How to Buy Podcast Plays, IAB Downloads, and Followers in a Legitimate Way

How to buy podcast plays, IAB downloads, and followers in a legitimate way

Podcast plays, IAB downloads and followers are the most important metrics in podcasting. The higher the metrics, the more successful and credible your podcast is. In my work at Content Allies, a top B2B podcast agency, and Listen Network, the leading podcast marketing agency, we optimize our services in building successful podcasts by driving these metrics using both paid and organic tactics. 

Organic growth, while considered the most authentic and sustainable approach, can be slow. Podcasters often face difficulties in gaining visibility amidst the vast sea of content available to listeners. Discoverability remains a significant hurdle, with algorithmic recommendations and search rankings heavily influenced by metrics such as play counts, downloads, and follower numbers.

In light of these challenges, many podcasters seek alternative methods to accelerate audience growth and boost their metrics, exploring legitimate avenues to purchase plays, downloads, and followers. When approached strategically and ethically, these tactics can complement organic efforts and provide a much-needed boost in visibility and reach.

Understanding Podcast Metrics

  • Why these metrics matter for podcasters and advertisers

  • Risks of inflating metrics through illegitimate means

Legitimate Ways to Buy Podcast Plays and Downloads

  • Outstream Podcast Advertising

  • Instream Podcast Advertising

  • Influencer marketing and cross-promotions

Legitimate Ways to Buy Podcast Followers

  • Outstream Followers Advertising

  • Collaborations with other podcasters or influencers

  • Offering incentives or contests for new followers

Vetting Providers and Avoiding Scams

  • Tips for identifying legitimate audience growth services

  • Red flags to watch out for (e.g., suspiciously low prices, guaranteed results)

  • The importance of transparency and ethics

Combining Paid and Organic Growth Strategies

  • The role of paid growth in supporting organic efforts

  • Creating a cohesive strategy for sustainable audience growth

  • Tracking and measuring the effectiveness of different tactics

In podcasting, it's essential to have a firm grasp of the key metrics that define success and audience engagement. These metrics serve as valuable indicators for both podcasters and advertisers, guiding strategic decisions and shaping the overall trajectory of a podcast.

The key metrics every podcaster should know (plays, downloads (IAB certified), followers/subscribers)

  • Plays: This metric represents the total number of times an episode has been played or streamed by listeners, regardless of whether they listened to the entire episode or not.

  • Downloads (IAB certified): IAB (Interactive Advertising Bureau) minimum 60-second buffer of a podcast episode. This could be initiated by playing the episode or an automatic episode buffer on the user’s device.

  • Followers/Subscribers: This metric refers to the number of people who have actively subscribed or followed a podcast, indicating their interest in receiving updates and new episodes as they become available.

For more metrics, check out this glossary. 

Why these metrics matter for podcasters and advertisers

For podcasters, these metrics serve as valuable indicators of audience engagement, reach, and growth. Higher play counts, downloads, and follower numbers can translate into increased visibility, better discoverability, and potentially more opportunities for monetization through advertising or sponsorships.

From an advertiser's perspective, these metrics are important in evaluating the potential reach and impact of a podcast campaign. Advertisers seek podcasts with substantial and engaged audiences, as this increases the likelihood of their advertisements being heard and resonating with the target demographic.

Risks of inflating metrics through illegitimate means

While the temptation to artificially inflate these metrics through illegitimate means may be present, it's important to understand the associated risks. Inflated metrics can lead to a misrepresentation of a podcast's true audience, potentially damaging credibility and trust with both listeners and advertisers.

Advertisers, in particular, are becoming increasingly savvy in detecting fraudulent metrics, and the consequences of being caught can be severe, including financial penalties, loss of advertising revenue, and reputational damage. Additionally, platforms and hosting services may take action against podcasts found to be engaging in such practices, potentially leading to account suspensions or removal.

Legitimate Ways to Buy Podcast Plays and Downloads

While organic growth is the ideal path for building a genuine and engaged audience, there are legitimate strategies that podcasters can employ to boost their play and download metrics. These tactics involve leveraging podcast marketing agencies, advertising platforms, influencer collaborations, and strategic partnerships to drive targeted traffic to their podcasts.

