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Social sharing of audio-only content sucks. Thus far, podcasters have all bad options: Share a direct link to the media file (inflated metrics, zero context), share a link to the episode page (often un-optimized and where is that listen link?), or share to a platform that only 25% or less of the audience use.
But ignored in Spotify's recent acquisition announcements is this fact: Social sharing of a podcast episode on Spotify does not suck. In fact, it's quite good.
In this short episode, I remind you that social sharing of video sucked until Facebook and (belatedly) Twitter and LinkedIn realized how popular YouTube video sharing on their platform was growing, and how much they wanted in on the action.
So my big prediction: Those social giants will see the value in sharing natively uploaded audio on their platforms very soon. And you can thank Spotify for that. If enough of us start sharing our episodes social via Spotify, that is.
I'm starting now. How about you?