Dear future/ up and coming podcasters, so you have just launched your podcast and released a couple of episodes; you’ve made it. Now that you are done with coming up with what your podcast is going to be about, recording and uploading some episodes, and gaining an audience, you are ready to start thinking about sponsorships.
So, how can you get your podcast sponsored?
First, you must have enough episode downloads per month. Usually, a minimum of three thousand downloads per episode or a minimum of five hundred downloads per episode for a niched podcast is what you must have. Next, you should think about how you are going to find a sponsor, then begin searching for one.
To learn about how you can get your podcast, continue reading this blog post. I will talk about three different methods that you can use to get sponsors, how to search fora podcast yourself, and how much you can expect to earn from a sponsorship.
How to get your podcast sponsored?
Before you start thinking of the different methods that you can use to get your podcast sponsored, you have a minus amount of listens that each episode gets during its first month of release.
Sometimes, sponsors won’t be interested in sponsoring your podcast if your episodes are not getting the minimum amount of listens within a month of their release dates.
But, what are these minimums that I am talking about?
Usually, your podcast should be getting at least three thousand listens (3K listens) per episode within the first thirty days ( 30 days) of its release date.
However, if you are running a podcast that focuses on a specific niche and you have a very passionate and highly engaged audience, the minimum amount of listens is dropped to about five hundred listens (500 listens) per episode within the first thirty days ( 30 days) of its release date.
But in that case, you will have to find a sponsor that offers products and services that line up with your podcast’s niche.
If you find the perfect sponsor, you will be better off getting paid a flat fee or on a commission basis instead of getting paid via the CPM model ( cost per mille/ cost per thousand listens).
I will be discussing different payment models that most sponsorships follow in the podcasting world later on in this blog post.
Now that you the minimum amount of listens that your episodes should be getting during their first month of release date, let us talk about three different methods that you can use to get your podcast sponsored. These three methods are the following:
- Via Sponsorship Agencies
- Using Media Hosting
- By searching for one yourself ( Going Solo)
Via Sponsorship Agencies
A sponsorship agency is an agency that is going to find sponsors that suit you and your podcast best. Of course, cause these agencies are offering you and the sponsor with a service, they have to earn some money for their work.
No, they won’t ask you to pay a specific fee upfront for their services; however, they are going take a significant cut off of your earnings. Usually, these kinds of agencies require you to have a podcast that relieves a minimum of three thousand listens (3k listens) per episode per month.
However, the minimum amount of listens per episode per month varies from one category to the next. A sponsorship agency that offers that kind of tailored service is Midroll.
What is Midroll?
It is a sponsorship agency that is a sticker company, which is a podcasting platform.
We love podcasts, and we want podcasters to succeed by earning income with their shows. We do this by matching them with great advertisers who understand the unique benefits offered by podcast ads.
Midroll was born from the recognition that great hosts thrive when they can focus on their shows, and advertisers benefit when they can work with a professional sales team. We started with the top-notch shows on the Earwolf network, and quickly grew from there.– Midroll
They have more than two hundred companies that purchase podcasts via them. Some of these companies are HBO, Make A Wish, TOYOTA, Dunkin’ Donuts, SquareSpace, FedEx, T Mobile, Audible, and All State!
If you do not want to search for a sponsorship yourself or you do not want to waste your time doing so, then getting sponsored through a sponsorship agency like Midroll is an excellent way of doing so.
Using Media Hosting
This probably one of the easiest methods that you can use to get your podcast sponsored. All you have to is allow your podcast hosting site to take the wheel and take care of it. The majority of podcast hosting site provides this type of service, like BluBrry, Libsyn, Anchor Fm, and so much more.
Did you know that some podcast hosting sites offer you free podcasting hosting plans if you move your podcast to their podcast hosting site and give them the green lights to let them manage your sponsorships?
Acast is one of these podcast hosting sites. They will search for sponsors, insert the sponsorship into your episode, and send you your earnings. Of course, they will take a significant cut of the sponsor’s payment since they have provided you with such premium services.
