A new startup helps podcasts get promoted on other podcasts

The RedCircle podcast start will be officially launched today, with a focus on helping small shows grow. Your first step is to launch a function that helps the podcasters to set up cross-promotions with other podcasters, agreements in which two shows promote each other. Promise that there will be more to come.

RedCircle raised $ 1.5 million in its initial round and offers free hosting, analytics access, distribution help, and other features designed for smaller creators. The company's cross-promotion feature allows RedCircle to automatically insert promotions into the programs once both podcasters have accepted.

"The short story [of how we got started] is that not much interesting technology is being built for the little podcaster," Mike Kadin, co-founder and CEO, says The Verge . "We saw a lot of room for the independent podcaster who takes his job seriously, but does not have a five-person ad sales team to take care of them." There is a lot of space to work there and just a long and massive queue with podcasts. "

The team focuses on independent podcasters who are in the semi-professional phase and want to grow their program .This is why the team is launching with this cross-promotion feature is a way for creators to grow their show without the influence of a larger network behind them.The larger networks often promote their own networked programs, which is a benefit of have a lot of popular programs under the same company.


a new startup helps podcasts get promoted on other podcasts

Image: RedCircle

To find a cross-promotion partner, podcasters can browse the RedCircle catalog program on their website and order by category, audience size or name, although the programs must choose to be available for cross-promotion requests, if both programs agree to publish the other's announcement, the audio and network announcement will be sent. Circle will automatically determine how much time they will have to run it, so that both programs get a mutual benefit from the agreement. It is likely that a program with a smaller number of followers will have to post an ad for a longer period of time to reach a certain number of listeners than a larger program.

A program can only publish two ad spaces inserted by the red circle per episode, but it can also have its own ads incorporated. The company declined to say how many programs it has signed for its service, but Kadin said it had "hundreds," and that the programs on the competition platforms had changed. Kadin also says he has "some podcasts" on the network that generate tens of thousands of downloads.


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Image: RedCircle

In addition to its cross-promotion feature, RedCircle says it will continue to design features for the small creator. The company says it does not claim copyright over any work in the service, and creators can distribute an RSS feed hosted on RedCircle on any platform that accepts them.

RedCircle's effort reminds me of Anchor, at least in his creator approach, but Kadin says he is not planning to make tools for creation. He will consider podcast monetization as a focus area, not only for the creators but also for the RedCircle business. That is their main commercial objective, since it would give the company a cut in advertising revenue. The team says it is already negotiating advertising deals for its larger podcasters in a more informal capacity. (They will make calls to the industry to organize the advertising investment). However, it is easy to see how the creation of a dynamic cross-promotion service could lend itself to the eventual insertion of sponsored advertisements through the platform itself.

Free hosting is tempting for creators because hosting providers, apart from Anchor, charge for their services. But in exchange for that accommodation, Kadin and the team want to finally build an advertising network that includes all their hosted programs.

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