Today I am going back to basics.
We are going to talk about how to write a podcast description that will turn browsers into listeners of your show.
When I’m doing a podcast audit for a client, the episode descriptions are often the first place I look because they can be such an easy win to improve.
So let’s dive in, and I’ll explain how to write a podcast description that’s effective plus share some podcast description examples.
What Is A Podcast Description?
Podcast descriptions do what they say on the tin. It should tell potential listeners what your show is about so they can decide whether to listen.
It usually includes a mixture of the following:
- A summary of your show
- Information about the hosts
- A description of who it’s for
- The show format (whether it’s interviews, Q&As, storytelling, etc)
- The frequency of the episode release
- Any unique selling points about the show
Why it’s important (it’s a persuasion tool)
According to a survey by The Podcast Host, the podcast description is one of the main factors that decides whether someone clicks to play on your show.
[[graphic from podcast host about descriptions]]
If you don’t have a good enough show description, you’ll miss out on converting browsers into listeners. People will land on your show page, and an unclear or vague podcast description will leave them unsure about what the show is or who it’s for.
That actually starts well before you write your description when you decide what makes your podcast different to anything else in the world.
Your description then exists as a persuasion tool. It sells your podcast to people who are on your page. But it also helps your podcast be discovered through SEO…
Your Podcast Description and SEO
Search Engine Optimisation (SEO) is the process of making your podcast more visible when people search for it in podcast apps. You can also do SEO to improve the appearance of your website in Google Search Results, but that’s another story.
Both Apple Podcasts and Spotify “read” your podcast description, looking for relevant keywords when deciding what to rank your podcast for. Keywords are the words and phrases someone might look for when searching for a podcast. AKA Soccer podcasts.
If you can optimize your podcast for these keywords, you will appear more often in front of potential listeners and grow your show. Other podcast directories look at these but Spotify and Apple podcasts give you the best bang for your buck.
Spotify also looks at episode descriptions, but Apple only looks at Episode Titles. But Spotify can be an excellent source of new listeners if you optimize correctly, as I did with my show:
Where do you write it
Your episode description gets written inside your podcast host. It varies from show to show, but you’ll most likely find it under show settings. For Libsyn, my podcast host, it’s right there at the top once you hit the cog and go to podcast settings:
[[Screenshot of podcast description setting]]
You update it here, and it will update across all podcast players in the next 24-48 hours.
How long should it be
There are two lengths to think about for your podcast description.
The first 120 characters – This is how much is shown before the “read more” link needs pressed in Apple podcasts. So your first sentence needs to be hook-worthy to get your potential listeners to read the rest or to go hit play. We’ll get to how to do that later on.
Total Length – This varies from platform to platform. A good rule of thumb for total length is around the 600-character mark, but here are the various limits:
- Apple Podcasts: Up to 4,000 characters
- Spotify: Recommends 500-600 characters, but allows up to 3,000 characters
- Google Podcasts: No specific limit, but recommends keeping it concise
- Stitcher: Up to 1,000 characters
- Other platforms: Typically between 400-600 characters
This is about 20 words before the expand link needs to be pressed and about 60-100 words for the full podcast description.
I prefer a shorter, more concise bio than a long-winded essay. It gets the point across faster. People don’t want to read huge podacst descriptions, so if you’re going for that option, there should be a good reason for it.
How to Write a Podcast Description
I’ve broken it down into 12 easy steps that you can follow to write your own podcast description.
My advice is to get a draft together, then send it to a couple of friends and ask for feedback. Ask them if it’s clear what the podcast is about and if it sounds interesting enough to hit play.
- Start strong: Begin with a hook that immediately captures attention.
- Clearly state your podcast’s topic: Explain what your podcast is about in simple terms.
- Highlight your unique value proposition: What makes your podcast different?
- Identify your target audience: Let potential listeners know if this podcast is for them.
- Mention the host(s): Briefly introduce yourself or the hosts, highlighting relevant expertise.
- Describe the format: Explain what potential listeners can expect (interviews, storytelling, etc.).
- Include episode frequency: How often do you release new episodes?
- Use keywords strategically: Incorporate relevant terms for SEO, but keep it natural.
- Add a call-to-action: Encourage listeners to subscribe or follow.
- Keep it concise: Aim for about 150-300 words.
- Use active, engaging language: Make your podcast description lively and interesting.
- Proofread carefully: Ensure there are no spelling or grammatical errors.
I’ve also shared a template below of what that looks like
Podcast Description Template
Here’s how a catch-all podcast description could look:
“[Hook] Dive into [topic] with [Podcast Name]. Join [host name(s)], [brief host description], as we [what you do in the podcast].
Every [frequency], we [specific content description]. Whether you’re [target audience description], you’ll discover [benefits of listening].
Subscribe now to [value proposition]!”
This provides a podcast summary and a reason to listen. Most of that should be pretty self-explanatory, except for the hook. Great hooks are hard to write, even if you have a background in copywriting. So I’ve put together some good podcast description examples you can use for inspiration:
- Use a provocative question: “Ever wondered what really goes on behind the scenes in Hollywood?”
- Start with a surprising statistic: “Did you know that 80% of millionaires are first-generation rich?”
- Make a bold statement: “This is the podcast that will change how you think about money forever.”
- Create intrigue with an incomplete thought: “In a world where attention is the new currency…”
- Use powerful language: “Uncover the hidden secrets of successful entrepreneurs.”
