Don't Build Your Podcast on Someone Else's Platform

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There's been a lot of conversation recently about changes to the big platforms.

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Spotify is testing a feature that makes it easier for some listeners to skip

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podcast ads, and YouTube is increasing the requirements for new creators who

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want to qualify for its partner program.

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And while these changes might affect you, there's a bigger lesson here.

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Don't build your entire podcast business on someone else's platform.

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Because you don't control Spotify, you don't control YouTube,

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and you don't control Apple Podcasts, TikTok, Instagram or whatever platform

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becomes the next big thing,

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because they can change their algorithms, they can change their monetisation

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rules and they can change how your content is discovered and there's not a lot you can do about it.

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So what can you control? The relationship with your audience.

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Give people a reason to visit your website. Offer a newsletter they actually

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want to read. Build a community.

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Give listeners a way to support your show directly. and make sure people know

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where they can find you outside of any one platform.

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Because while your podcast might be discovered on YouTube, or Spotify,

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or TikTok, you want that discovery to lead to something you actually control.

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Now this doesn't mean you should ignore the platforms, absolutely use them.

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They're fantastic tools for discovery and growth.

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Just don't make one of them the entire foundation of your podcast.

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Because while platforms can change the rules overnight, your audience relationship

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is something you build over time.

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So use the platforms. Take advantage of the opportunities they give you,

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but don't forget to build something that exists beyond them.

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Because you don't own Spotify, you

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don't own YouTube, but you can own the relationship with your audience.

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Until the next time, happy podcasting.