We all grew up being told not to judge a book by its cover but in the case of podcasting, we think it’s perfectly reasonable to judge a podcast by its description. 

And according to The Podcast Host, podcast listeners do too – most listeners consider podcast descriptions one of the first things they look at when finding a new show.

So why is it that when you start a branded podcast, writing a great podcast description probably isn’t high on your priority list?

While it’s easy to overlook amidst production, guest sourcing, recording, etc.; – writing a captivating podcast description is actually an essential part of reaching your target audience and establishing a dedicated listener base.

For example, say you’re a coffee lover and are interested in becoming more educated on quality coffee. You head over to your favorite listening platform and search “coffee”. These two podcasts come up: 

“Aroma Atlas: "We talk about different types of coffee so you can become a master in the world of coffee."

“Sip Stories: Embark on a sensory journey from misty Ethiopian highlands to bustling Brazilian streets. Unearth the stories, histories, and cultures behind each bean. With experts and aficionados, explore the craft, ethics, and passion in every cup. From casual sippers to seasoned baristas, indulge in a blend of tales that will awaken your coffee soul.”

Which one excites you more? Which one are you going to click on? Personally, you can find us listening to Sip Stories. 

Just like a good intro, podcast descriptions are one of the first things that listeners are met with – meaning they can either make or break your first impression.

In this article we are going to break down the elements of a branded podcast description and what you need to know to write one that stands out. Let’s get into it.

What is a podcast description?

A podcast description is a concise written summary that provides potential listeners with an overview of the content, theme, and purpose of a podcast. 

Similar to the text you find accompanying movies on Amazon Prime or Netflix, a podcast description gives listeners a preview of what they can expect before deciding to listen to the podcast.

Just as a movie blurb can influence your decision on what to watch or the back of a book can influence your decision to read, a podcast description plays a pivotal role in attracting listeners and helping them understand the essence of the podcast. 

It should capture the podcast's unique features, topics, and style, enticing listeners to tune in.

Where can you find podcast descriptions? 

A podcast description appears on podcast directories and platforms where users discover and listen to podcasts, like Apple Podcasts, Spotify, and Google Podcasts.

Spotify Podcast Page

Apple Podcast Page

When users search for podcasts or explore various categories, they encounter podcast listings. Each listing typically includes the podcast's title, cover art, and, crucially, the podcast description (as seen above on Spotify and Apple). 

This description serves as a key tool in grabbing the attention of potential listeners and helping them make a decision about whether the podcast aligns with their interests.

What is the difference between a podcast description and show notes?

We suggest thinking of podcast descriptions as high-level previews of the entire podcast, while show notes are detailed summaries of individual episodes. 

Both podcast descriptions and show notes are essential for engaging potential listeners and helping current listeners navigate the podcast's content more effectively; however, 

show notes are more detailed explanations or summaries of individual podcast episodes. 

Show notes include specific information about the content of the episode, often broken down into sections, and are typically posted on the podcast's website or associated blog post for each episode. 

How long should my podcast description be?

Your podcast description should be concise. Ideally just 2-4 sentences. Most podcasting apps have character limits, but these are typically more generous than necessary

Your goal is to capture the attention of potential listeners within a matter of seconds, so keeping it succinct is a priority. 

Use your podcast description to convey your show's theme and hook potential listeners, keeping in mind the limited attention span of your audience – 8.25 seconds on average.

While the brevity of a good podcast description can seem a bit daunting, we’ve outlined the key points to remember for podcast success and included some examples to inspire, so let’s dive in!

How do I write a great branded podcast description? 

Writing a compelling branded podcast description involves several key elements that help attract and engage your target audience. Here are some of our top tips:

Research keywords 

You’ve put tons of effort into creating a podcast, and now a podcast description, so let’s make sure the right people find your show. 

Start by researching keywords that are relevant to your podcast's topic. Consider what terms your potential listeners might use when searching for podcasts like yours. You can use tools like Google Keyword Planner, Ubersuggest, or even Google's auto-suggestions to gather a list of potential keywords.

We suggest generating a list of keywords and phrases that directly relate to your podcast's content. These could include general topics, specific niches within your subject, and related terms that potential listeners will search for.

Remember that while keyword optimization is important for discoverability, the quality of your podcast's content and the value it provides to listeners is what keeps them coming back. Balancing optimization with an appealing, informative, and engaging description is key to attracting and retaining your audience.

Tell your target audience what’s in it for them

Ask yourself – who is your ideal listener? What are their interests? What do they value? 

Your podcast should tell your listeners why they should listen to your podcast. We suggest speaking directly to your intended audience in your podcast description to show them “what’s in it for you.” 

If you're going to help them solve a problem, tell them exactly how you're going to do it and why it will work. If you're going to educate them, tell them what about and how. If you’re going to entertain them, give them a teaser of your wit and humor in your show description.

For example, your podcast provides self-care and wellness tips to people struggling with mental health. You could call out your target audience by starting your description with something like: "You're seeking new ways to add self-care and mindfulness into your daily routine, but it's not always easy to find exercises that produce results. We interview mental health professionals who unveil clinically proven small practices that you can incorporate into your daily life.” 

Tell listeners what they should anticipate

People are busy and their time is valuable, so letting potential listeners know what they can expect from tuning into your show is something you should lay out right off the bat, ideally, in your episode description. 

This includes, of course, what your show is about, but also how frequently you release a new episode, what day you post, and what format you use. For example, if your show follows an interview format, write something like "speaking with new industry experts every week." 

Alternatively, if your show thrives on audience call-ins and direct interactions, writing something like "addressing your queries" tells your potential listeners what they can expect.

Explain why people should listen to you

Say you’re providing listeners with investment tips, that’s great, but why should they listen to you? Have you made millions off the stock market? Do you work at a top firm on Wall Street? 