- Appeal to emotions: “Feel lost in your career? You’re not alone.”
- Offer a solution to a problem: “Finally, a no-nonsense guide to fitness that actually works.”
- Use wordplay or a pun (if it fits your style): “Get the ‘hole’ story on donuts and other circular foods.”
- Start with action: “Dive deep into the ocean of human psychology.”
- Leverage FOMO (Fear of Missing Out): “Join the conversation that everyone in tech is talking about.”
3 Example Podcast Descriptions
Here are some podcast description examples from successful podcasts. Here’s a great podcast description of my other podcast, Generally Spooky History. It’s an entertainment/education podcast that focuses on storytelling:
“Scotland’s history is full of spooky stories, ghoulish goings-on and magical mysteries.
Join Highlander husband-and-wife team, Kieran and Eilidh, as they dive into the myths and legends of their homeland once a week.
If you love learning about history, like settling in to listen to a good story, or just enjoy getting a little spooked, then this is the podcast for you.”
A clear podcast summary showing what you get, who’s giving it to you, and why you should listen.
Here’s a good podcast description from one of my favorite podcasts: Creator Science. It’s an education podcast:
“Creator Science helps you become a smarter creator.
It’s never been easier to create content, but breaking through the noise gets more difficult every single day.
The only way to get ahead is to learn from other creators who are playing (and winning) the game right now – and Creator Science gives you that edge.
Every week, we explore what’s working right now to help you grow your audience, generate more revenue, and break through the noise. You’ll hear from today’s top professional creators, including James Clear, Ali Abdaal, Tim Urban, and Codie Sanchez.
Creator Science is a Signal Award-winning podcast hosted by Jay Clouse.”
I like his use of naming the guests who have appeared. To his audience of creators this means something and so it provides a great reason to listen.
Lastly, I’ll share an informative podcast. The Daily by the New York Times:
“This is what the news should sound like. The biggest stories of our time, told by the best journalists in the world. Hosted by Michael Barbaro and Sabrina Tavernise. Twenty minutes a day, five days a week, ready by 6 a.m.
Listen to this podcast in New York Times Audio, our new iOS app for news subscribers. Download now at nytimes.com/audioapp”
Short and sweet podcast summary, with a clear call to action at the end.
Podcast Description Mistakes to Avoid
No Hook
Don’t just state what your podcast is about. Give me a reason to listen. Tell me about your podcast’s unique angle and why I should listen to it over other podcasts like it?
Unclear Topic
On the flip side, your podcast needs to be about something or have a consistent premise. For instance, I appeared as a guest on the Top 10 of Anything podcast, where each week, the topic is different, but the premise is consistent, so the potential listeners know what to expect.
You need to know what your podcast is about and who it’s for.
The words “There’s something for everyone!”
If you make it for everyone, you make it for no one. Everyone shouldn’t love your podcast. Your podcast should be loved by a specific group of people. Pick who you make it for and tell them you’ve made them a podcast they’ll love.
Wall of text
Podcast descriptions can include paragraph breaks. Use them. Nobody wants to read a giant wall of text, so not many people do. They see the wall of text and just click away again.
Too short
I said shorter is better, but there’s a limit. I once audited a podcast that was effectively called “The NFL Podcast.” The podcast description read, “A podcast about the NFL.” So? There are a ton of podcasts about the NFL; why should I care about yours? This is what you have to get across in your podcast description.
How Does Your Podcast Description Appear?
It depends on what your podcast player of choice is. And whether or not you’re on mobile. Here’s my podcast on all the formats:
Podcast description on Spotify Mobile:
Podcast description on Spotify desktop:
Podcast description on Apple podcasts Mobile:
Podcast description on Apple podcasts Desktop:
Frequently Asked Questions
Podcast Descriptions vs Podcast Show Notes
Your show notes are episode specific, just like your podcast episode description. What I’ve talked about here is the overall podcast description. But if you need help with your podcast episode description then you should take a look at my Template Vault for advice and a template to follow.
When Should You Update Your Podcast Description?
Check in once a year to make sure your podcast description still reflects what your podcast is about. Because your show might evolve over time so you want to make sure your podcast description is relevant.
How Do You Know if Your Podcast Description Is Good Enough?
You can send it to friends or other podcasters you’re in touch with for feedback. Or I take a look at the podcast descriptions as part of my Growth Machine Podcast Audits if you want a professional to look at your podcast description and give feedback.
Final Thoughts
Writing a great podcast description can feel like a difficult task. But it’s not something that gets set in stone. Plenty of successful podcast descriptions have been updated over time as their podcasts evolve. Just think about your podcast listeners, and your podcast summary. Write a podcast description with those in mind and you’ll be on to a winner.
How I Can Help You
1) Free 5-day Podcast Marketing Fundamentals Course – Learn the basics of what it takes to grow a popular show, get more listeners, and earn more money from your podcast. The five day email course is totally free
2) The Template Vault – Learn how to grow your podcast on autopilot. Get fill-in-the-blank templates to set up your podcast’s foundation for growth, success, and making money.
3) Podcast Marketing Coaching– I am an experienced podcast coach, and I want to help you master your podcast marketing. Check out my full list of services and discover how we can work together.
4) Recommended Tools– These are the tools I use to grow my podcast. I focus on tools that improve quality and save time.
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