybe I need better captions. Maybe I need to start using Reels or Threads or whatever new platform everyone’s hyping up.

But no matter how much you tweak your approach (or change your platform), your podcast still isn’t growing.

Here’s why: social media isn’t designed to send people to your podcast. It’s designed to keep them on the platform. That’s the game you’re playing, against an algorithm that’s built to keep users scrolling—not move them somewhere else.

The real problem? You’re talking to the same people, over and over. And if they were going to listen to your podcast, they already would have. 

Sure, you might get a few likes and comments. But be honest—has that ever translated into a surge of new listeners?

Podcast growth doesn’t come from reminding your followers that your podcast exists. Podcast growth happens when people who don’t know you yet—but need what you offer—can find you.

So instead of wasting time on posts that feel productive but do nothing for your downloads, ask yourself:

• Can someone who has never heard of me find my podcast today?
• If a brand-new listener lands on my show, will they instantly know why they should listen?

If not, social media isn’t the issue—your podcast isn’t positioned to be discovered. And that’s what we need to fix.

Why Guesting on Big Podcasts Won’t Magically Bring You Listeners

You finally land the guest spot you’ve been waiting for—on a podcast with a massive audience. You show up, deliver your best insights, and the episode goes live.

And then… nothing changes.

No flood of new listeners. No spike in subscribers. Just the same download count staring back at you.

Here’s why: guesting on big podcasts doesn’t guarantee growth. Because listening to someone once doesn’t create loyalty. (After all, how many guests have you heard on your favorite podcasts that you never followed? Exactly.)

Listeners don’t subscribe just because you answered questions for thirty minutes. They subscribe because you made them care—because your message was so clear, so compelling, they had no choice but to hit follow.

And that only happens if your podcast is already positioned to hook new listeners by giving them something they can’t get anywhere else.

The same is true when you bring big-name guests onto your own show.

You might think, If I land a well-known guest, their audience will listen to my podcast. But the bigger the guest, the less likely they are to share your episode.

To you, this interview feels huge. To them, it’s one of countless interviews they’ve done this month—just another conversation in a long list of obligations. Even if they do share it, their audience isn’t coming to discover you—they’re coming for the guest they already trust.

Sure, they might press play—if they see the post, if the algorithm decides to show it to them, and if they haven’t already heard that guest talk about the same topic a dozen times. 

But if your podcast doesn’t immediately give them a reason to stay, they won’t convert into a subscriber.

So before you chase another guest spot or big interview, ask yourself:

• If a brand-new listener lands on my show, do they instantly know why it’s worth their time?
• Is my podcast positioned to turn a casual listener into a subscriber?
• Am I giving people a clear reason to stay—beyond just who I interview?

Because podcast growth is not just about getting in front of more people. It’s also about making those people want to stick around.

The Real Reason Your Podcast Isn’t Growing (That Has Nothing to Do With Promotion)

At this point, we’ve dismantled two of the biggest podcast growth myths—social media won’t grow your audience, and neither will guesting or bringing in big-name guests unless your show is already set up to capture and keep new listeners.

So the real question is: What actually makes people hit "Follow" and stick around?

Because growth isn’t just about getting in front of new listeners. It’s about keeping them. And that’s where most podcasters go wrong.

They assume that if they can just get more exposure—more shares, more guest spots, more eyeballs on their podcast—their audience will grow. But exposure alone doesn’t create traction. 

Think about the last time you searched for a new podcast. You saw the name, maybe read the description, skimmed an episode title, and decided in seconds whether or not to listen.

That’s exactly what your potential listeners are doing, too.

New listeners don’t stick around just because they found your show. They stay because your show instantly tells them why they should.

And that doesn’t happen by accident.

The 3 Podcast Growth Triggers That Actually Bring in New Listeners

When a new listener finds your show, they’re subconsciously asking themselves three things:

1. Is this for me? – Does this podcast solve a problem I have or speak to something I care about?
2. Is it different from everything else out there? – Why this show, when there are thousands like it?
3. Is it worth my time? – Can I trust that this show will deliver value every time I hit play?

If your podcast doesn’t answer these questions instantly, new listeners move on—without ever giving it a chance.

Most podcasts fail at this.

They have generic messaging. Their descriptions sound like every other show in their niche. Their episodes don’t give listeners a clear reason to keep coming back. 

And when your podcast isn’t positioned to attract and retain listeners from the second they discover it, no amount of promotion will fix that.

So before you focus on discovery, you have to ask:

• Does my podcast immediately communicate why someone should listen?
• Is it different enough to stand out in a crowded space?
• Am I giving people a clear reason to come back, episode after episode?

Because growth isn’t just about getting found. It’s about becoming a podcast people want to listen to—and can’t ignore. And once you have that foundation? That’s when the right discovery strategies actually work.

