Can you convert social media followers to podcast listeners with Emma Edwards

Emma Edwards is the host of popular money psychology podcast, The Broke Generation. She is a financial behaviour specialist, committed to helping people “get good with money”. One of the best things about her approach to podcasting in this space, is that it’s free of financial jargon that makes it hard for the everyday person to connect with. She approached us a few years ago now to produce her podcast, and I’ve been so impressed with the quality of the content she provides and her ability to stay consistent.

With a following on Instagram of over 75K, I wanted to know how an audience of that size converts to podcast listeners. Research into social media behaviour tells us that a high portion of Gen-Z at least, find out about new podcasts from their social feeds. I was intrigued to find out whether this is for creators that I know.

It turns out that migrating your audience from one platform to another is no simple task. It requires a high level of consistency, a commitment to providing valuable content, creativity in how you let your social followers know about your podcast and acceptance that it won’t happen overnight.