You are starting to get your first listens, so it’s time to take a closer look at your audience and anal You tell yourself that, somewhere in the world, someone is listening to you. And while it is, at first glance, quite difficult to imagine what your listeners might be like, there are tools and techniques that make it easier for you to analyze your audience.
When you start podcasting, it’s not always easy to know what to monitor or analyze. 🤔 While the number of listeners is, of course, a very interesting indicator that must be followed carefully, there are many others that allow you to know your audience well. And by knowing your audience inside and out, I guarantee you will gain listeners. 🚀
It’s a virtuous circle and I’ll explain why in this article! 🤓
How to analyze the audience of your podcast?
- Define a listener persona
- Compare your episodes to each other
- Analyze their completion rate
- Monitor your Apple Podcasts ranking
- Study the origin of your downloads
- Track your average listeners
Why analyze your podcast ?
It’s a motivation boost 🥳
Let’s be honest, creating a podcast and keeping it on the long term, that stuff is hard. First of all because it requires a lot of time and energy and also because sometimes we don’t see the expected results right away. 😫
At least, that’s what we think! And yes, if your goal is to reach 5000 downloads in the first month, you will be disappointed. So you will probably lose your motivation along the way.
However, by analyzing your podcast, you will be able to see the evolution of your work and you will be able to measure your success day after day. 💪 And when you realize that hard work pays off, your motivation will skyrocket! This I can assure you.
It’s a good way to know your audience in detail 🥰
Thanks to the statistics of your host and the demographic and qualitative data you can collect, you will gradually get to know your audience by heart. You will know the themes they like, the format they prefer, the channels they use to contact you, etc.
All this data is a real gold mine for you as a podcaster. Thanks to this data, you will be able to adapt your content and offer your listeners higher quality episodes that will have a real added value. 🚀
The more your content is enjoyed by your audience, the more they will talk about it and the more you will gain listeners!
First step: define your listener persona
Rather than simply looking at the numbers and going headlong into analyzing your statistics, take the time to define WHO your audience is. 🥸 You will learn much more by having a clear picture of your audience (likes, dislikes, podcast consumption habits, etc.) than by monitoring a graph with numbers that are sometimes abstract. 🤔
Remember that the most important thing in communication, regardless of product you want to sell or advertise, is to know your target. Who will buy your latest all electric car? Who will buy your 100% organic detox juice? So, back to your podcast, who is it addressed to?😀
Focusing on your core target audience does not mean abandoning everyone else.
Focusing on your core target audience doesn’t mean abandoning everyone else. And it doesn’t mean that you’ll get less downloads either. On the contrary, it means that you will know your most loyal listeners so well that it will be easier for you to produce content that they like and for which they can recommend you. 👄👂
At Ausha, we call this step: the definition of a listener persona, i.e. a typical listener who gathers all the common features of your audience.
To build your listener persona, you need to ask yourself 7 questions:
- Who is the listener I want to address?
- What motivates them to listen to your podcast?
- What are their barriers to listening to your podcast?
- What other content does my listener consume?
- What is your persona’s typical day?
- What is their use of communication channels?
- What are the possible contact points?
The Ausha tip: Visually represent your listener persona in a card, this will help you to imagine your communication plan. I have prepared a template that you can download for free and adapt to your program.
Don’t compare yourself : track your own evolution
During the first moments of your podcast’s life, it’s very tempting to compare yourself to other podcasts. “Are my listeners good enough?”, “Do I have more listeners than so-and-so?”, “Is my podcast growing as fast as others?”, etc. Do you know all the little questions that go around in your head? Personally, I do… 🙈
What if I told you that comparing yourself to other podcasts is not the way to go? It’s even counterproductive. It is 1000x more interesting to compare your own data and measure your evolution. 📈
To do this, you can for example study the start of each of your episodes and notice an evolution. Ausha allows you to compare between 3 and 7 episodes at once and to follow their evolution at D+7, D+15, D+30 and D+90.
For our podcast Tips 🎺, for example, we gradually see that the start curve of each new episode we publish is higher and higher. That means more and more listeners are tuning in to our show. (And that makes our 💜 warm).
Analyze your completion rate and adapt
Completion rate is the average percentage of people who listen to an episode. This statistic is super interesting because it allows you to know at a glance if your listeners are listening to your podcast until the end. And therefore, if they appreciate the format. 😄
Keep in mind that a listening is counted from the first second of play (according to the ACPM institute) or from the first minute of play (according to the IAB institute). ⏰ Unless your episodes are only a few seconds long, it’s likely that your audience will continue to listen beyond the time their listening is counted. Good, but how far do they go?
In collaboration with the French listening platform Deezer 🇫🇷, Ausha allows you to find your completion rate directly in your manager space and to analyze it for downloads that come from Deezer only. You can also find the statistics on the analytics platforms for each app. (Spotify for Podcaster or PodcastsConnect.apple)
Regarding our podcast Tips 🎺, when analyzing the completion rate of our episodes, we realize that those that exceed 6 minutes are less listened to until the end than those that last less than 6 minutes. This is something we will take into account for our next episodes by making episodes shorter.
Keep an eye on your Apple Podcasts rating and score
A good way to analyze your podcast is to pay attention to the engagement your podcast gets on the Apple platform. 🍏 Because the more subscribers you get, the more likely you are to see your show climb in the rankings. And therefore, inevitably, the more your downloads will be high. 🚀
Depending on the category you’ve chosen for your podcast, your frequency of publication and the speed at which you release your episodes, your show can be more or less promoted in the Apple Podcasts rankings. You can follow your evolution from your Ausha manager, in the “Statistics” tab.
This is also where you can track the ratings and reviews that your audience leaves on the Apple Podcasts platform.
This more qualitative than quantitative data is very valuable to podcasters as it is one of the few channels where listeners can express themselves, give some love to the hosts of the podcasts they enjoy and suggest themes for future episodes. 🥰
In our podcast Tips 🎺 we always read a review from the Apple platform at the end of each episode. It’s a way to thank our engaged listeners, to value them, and to encourage others to leave reviews as well.
Investigate where your listeners are coming from
Your podcast host (like Ausha for example) also gives you a lot of quantitative data that you can analyze to know your target even better. 🎧
Among these data, there is:
- The sources of your listening by podcast directories: Apple Podcasts, Spotify, Deezer, Soundcloud, TuneIn, Podcastaddict, etc. You will know on which platform your podcast is most listened to.
- The sources of your downloads by device: computer, mobile, tablet, connected watch, etc.. This data gives you information about the device used to listen to your podcast.
- The sources of your downloads by operating system: iOS, Android, Windows etc.
Keep an eye on your downloads
I know… but still, I couldn’t not avoid talking about it. 🤭 After all that we have just said, your number of downloads remains an extremely important metric since it is the direct result of all your efforts. 💪
Obviously, the total number of downloads of a podcast is a bit like the North Star Metric ⭐ of all podcasters. But I really encourage you to keep track of your average monthly listen count. For example, you should know that from 5000 monthly downloads, you can activate the automatic monetization and start earning money with your podcast! 💰
This is the number that your potential sponsors will look at to see if they can invest in your podcast or not. Keep a close eye on its evolution.
Think of tracking your statistics as a game! Try to understand who your “opponents” (your audience) are, in order to seduce them and overcome all the obstacles that are in front of you! It’s up to you to play little ninja! 🐡