In your podcast description, you don’t only need to highlight your expertise, but also distinctive details that distinguish you, your perspective, and your background from the hosts of the other 5 million podcasts in circulation. 

If you're new to your field and lack expertise, that’s okay too! Another approach to establishing yourself as a podcast host is by being relatable. If your show focuses on trying out different investment strategies or following the guidance of different investors – lean into that. Listeners appreciate connecting with the person they're listening to and will consistently return to track your progress and relate it to their own experiences.

Examples of podcast descriptions we love

Expedia’s Powering Travel

“Powering Travel welcomes travel industry leaders to share how they’re building, innovating, and evolving their businesses for the future. Along with his guests and regular guest co-hosts, host Brandon Ehrhardt, Senior Director of Partner Programs, explores the latest trends, reveals best-kept secrets, and tries to predict where the industry is headed next. Each episode shares actionable tips and trends backed by cutting-edge research and data to help travel industry leaders stay current and ultimately benefit the entire ecosystem—from CEOs to everyday travelers.”

• Introduces the host and establishes their credibility: Knowing a bit about Brandon Ehrhardt’s background, his role at the company, and what kind of guests the podcast features, shows listeners why they can trust the show;
• Establishes listener expectations: Tells you the show’s format and what content you can expect with each episode;
• Shows what value the show offers: Listeners will receive actionable tips and trends backed to stay ahead in the travel industry.
  

The Always Sunny Podcast 

“The Always Sunny Podcast is a look back on the past fifteen seasons of the hit show, It’s Always Sunny in Philadelphia. Creators and stars Glenn Howerton, Charlie Day, and Rob McElhenney are joined by writer Megan Ganz as they go back to where it all began in 2005 to discuss their (sometimes limited) memories of writing and filming the show we all know and love. Episode by episode, they’ll rewatch Sunny and reminisce on their nearly twenty-year-long partnership, exploring how both have evolved over the years.”

• Short, but informative description: Provides the audience with a good idea of what the podcast is about and what it will cover; 
• Establishes target audience: If you’re an avid fan of Always Sunny, this one’s for you;
• Established value prop: Potential listeners know what’s in it for them – behind-the-scenes info and insights. 
  

TD Bank’s, The C Suite

“The C Suite podcast is elevating cyber literacy for everyday people. Join Claudette McGowan, TD Bank’s Global Executive Officer for Cyber Security, as she explores how cyber-attacks happen and what we can do to avoid them. From phishing schemes to robocalls and even huge corporate hacks, on this show, Claudette meets with C Suite leaders to discuss cyber challenges and ways to help people become more protected and resilient.”

• Leads with value prop: Tells potential listeners right off the bat what they will gain from tuning in;
• Gives examples: Explains the general contents of the podcast and provides specific examples – like phishing schemes and robocalls – to let audiences know what to expect; 
• Introduces host and provides credibility: With Claudette McGowan’s background, potential listeners know that she’s qualified to bring valuable insights to the table. 
  ‍

Impact’s The Partnership Economy 

“The Partnership Economy explores the power of partnerships through candid conversations and stories with industry leaders. Our hosts, David A. Yovanno, CEO, and Todd Crawford, Co-founder, of impact.com, unpack the future of partnerships as a lever for scale and an opportunity to put the consumer first.”

• Concise and to the point: Just by skimming the description, you get a good idea of what the podcast is about;
• Explains show format: Listeners know that they can expect an interview format with industry leaders in the partnerships space;
• Introduces hosts and establishes expertise: After learning who the hosts are and the company associated with the podcast, listeners are more inclined to trust their analysis. 
  

Where Should we Begin? with Esther Perel

“Every Monday morning step into the office of iconic psychotherapist Esther Perel and listen in as real people in search of insight bare the raw, intimate, and profound details of their stories. From breakups and open relationships to workplace conflicts and fractures in the family, it’s a place to hear our own stories reflected in the lives of others. So…where should we begin? Part of the Vox Media Podcast Network.”

• Sets expectations: Listeners can expect to hear a new episode every Monday morning;
• Presents trust signal: Esther Perel is a well known psychotherapist that many people across the globe trust for advice;
• Speaks directly to potential listeners: By connecting the content of the podcast to “our own stories” readers are made aware of how listening to the podcast will influence their own lives. 
  

CAAT Pension Plan’s, The Contributers

“Contributors is a Canadian-inspired podcast showcasing the innovative and strategic contributions leaders make today to ensure a better future for Canada. Host Russell Evans from the CAAT Pension Plan sits down with leaders who are committed to making meaningful change beyond just the bottom line. Russell and producer Jade Towle reflect on the tangible takeaways at the end of each episode.”

• Establishes target audience: The first line automatically lets you know if this podcast is for you: Are you a concerned Canadian interested in the initiatives shaping the country’s future?
• Shares format: We know that the show is going to sit down with innovative Canadian leaders, making expectations clear and establishing trust;
• Reveals value prop: Not only will listeners get to hear from accomplished leaders, but they also receive tangible takeaways from the CAAT Pension Plan at the end of each episode. 
  

Hook your listeners at first glance

Crafting a compelling podcast description is essential for creating a strong first impression on your potential listeners. 

Just like the back of a book, the first few lines of your podcast description can determine whether your audience stays engaged or moves on to something else.

Throughout the process of creating your podcast description, keep your target audience in mind. Know who they are, what they seek, and how you can deliver value to them. 

Remember, a good podcast description stands out because it is able to captivate listeners in just a few sentences. When you’re able to get your message right and deliver it concisely, potential listeners want to tune in – or at least download your podcast for later. 

Looking to capture your target audience’s attention? Reach out to our team.