If you’ve ever been part of any online forum for longer than a day, you’ll know this strange phenomenon: some posts are truly brilliant, but they're so good that you only skim read them.
Even though your brain wants to focus on the content, your fingers are itching on the down button because all you want to do is skip straight to the comments section.
The comments section is where the real fun is had. Jokes, in jokes, references to previous famous posts on the same topic, line-by-line analyses of the post contents, expert opinions from terminally online lawyers or doctors or pet groomers.
Forget the DMs, it all goes down in the comments.
One of my favourite comment sections has an ongoing reference to Guacamole Bob, a nickname and story worthy of being folded into legend.
Clearly, such an engaged community is a strong asset for any podcaster. If they’re so invested that they've memorised some of your content by heart, they’re not going to ditch you any time soon. And they’re more likely to buy your services too.
But how do you know you're ready to start building that community for your podcast?
It’s very common to wait to build your community. Many podcasters put it off, hoping to reach a specific number of downloads or listens per episode first or even until a listener suggests it themselves.
As if the demand will signal supply.
But that's not the right way to look at it. In fact, if that's how you think that you're letting fear get in the way.
The fear that you’ll show up, but no-one else will. Fear that no-one else cares about your podcast and your message.
I’d like to encourage you to put that fear aside and think about it like this instead: if you’re waiting to build your community, you’re effectively putting someone else in charge of it. The thousandth downloader or that one plucky listener.
Community building isn’t their responsibility, it’s yours.
If you outsource creating your community, you’re not going to be able to take advantage of the huge number of benefits it brings. Because being the founder is a huge deal.
When you found the community around your podcast, even if that community starts with you and two listeners, you get to set the rules.
You choose the platform it's hosted on, you choose the frequency of communication, you set the ground rules for posting, etiquette and tone.
You develop relationships with your listeners and ask them for their thoughts on your podcast.
And you get to start building the lore - those in-jokes and posts that people will gleefully reference in 8 years. Like how any post on Ask A Manager concerning company penny pinching produces a reference to Guacamole Bob.
Your community is always going to start small, but putting yourself at the helm will help it grow to the online space you always wanted it to be.
The Podcast Marketing Academy’s 2025 report shows that email has grown by 52% in one year as a marketing tool for podcasters. Your podcasting peers are likely already offering a community experience around the podcast.
So you should also create one.
The sooner you start your community, the richer, deeper and more inviting it will become. Don’t let fear get in the way.
Lay the foundations of your community today, show up often and watch as it gathers momentum.
If you want an email-based community for your podcast, get in touch with me.
Every community was once just a couple of folks hanging out,
~Sarah at CopyHop~
I'm Sarah Hopkinson and I write meaningful emails that help podcasters increase their revenue and build a community around their podcast.
Do you want emails like this for your listeners too?
Book an exploratory call with me to get an email plan for your podcast.
Did a friend forward you this email? Sweet! Subscribe to On The Same Wavelength here to get these emails sent straight to your inbox