A downside to these services, in my opinion, is the fact that add radio-style ads to your episode. These kinds of advertisements are usually promoting products and services that your listeners might not be interested in.
These types of advertisements are often very jarring and annoying to listeners. You can learn more about the different typed of advertising and why the radio-style ad is not the best thing for your podcast by reading my How Do Podcasts Make Money blog post.
To be able to join Acasts, your podcast must be receiving at least a few thousand listens per episode per month. Many podcasts get rejected if they are not getting enough listens, so do not let that bring you down.
Podcast hosting sites like Libsyn and Blubrry provide their sponsorship services for podcasters who have smaller audiences. So, when there’s a will, there’s a way.
Actually, there are more podcast hosting sites that can provide you with these services as well, so make sure you check out my How to Choose the Best Podcast Hosting Site blog post to learn about the perks that each podcast hosting site provides.
If you need help with choosing the perfect podcast hosting site for you, then feel free to check out my recommendations for the best podcast hosting sites.
By searching for one yourself ( Going Solo)
Impossible is nothing, so yeah, you can fly solo and get your podcast sponsored all on your own.
You are in control, which means you get to choose which sponsorships you could potentially get, decide where to insert them, and do that organically, and you do not have to get anyone a cut of your money!
You get to actually build a professional business relationship with your sponsors, network, and be able to offer and receive more valuable business transactions.
I have seen one podcaster talk about he created a bundle for a particular sponsor that included mentioning them on social media and in their newsletter for a higher price tag.
So by searching for your own sponsor and negotiating with them yourself, you are most likely going to get a better offer. Most importantly, though, you will able only to accept sponsorships that offer your audience something valuable and related to what they are interested in.
How to find sponsors yourself?
One of the best ways that you can use to find the perfect sponsor for your podcast is to search for companies that sell products and services related to what your podcast is about, aka, your podcast’s niche.
Google is your best friend.
Sometimes, all it takes is a good old Google search to find what you are looking for. Just google a keyword that is related to your podcast’s niches, and advertisements will pop up on your search results.
This means that there are companies that are purchasing ad slots that target people who are interested in that particular niche.
You can do the same thing, but on Facebook and take a look at the ads that appear on your timeline. Collect all of these company’s names and email them.
Another thing that you can do is see what kind of sponsors and which sponsors are sponsoring other podcasts that are in the same podcasting category as you and contact them.
How much can you expect to earn from sponsorships?
Before we talk about numbers, let us first understand on what bases you are getting paid. Typically, there are three major ways used by sponsors to pay the podcasters for the sponsorship.
These three pricing models are the following:
- Cost per acquisition (CPA)
- Cost per Mille (CPM)
- Negotiating a price with the sponsor
The first pricing model is (CPA); aka, Cost per Acquisition (CPA)
This is a pricing model where the sponsor pays the podcaster a particular amount of money or a specific percentage for every acquired customer. This is the typical pricing model used in what is known as affiliate sponsorships.
The second pricing model is (CPM): aka, Cost per Mille
This is a very popular pricing model where the sponsor pays the podcaster a particular amount of money for every mille or every one thousand listens or downloads. On average, the CPM for a podcast is about twenty-four dollars ( 24 dollars).
There are three ad slots for podcast sponsorships are:
- Pre-Roll: This ad slot is usually fifteen seconds (15 seconds) long. The CPM or cost per thousand listens for this ad roll is ab eighteen dollars ( 18 dollars).
- Mid-Roll: This ad slot is typically sixty seconds (60 seconds) long. The CPM or cost per thousand listens for this ad roll is twenty-five dollars ( 25 dollars).
- Post-Roll: This ad slot is typically fifteen seconds long. The CPM or cost per thousand listens for this ad roll is ten dollars ( ten dollars).
Right now, the Industry Standard for podcast sponsorship is offering the sponsor to ad slots in your episode. Typically, it the pre-roll ad slot and the mid-roll ad slot.
The pre-roll ad slot is fifteen seconds ( 15 sec) long, while the mid-roll ad slot is sixty seconds ( 60 sec) long.