Outstream Podcast Advertising

The outstream advertising method involves displaying audio ads on websites and apps, prompting users to listen to a portion of a podcast episode. If the user engages with the ad, it counts as a legitimate play or download, boosting the podcast's metrics.

Podcast marketing agencies like Listen Network excel in this type of advertising, boasting a suite of IAB verified downloads advertising options that podcasters can choose from. Their mission is to help podcasters, creators, and businesses grow their audience and reach through innovative, data-driven podcast promotion strategies.

Listen Network offers a full suite of podcast growth services to help you reach and engage your ideal listeners:

Podcast Display Ads

Leverage strategically placed display ads across premium web, mobile, and in-app placements to put your podcast content in front of highly relevant audiences. Listen Network's advanced targeting ensures your ads reach the people most likely to convert into loyal listeners.

LinkedIn Sponsored Content

Expand your podcast's reach by targeting influential professionals on LinkedIn. Listen Network's LinkedIn campaigns allow you to connect with your target audience through sponsored content in their news feeds, driving downloads and engagement.

YouTube Podcast Ads

Tap into the massive podcast listenership on YouTube. Listen Network's YouTube outstream ads place your podcast episodes alongside related content, capturing the attention of your ideal listeners when they're most receptive.

Meta Sponsored Podcasts

For consumer-facing brands, Listen Network's Meta Sponsored Podcasts unlock the power of Facebook and Instagram's 2 billion+ potential listeners. Drive downloads and community engagement directly through these leading social platforms.

Verified Downloads & IAB Compliance

A key differentiator of Listen Network's services is their focus on IAB-verified downloads and video views. When users click on your ads, they are taken to a secured landing page that measures and certifies your podcast performance metrics. This allows you to confidently report on the true impact of your promotion efforts.

Precision Audience Targeting

Listen Network's proprietary AdTech is designed to target your Ideal Customer Profile (ICP) with laser-like precision. By leveraging intent signals, demographic data, and psychographic insights, they ensure your podcast content reaches the people who matter most to your business.

Sustained Podcast Growth

Listen Network's approach is focused on driving predictable, long-term growth for your podcast. Rather than relying on short-term traffic spikes, they help you build a dedicated, engaged listener base that will continue to grow over time.

Whether you're an agency, a marketing executive, or a podcaster/creator, Listen Network has the expertise and technology to take your podcast promotion to the next level.

Instream Podcast Advertising

Instream podcast advertising involves inserting audio ads within podcast episodes themselves. By partnering with advertising networks or platforms that offer instream ad placements, podcasters can earn legitimate plays and downloads as listeners engage with the sponsored content. This approach ensures that the metric boost is directly tied to actual user engagement with the podcast content.

Influencer marketing and cross-promotions

Collaborating with influential personalities or complementary podcasts can be an effective way to tap into new audiences and drive legitimate plays and downloads. Influencer marketing campaigns involve partnering with individuals or channels that align with the podcast's niche or target demographic, leveraging their existing following to promote the podcast and encourage new listeners.

Cross-promotions with other podcasters can also be mutually beneficial, as both parties can leverage each other's audiences to increase exposure and potentially boost their respective play and download metrics.

Listen Network offers two powerful solutions to help you grow your podcast's follower base:

Spotify Follower Ads

Leveraging their proprietary Spotify integration and advanced audience targeting, Listen Network makes it easy to convert your ideal listeners into subscribed followers on the premier audio streaming platform.

Key benefits:

  • Convert your target audience into loyal, engaged subscribers

  • Build a branded community of listeners who eagerly consume your latest content

  • Amplify your organic download numbers, sponsorship revenue, and overall brand awareness

YouTube Subscriber Ads

For podcast creators looking to build their audience on YouTube, Listen Network's YouTube Subscriber Ads offer a proven way to grow your community of loyal video viewers.

Using fine-tuned targeting based on interests, habits, and other signals, these ads help you identify and win over YouTube users with an affinity for your content, converting them into dedicated channel subscribers.

A key differentiator of Listen Network's services is their focus on delivering real, verified audience growth. When users click on your ads, they are taken to a secured landing page that measures and certifies your performance metrics according to IAB standards. This allows you to confidently report on the true impact of your promotion efforts.

