I read last week that apparently 26% of podcasts are discovered via Instagram. That doesn’t mean I’m going to be promoting any podcasts on there though.
It also seems less than 3% of reels are interacted with on Instagram. People watch and listen but don’t even bother to add a heart/like/comment.
My followship for podcasts comes from word of mouth – people telling people. Why would I put time and energy into creating new shallow channels, when there are existing routes – Twitter, LinkedIn, etc – which haven’t been fully exploited?