Let us assume that your podcast gets about three thousand and five hundred listens ( 3.5K listens) per episode within its first four weeks of its release date.
In total, you can expect to earn one hundred and fifty dollars and fifty cents (150.50 dollars) per episode if it gets three thousand and five hundred listens (3.5K listens) according to the Industry Standard for podcast sponsorship.
Here is the breakdown of that:
18 x 3.5 (because you are getting three thousand and five hundred listens “3.5K listens”): So, you will be earning sixty-three dollars “63 dollars” for the pre-roll ad slot.
25 x 3.5 (because you are getting three thousand and five hundred listens “3.5K listens”): So, you will be earning eighty-seven dollars and fifty cents “87.5 dollars” for the mid-roll ad slot.
If you release new episodes on a bi-weekly basis, then you make around three hundred dollars ( 300 dollars).
If you release a new episode on a weekly basis, then you can make around six hundred dollars (600 dollars) per month, which is like having a part-time job or a side hustle payout.
Now, you can easily double these numbers by getting each of your episodes sponsored by two different sponsors.
This means that if you are releasing new episodes on a bi-weekly basis, then you are going to earn around six hundred dollars (600 dollars) per month.
And, if you are releasing a new episode on a weekly basis, then you are going to make around one thousand and two hundred dollars ($1200) per month!
Of course, these rates are just the standards. Some people have higher CPMs, while others have lower CPMs.
The third pricing model is just to negotiate a price with the sponsor
This is a great pricing model for podcaster who runs a niche podcast that usually has at least five hundred listeners per episode within its first thirty days.
Because the audience is passionate and highly engaged, you can negotiate a flat fee per episode per month with a sponsor that offers products and services that are in the same niche as your podcast.
You can come up with an offer and negotiate with them the price. From what I have seen, the prices offer range between one hundred and fifty to three hundred dollars (150- 300 dollars) per episode.
How Do Podcasts Make Money?
There are a variety of ways for podcasters to make money off of their podcasts. Five of them include the following:
- Getting their podcast sponsored
- Selling your own services or products
- Selling merch
- Using Affiliate links
- Starting a Patreon page
You can learn more about each method by reading my How Do Podcasts Make Money blog post.
How to Make A Podcast Unique
Things like what niche is your podcast in, what’s its format, what you bring to the table, and your podcast’s production quality are elements that can male your podcast stand out.
If you are interested in making your podcast stand out from the crowd, then make sure you check out my How to Make A Podcast Unique blog post.
Do Podcast Guests Get Paid?
Typically, podcast guests do not get paid because this is a mutualistic exchange, and these sorts of exchanges do not always directly involve money. The guests gain benefits like promoting their latest book, course, product, and service, as well as growing their audience through such exchanges.
Understand why podcast guests do not usually get paid for coming on your podcast by clicking here.
How to Promote Your Podcast?
The sky is the limit when it comes to promoting podcasts, but two of the best methods to bePat Flynn’s Ninja podcast marketing strategy and running ads on podcasts that are in the same podcasting category as you, which you can do using the Overcast app.
Learning how to promote your podcast could help you gain more subscribers and help you grow your audience. To learn how you can do that, make sure you read my How to Promote Your Podcast blog post.
That’s it for today’s post. You should now know how to get your podcast sponsored. In my opinion, doing it solo is the best way to go, but it is all up to you. You know three different methods to get your podcast sponsored, so choose what suits you best.
If you have any questions related to how to get your podcast sponsored, then feel free to email me at firstname.lastname@example.org.
If you have recently got your podcast sponsored for the first time and you would like to share with us how that sort of business interaction has occurred, then feel free to email me at email@example.com.
I will share that information in one of my upcoming blog posts and give your podcast a shoutout.
- How to Get Your First Podcast Sponsorship
- Podcast Sponsorships: The Ultimate Guide
- How Do Podcasts Make Money?
- How Do Podcasts Make Money: Sponsorships
- How Do Podcasts Make Money in 2019? Here Are 8 Intriguing Ways
Till next time,