Collaborations with other podcasters or influencers

Collaborating with complementary podcasters or influential personalities within the same niche can be an effective way to tap into new audiences and gain exposure, potentially leading to an influx of new followers. Cross-promotions, guest appearances, or co-hosted episodes can introduce the podcast to a fresh set of listeners, some of whom may choose to follow the show.

Offering incentives or contests for new followers

Running targeted campaigns that offer incentives or contests can be a compelling way to encourage new followers. For example, podcasters can offer exclusive content, merchandise, or other rewards to listeners who follow the show within a specific timeframe. This approach not only drives follower growth but also fosters engagement and loyalty among the existing audience.

Vetting Providers and Avoiding Scams

While leveraging legitimate audience growth services can be a valuable strategy, it's necessary for podcasters to exercise caution and due diligence to avoid falling victim to scams or engaging with disreputable providers. The podcast industry, like many others, is not immune to unethical practices, and it's essential to be vigilant in vetting potential partners or services.

Tips for identifying legitimate audience growth services

Look for established providers with a proven track record and transparent methodologies. Reputable services will be upfront about their methods and willing to provide detailed information on how they generate legitimate plays, downloads, and followers.

Research the provider's reputation by reading reviews, testimonials, and case studies from other podcasters who have used their services. A positive reputation within the industry can be a strong indicator of legitimacy.

Prioritize services that offer detailed reporting and analytics, allowing you to track the progress and effectiveness of your campaigns. Transparency and accountability are essential when investing in audience growth strategies.

Red flags to watch out for (e.g., suspiciously low prices, guaranteed results)

Be wary of providers that offer suspiciously low prices or make unrealistic guarantees about immediate or substantial audience growth. Building a genuine audience takes time and effort, and any service promising overnight success should raise red flags.

Avoid services that employ unethical tactics, such as mobile incentivized game ads, bot farms, fake accounts, or click farms, to artificially inflate metrics. These practices not only violate platform policies but can also damage your credibility and reputation in the long run.

Be cautious of providers that require upfront payment for their services without offering any guarantees or recourse if the promised results are not achieved. Legitimate providers typically offer performance-based pricing models or money-back guarantees.

The importance of transparency and ethics

When engaging with audience growth services, it's essential to prioritize transparency and ethics. Disclose any paid promotion or advertising campaigns to your audience to maintain trust and credibility. Attempting to deceive listeners or advertisers by artificially inflating metrics can have severe consequences, including legal ramifications and reputational damage.

Reputable podcasters and providers understand the importance of building a genuine and engaged audience. While leveraging legitimate tactics to accelerate growth can be beneficial, it should never come at the expense of ethical practices and listener trust.

To maximize the effectiveness of both paid and organic growth efforts, podcasters should develop a cohesive strategy that aligns these tactics with their overall goals and target audience. This strategy should consider factors such as content quality, consistency, social media presence, and community engagement.

By consistently producing high-quality content and fostering a strong connection with their audience, podcasters can leverage paid growth tactics to amplify their reach while simultaneously nurturing a loyal and engaged following through organic means.

Tracking and measuring the effectiveness of different tactics

Regularly tracking and analyzing the performance of various growth tactics is essential for optimizing a cohesive strategy. Podcasters should leverage available analytics and reporting tools to monitor metrics such as plays, downloads, follower growth, and engagement rates across different channels and campaigns.

By identifying which tactics yield the highest return on investment and resonate most effectively with their target audience, podcasters can make data-driven decisions to refine and adjust their approach, maximizing the impact of both paid and organic growth efforts.

Wrap Up

To achieve sustainable growth in the podcast industry, it's essential to engage in ethical and legitimate methods. Avoiding shortcuts like inflating metrics not only aligns with platform policies but also helps in building a real, engaged audience. 

Focusing on legitimate growth tactics such as strategic collaborations, targeted ads, and reliable audience growth services can expand reach while fostering listener trust.

 A genuine, loyal audience not only promotes organic growth through advocacy but also attracts advertisers and sponsors, enhancing monetization prospects. Prioritizing integrity and quality in your content and practices leads to lasting success and a strong industry reputation.

PodcastingJake JorgovanPodcast Plays, IAB Downloads