# Podcast Cross-Promotion After Launch: What To Do Next > Got an Apple feature, an award or launch buzz? Here's how to turn that momentum into lasting growth with podcast cross-promos and bigger-show swaps. Source: https://pod.vision/blog/podcast-cross-promotion-after-launch --- podcast marketing # Your Podcast Growth Just Boomed. Here's How Cross-Promos Keep It Going. Got an Apple feature, an award or launch buzz? Here's how to turn that momentum into lasting growth with podcast cross-promos and bigger-show swaps. Andreea Coscai, Head of Growth · October 23, 2026 · 7 min read Your podcast launch, your show winning an award or being nominated, or getting featured on Apple got people talking and listeners flying in to the feed. Downloads got a bump and your show was everywhere. So now what? Buzz doesn’t last forever. It needs to be sustained. In this article, you’ll find out what to do the moment so that the buzz doesn’t wear off and how podcast cross-promotion can turn one newsworthy moment into months of growth and partnerships with bigger shows and networks. Launching a new podcast? [Get our free podcast launch checklist](https://pod.vision/launch-checklist). ## Shout It From The Rooftops Before you think about growth, make sure the people who already love your show know what happened. Many podcasters skip this step because it feels like bragging. It’s not! It’s social proof and on top of that, listeners want to celebrate with you. - Share screenshots and tag the editorial teams or authors. Outlets love being thanked publicly and often reshare. - Your community deserves to hear the news from you first so share the news with your mailing list and/or Substack, with a direct link to listen, rate and review. - Thank the outlet or listening app with an in-episode clip. When [What Your Therapist Thinks was featured by Apple Podcasts](https://pod.vision/case-studies/concept-to-number-one-podcast), the hosts thanked Apple in their episodes and asked listeners to rate and review the show on the app. - Add the new credential to your show description, website and media kit. To keep growing, you need to continue getting in front of new listeners. ## Why Cross-Promotion Comes Next Think of how actors go on a press tour the week their movie comes out. They don’t wait for things to calm down. They pop up everywhere when people are already talking about them. The weeks right after your buzz-building moment work the same way. It’s the best time in your to approach other podcasts. Podcast cross-promotion means partnering with like-minded shows to introduce each other to your audiences. It works because listeners already trust the hosts they listen to every week, so the cross-promo borrows that trust. [Sounds Profitable’s research on podcast discovery](https://soundsprofitable.com/article/nobodys-coming-for-the-medium/) found that recommendations from people listeners know are the most trusted way to find a new show. It’s also a long-term game. Sounds Profitable’s [Podcast Discovery Playbook 2026](https://soundsprofitable.com/research/the-podcast-discovery-playbook-2026/) describes discovery as a twelve-month system rather than a twelve-week push. Cross-promos also go beyond the feed! Ana Xavier of [The Podcast Space](https://www.thepodcastspace.com/podcast/s4-105-season-4-preview-and-summer-podcast-marketing-experiences-revealed), friend of PodVision, shared that her biggest spikes came when other newsletters featured her episodes. The most common formats are: - **Promo Swaps:** Each show runs a 30-60 second promo for the other, either as a pre-roll (before the episode), mid-roll (in the middle), or post-roll (at the end of the episode, which works especially well for fiction shows). Host-read promos feel more personal but pre-recorded promos are easier to set up. - **Feed Swaps:** Each show publishes a full episode of the other in its own feed. The Podglomerate’s [guide to podcast feed drops](https://podglomerate.com/how-to-coordinate-a-podcast-feed-drop-to-grow-your-audience/) shows feed drops sometimes driving 10-40x the conversions of a regular cross-promo. - **Guesting Swaps:** One host guests on the other show, which could be in exchange for a promo, social posts or a newsletter feature. - **Newsletter Swaps:** A great fit for shows whose audience have a solid mailing list or Substack community. Not sure where your show stands? [Get our free 360 Podcast Audit](https://pod.vision/360-audit). ## How To Choose The Right Podcasts Let’s start off with this: Audience match is not the same as topic match. Before pitching, ask yourself: - Would their listeners recognize the problem your show helps solve? - Do the shows share a tone and a mission, even if the topics differ? - Cross-promos usually don’t involve money, so shows trade impressions. The Podglomerate’s [guide to choosing a cross-promo partner](https://podglomerate.com/how-to-identify-an-ideal-cross-promotional-partner-for-podcasts/) recommends offering a number close to your monthly downloads. - Some shows only do host-read swaps, others only exchange pre-produced clips. Have both ready. To find partners, you can start by looking at the “You Might Also Like” section on your show’s Apple Podcasts page and other shows your guests have appeared on. **Pro Tip:** Listeners who find your show through cross-promos [tend to stick around longer](https://podglomerate.com/how-to-identify-an-ideal-cross-promotional-partner-for-podcasts/), so measure retention and don’t just focus on a download spike. **Looking for support to put this into practice?