To Claim or Not to Claim Your Podcast

Occasionally, I will get emails from different podcast directories and app platforms inviting me to “claim my podcast.” If you’ve received similar invitations you’re not alone. So, what’s this all about?

Most recently, my clients are getting emails from Vurbl—a emerging audio directory website. These Vurbl emails are the catalyst for today’s topic. Here’s what the Vurbl invitation email looks like:

So, here’s what’s happening…

Your RSS feed (which stands for really simple syndication) is free for everybody to access. This is how all listeners reach your show. Every few months when a new podcast directory or app platform pops up, they are looking to add content to their site—enticing listeners to use their directory to find great shows. These sites search for and find the RSS feed to shows to include in their directory and then send invites to the show host to claim the podcast.

But the reality is, it’s actually not necessary for you to claim your station on their directory, especially if this is an emerging directory who is virtually unknown compared to larger, more recognizable directory sites. At this point, your show is most likely already added to their directory. And this, my friend, is actually a win for you and your show! Being included on their site is fine for your show’s discovery.

Now, should Sirius FM, iHeart Radio, Spotify, or one of the larger, established platforms reach out, please take a moment to respond to any of these powerhouses. Confirming your spot on one of these locations brings you enhanced searchability benefits plus access to valuable analytical data.

It’s important when you respond to an invitation to carefully read their terms and conditions. You don’t want any surprises later on. Nine times out of ten, having your show listed in as many directories as possible will be amazing for your show’s reach and increases the places you can meet new audience listeners.

It would be a disservice to not have your podcast listed in numerous podcast directories, on networks, and on app platforms. Whether you are a show host, a show producer, or podcast manager overseeing a client’s show, it’s key to keep your eyes open for opportunities to broaden the show’s listening base.

With this being said, you don’t need to claim every single podcast listing that sends an invite. Just do your due diligence, be mindful of any costs to you, and remember, “if something seems too good to be true, it probably is.” Be strategic and have fun with it.