What is Cross-Promotion?
Cross-promotion is when podcasters promote each other's shows to their audiences—through ad swaps, guest appearances, mutual recommendations, or collaborative episodes. It's one of the most effective free growth strategies in podcasting.
Cross-Promotion Types
| Type | Description | Effort |
|---|---|---|
| Ad swaps | Trade promo spots | Low |
| Guest appearances | Appear on each other's shows | Medium |
| Episode mentions | Recommend in episodes | Low |
| Social sharing | Share each other's content | Low |
| Collaborative episodes | Co-produce content | High |
| Feed drops | Share episode in your feed | Medium |
Finding Cross-Promotion Partners
| Criteria | Why It Matters |
|---|---|
| Similar audience | Your listeners would enjoy their show |
| Similar size | Fair value exchange |
| Non-competing | Complementary, not direct competition |
| Quality alignment | Their quality reflects on you |
| Compatible values | Brand safety |
Cross-Promotion Mechanics
Ad swap structure:
Show A runs 30-60 second promo for Show B
Show B runs 30-60 second promo for Show A
Both benefit from exposure to new audiences
Guest appearance benefits:
- Introduction to new audience
- Content for both shows
- Relationship building
- Cross-linking opportunities
Measuring Cross-Promotion Success
| Metric | How to Track |
|---|---|
| Promo code usage | Unique codes per partner |
| Referral links | UTM parameters |
| Listener surveys | "How did you find us?" |
| Download spikes | Correlation with promo timing |
| Social mentions | New follows from partner's audience |
Why It Matters
Cross-promotion exposes your show to listeners who already consume podcasts. These are pre-qualified prospects who understand the medium and have established listening habits.
Why cross-promotion works:
-
Audience quality: Podcast listeners → more likely to become podcast listeners.
-
Trust transfer: Recommendation from a trusted host carries weight.
-
Zero cost: No advertising spend required.
-
Mutual benefit: Both shows grow together.
-
Relationship building: Creates network and community.
Cross-promotion economics:
| Growth Strategy | Cost | Audience Quality |
|---|---|---|
| Paid advertising | $$$ | Varies |
| Social media | Time | General |
| Cross-promotion | Free (mutual) | Pre-qualified |
| SEO | Time | High intent |
| Chart features | Luck | Varies |
The network effect:
Show A → promotes → Show B
Show B → promotes → Show C
Show C → promotes → Show A
All three shows grow together
Finding partners:
- Podcast communities (Reddit, Discord)
- Twitter/podcast social media
- Podcast conferences
- Direct outreach to shows you admire
- Cross-promotion networks (Podmatch, etc.)
Quality over quantity: One cross-promotion with a well-matched show beats ten promotions to mismatched audiences.