** [Let’s chat](https://pod.vision/contact) Get it free The 360 audit we start every strategy with 50 questions spanning every part of your show, from its concept all the way to how you'll convert listeners. [Get the 360 Audit](https://pod.vision/360-audit) ## Case Studies: How to Land the Best Partnerships If you’ve read our case study on how we helped a small business podcast become the #1 Mental Health show on Apple Podcasts , you know the buzz-building part of the story. What Your Therapist Thinks (WYTT) was featured in Apple Podcasts’ New Shows carousel, reached #1 in Mental Health and #1 in Health & Fitness in the US, and hit 500,000 plays in its first season with no ad spend. What came right after mattered just as much. We opened every swap pitch with those results: 500,000 plays, #1 in two categories, would you be interested in a cross-promo? WYTT didn’t pitch the biggest shows on day one. It started with similarly-sized podcasts, built a track record of smooth, well-produced swaps, and every completed swap made the next pitch easier. Within about six months of launch, WYTT was trading promos with household-name shows and networks such as the CBC and Slate. The same reach and credibility also brought sponsor interest, with a sponsored read for Cozy Earth. Our approach with [Teaching through Emotions](https://pod.link/1589863153) was focused on building with the right partners instead of prioritizing volume. After the launch coverage in [Podnews](https://podnews.net/),[Ear Worthy](https://podalization.substack.com/) and [EarBuds](https://earbuds.audio/), the podcast had a full swaps calendar with education and leadership podcasts. Here are some examples: - A pre-roll swap became an interview about why teachers leave the profession and what keeps them in it, then a full feed swap with a Substack feature on top. - A host-read pre-roll swap led to a feed swap of an episode on a Disney program. - An interview in exchange for an in-episode mention plus social and newsletter features. ## Why Buzz Lands Bigger Shows Shows with a large audience and podcast networks get swap requests all the time. They say yes to the ones that make them look good and cost them little effort. A recent buzz moment puts you in the perfect place. - “Featured by Apple Podcasts” or “#1 in Mental Health” tells a producer your show is worth their listeners’ time before they press play. - A rising show is a more exciting recommendation. Their listeners get to discover something new. - Have host-read copy and a pre-recorded 30-second promo ready, a clear impression offer and flexible dates. - Once one show in a network has had a smooth swap with you, the next conversation can cover several of their shows at once. The Podglomerate’s guide to [optimizing your owned media channels](https://podglomerate.com/optimize-owned-media-channels-podcast-growth/) calls in-network podcasts “a cross-promo powerhouse” for this reason. **Pro Tip:** Momentum fades quickly so start your cross-promo outreach the moment your buzz-building campaign wraps up. That’s why we now plan the two back to back for our clients. ## The Bottomline Cross-promos turn attention into listeners who stay. Celebrate your big moment then put it to work: start with shows your size, choose partners by shared pain points rather than shared topics, make every swap easy for the other side, and let each one carry you to the next partnership. Most podcasts grow over time and a long-term cross-promotion strategy makes sure your launch is the beginning of that growth, not its peak. If you need support in your podcasting journey, [contact our team at PodVision](https://pod.vision/contact), and let’s build the strategy that will get you there! **Want this done for your show?** We personalize strategies like these for your podcast and needs. If you’re looking for a partner in your journey, get in touch. [Let’s chat](https://pod.vision/contact) ## Want this done for your show? We personalize strategies like these for your podcast and needs. If you're looking for a partner in your journey, get in touch. [Let's chat](https://pod.vision/contact) ## Keep reading [All posts](https://pod.vision/blog) November 11, 2026 ### There's A Lot of Podcast Advice Out There. Here's How To Build A Strategy That Works For You. November 4, 2026 ### Your Podcast Has Listeners but Zero Engagement? Here's Why (and How to Fix It) October 30, 2026 ### Is It Worth Submitting Your Podcast for Awards?