161 | How To Diagnose When Your Podcasts Downloads Drop
Feb 20, 2024
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Learn about the factors affecting podcast downloads, the importance of marketing, and the impact of Apple's iOS 17 update on podcast metrics in this informative episode.
27:13
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Quick takeaways
Understanding seasonal trends and audience engagement can help podcasters not be discouraged by temporary dips in download numbers.
Rebranding or adjusting podcast focus can lead to temporary download decreases but attract a more specific audience; monitoring episode completion rates is crucial for audience engagement.
Deep dives
Check your expectations and seasonal trends
When your podcast numbers go down or don't meet your expectations, it's important to check your expectations and consider seasonal trends. Audience engagement can ebb and flow, and it's normal for download numbers to fluctuate. In the summer and during holidays like December, listenership tends to drop as people disrupt their routines. Understanding these cyclical patterns can help you plan accordingly and not be discouraged by temporary dips in downloads.
Evaluate rebrands and episode completion rates
If you recently rebranded your show or made adjustments to your podcast's focus or packaging, it's common to experience a temporary decrease in download numbers. However, this drop is necessary for long-term growth as it helps attract a new, more specific audience. Additionally, it's crucial to assess your episode completion rates, as low rates indicate that listeners are tuning out early. Checking your retention graph and intros can provide insights into improving audience engagement and increasing completion rates.
Examine episode packaging and marketing efforts
Episode packaging, including titles, show notes, and episode thumbnails, plays a crucial role in enticing listeners to choose your episode over others. Reviewing and optimizing these elements can make a significant impact on attracting and retaining listeners. Additionally, analyzing your marketing efforts is essential. If your download numbers have dropped, consider if you have changed your marketing strategy or consistency, such as reducing social media promotion or neglecting email marketing. Maintaining a consistent and effective marketing cadence is key to reaching and engaging your target audience.
Take into account the Apple iOS 17 change
Podcasters who experienced unexplained decreases in their download numbers during October 2023 may be affected by a change in the Apple Podcasts app (iOS 17). Apple modified the automatic downloads feature, resulting in fewer downloads for some shows. Previously, when automatic downloads were resumed, all missed episodes were downloaded. However, with the update, only new episodes are automatically downloaded. Understanding this change can help podcasters better interpret their download numbers and realize that the decrease is not a reflection of their content or audience engagement.
Have your podcast downloads dropped? In this episode, host Kevin Chemidlin walks podcasters through his process for understanding the causes behind a recent drop in podcast downloads. Step by step, he covers various factors that can impact downloads: from podcast branding changes to episode completion rates, marketing and more. Plus, Kevin explains a significant change to Apple Podcasts that’s affecting the entire podcasting industry. Dive into this episode to address changes in your download numbers!
Topics Discussed
Factors that can impact podcast downloads
The importance of marketing for continued podcast success
The effect of Apple’s iOS 17 update on podcast metrics