How to Get Your Podcast Discovered Without Spending Extra Time or Money

At this point, you know podcast growth isn’t just about getting found—it’s about becoming a podcast people want to listen to. But once you’ve nailed that, how do you actually get your podcast in front of the right listeners?

Because even the best podcast in the world won’t grow if no one can find it.

Most podcasters assume that promotion is the key to growth. But if exposure alone worked, every podcast with a viral TikTok would have a top-ranked show. They don’t. Because exposure doesn’t mean anything unless your show is already designed to hook new listeners.

When your podcast is positioned for growth, discovery stops feeling like an uphill battle. Instead of desperately trying to drive traffic, new listeners start finding you.

Here’s how to help them do it:

1. Podcast SEO: Getting Found by Listeners Who Are Already Searching
   

   Most podcasters think growth is about creating better content. But the reality? Content only matters if people can find it.

   Over 54% of podcast listeners find new shows by searching first. That means if your show isn’t optimized for search—through your title, description, and episode names—you’re invisible to thousands of people actively looking for content like yours. 

   Think about it. When was the last time you searched for a podcast? You likely typed in a specific topic, question, or keyword. If your podcast isn’t showing up in those searches, you don’t exist.

   When your podcast shows up when people search for topics they care about, you’re no longer chasing listeners. They’re finding you.

2. Being Recommendable: The Undeniably Reliable Form of Podcast Discovery
   
   What’s the fastest way to grow a podcast? Word of mouth. It’s responsible for 33.5% of all podcast discovery. And listeners trust recommendations 7x more than any other form of marketing.

   But here’s the problem: most podcasts aren’t recommendable.

   Think about it—when’s the last time you told a friend, You have to listen to this podcast? You only recommend shows when:

   • They’re easy to describe. If you can’t explain what a podcast is about in a sentence, no one else can either.
   • They solve a specific problem or hit a nerve. Shows that speak to a real need get shared.
   • They’re worth talking about. If your podcast delivers surprising insights, bold opinions, or transformative moments, people naturally share it.

   Want proof? Just look at the biggest podcasts in your niche. They’re not the best-kept secrets—they’re the most talked about.

3.  Charting: The Growth Loop That Fuels Itself

Podcast charts aren’t just a vanity metric. They’re visibility on autopilot.

When your show ranks, it gets surfaced to thousands of new listeners actively browsing for their next favorite podcast. But most podcasters misunderstand how charting works.

Every play, review, and repeat listener signals to the algorithm that your show deserves more visibility. And here’s why that matters: charting isn’t just a reflection of growth—it’s a growth engine of itself.

The more listeners you keep, the more your podcast ranks. The more your podcast ranks, the more listeners find you. The more listeners find you, the higher your rankings climb.

More visibility → More listeners → More engagement → Higher rankings → More visibility.

But here’s the catch: if your show isn’t built to keep listeners, charting won’t matter. Listeners might find you, but if your podcast doesn’t instantly show them why it’s worth their time, they won’t hit play.

But when your podcast is structured to turn new listeners into loyal followers? Every new chart ranking creates more momentum without you having to chase down listeners one by one.

Stop Doing More—Start Doing What Actually Works

If your podcast is stuck under 100 downloads, posting more, promoting harder, or hoping for a viral moment won’t fix it. What will? Positioning your podcast so listeners want to stay—and making it easy for new listeners to find you.

Once you’ve got that? Every marketing effort works 10x better.

So before you spend another hour trying to “get more exposure,” ask yourself:

• Can my ideal listener find my podcast today?
• If they do, will they instantly know why it’s for them?
• Is my podcast worth recommending?

Because podcast growth isn’t about trying harder. It’s about setting your podcast up to win.

And when you have the right strategy, growth becomes repeatable. That’s why inside PodLaunch®, we help podcasters like you build a proven audience growth system—so instead of chasing listeners, they start coming to you. 

So when you’re ready to turn your podcast into a show listeners can’t ignore, book a free strategy call. Let’s find out if you're a fit for PodLaunch®.

And if you want weekly growth strategies to help you dominate the competition, attract more listeners, and turn them into revenue, hit ‘Follow’ on Insider Secrets to a Top 100 Podcast in your favorite podcast app.

Up Next:

PodLaunch® graduate Jen Edmonds was stuck in the same cycle—booking guests last minute, scrambling to release episodes, and promoting nonstop with nothing to show for it. Sound familiar?

The fix? A streamlined podcast strategy that turned her show into an audience growth engine. And in the next episode, we’re breaking down the exact shifts Jen made, what happens when you treat your podcast like an asset instead of an afterthought, and the podcast systems you need to actually drive results.

So if you're tired of your podcast feeling like a full-time job with no paycheck, hit play and let's dive in.