Closet Talk Growth Playbook
Rainbows In Revolt · Field Guide No. 2

ClosetTalk

The Growth Playbook for a queer comedy podcast

Written forAudrey and Stephanie
FromMatt and Allie, RIR
EditionNovember 2026
Closet TalkContents

Contents

Read it front to back once, then keep it open as a checklist. Every chapter ends with a short list you can tick off.

  1. 1
    Where Closet Talk standsThe three moves that matter most
  2. 2
    The foundationYour host, your feed, your cover, your description
  3. 3
    Getting foundSolving the name problem
  4. 4
    YouTubeThe biggest podcast platform in the country
  5. 5
    SpotifyFree tools that most shows never touch
  6. 6
    Apple PodcastsCharts, follows and editorial features
  7. 7
    Every other appAmazon, iHeart, Pocket Casts, Overcast and more
  8. 8
    Clips and socialThe front door to the show
  9. 9
    Guests, swaps and feed dropsBorrowing audiences from friends
  10. 10
    Listeners and communityKeeping the people you've won
  11. 11
    Queer media, Tulsa and awardsPlaces that already want to hear from you
  12. 12
    Paid promotionOptional, and only once the basics are in place
  13. 13
    The growth roadmapFour stages and the numbers between them
  14. 14
    The weekly rhythmHow it all fits around a Wednesday release
  15. 15
    The tool stack at a glanceEvery tool in one table
  16. 16
    GlossaryPodcast terms in plain language
  17. ✦
    A note from usFollowed by every source in this book
How to read the evidence

Every strategy in this book comes with a Why it works note explaining the reasoning, and small numbers like this1 that link to the exact source at the back. Tap one to jump there; each source opens the original page so you can check it yourself.

Some numbers come from the platforms themselves, like YouTube or Spotify describing their own products. We say so when that's the case, because a company's own figure is useful but isn't independent research.

Chapter 1Where Closet Talk stands
Chapter one

Where Closet Talk stands

You've already done the hardest part. Now it's about making sure the right people can find it.

Closet Talk has something most podcasts never reach: a real back catalog and a steady habit. There are about 62 episodes in the feed, a new one most Wednesdays, and a format people can describe in a sentence. Queer relationships, pop culture, queer history and folklore, listener stories, and two people who are married to each other and funny together.1 The Halloween run on Rocky Horror, Carmilla and witch lore, and the two parts on Texas Guinan, are exactly the kind of episodes that keep finding new listeners for years.

Consistency alone puts you ahead of most of the field. In a study of 100,000 podcast feeds, only about 11% published anything at all in 2026, and the typical show had just six episodes. Weekly is the most common rhythm among active shows, and comedy shows land right there too.2

Why it matters

A big back catalog works like a library. Every new listener who likes one episode has dozens more waiting, which is why the first job is getting people to that first episode. The same study is careful to say that publishing weekly doesn't by itself cause growth.2 What it does is give every other strategy in this book something to point at.

What the show doesn't have yet is reach. On Apple Podcasts it sits at 4.6 stars from only 11 ratings.1 And search for "Closet Talk podcast" and other shows with the same name come up first. Neither of those is about the quality of the show. They're about setup and habits, which is what the rest of this book is for.

The three moves that matter most

Be a real video podcast on YouTubeIt's the app people use most for podcasts now, and the two of you on camera is your strongest asset.
Fix the name problemClear episode titles and a home website make sure the right Closet Talk comes up.
Clips most days, follows every episodeShort clips are how people discover shows. Follows are what move the charts.

The picture has flipped in just a couple of years. Edison Research found in 2026 that watching podcasts passed audio-only listening for the first time, and that 37% of weekly podcast fans use YouTube most often, up from 31% two years earlier.4 Edison's Share of Ear data puts YouTube at 32% of all podcast listening time, ahead of Spotify at 25% and Apple at 20%.5 Apple Podcasts still matters for its charts and editorial picks, but it's no longer where most new listeners are.

40% of listeners say they found their favorite podcast on YouTube.Sounds Profitable discovery study6
Why this shapes the whole plan

Three different research groups, using different methods, all land on the same order: YouTube first, Spotify second, Apple third.3,4,5 When independent studies agree like that, it's safe to plan around. That's why YouTube gets its own chapter right after the setup, and why video comes up again and again in this book.

Before you turn the page
1
Chapter 2The foundation
Chapter two

The foundation

Fifteen minutes of setup that every other chapter depends on.

Know where your feed lives

Your podcast host is the service where you upload episodes, and it sends your RSS feed out to every app. Some hosts unlock things others can't. Spotify's money programs need you to host on Spotify for Creators or a partner.7 Video only reaches Spotify automatically through certain hosts,8 and the same is true for Amazon.9 Before anything else, find out which host Closet Talk uses and who has the login.

Field note

If you're on Buzzsprout, Libsyn, Audioboom, Flightcast, Podigee, Podspace or Audiomeans, your video can flow to Spotify automatically.8 If you're on Spotify for Creators already, you have the most Spotify features with the least effort.

Why it works

Everything an app knows about your show comes from the feed your host publishes. Choosing features on Spotify or YouTube without knowing your host is like planning a tour without knowing which van you have. Ten minutes finding out saves you from setting up tools you can't use.

Own the email in the feed

Spotify, YouTube, Amazon and Castbox all prove you own the show by sending a code to the email address listed in your feed.10,11,12,13 If that's an old personal address only one of you checks, swap it for a shared show inbox now. You already have ClosetTalkStories@gmail.com for listener stories; a show address like that works well here too.

Why it works

A Spotify show can only be claimed once, and after that the person who claimed it controls who else gets access.10 A shared inbox means neither of you is ever locked out, and nothing gets stuck waiting on one person.

One cover, every app

Make one square cover at 3000 × 3000 pixels, saved as a PNG or JPG, in RGB color, with no transparency.14 That single file meets Apple's spec and works everywhere else.15 Two design rules from Apple: the title has to be readable when the cover is the size of a thumbnail, and a pure black or pure white background tends to disappear into the app.14

Why it works

Almost everyone first sees your cover as a tiny square in a list next to dozens of others. Listeners in one survey said artwork does influence whether they try a show, though less than the description and titles.16 A cover that reads clearly at thumbnail size simply gets noticed more.

A description written for strangers

When people decide whether to try a new show, the description is the single biggest factor. In a survey of 780 listeners, the description scored 7.8 out of 10 for importance, ahead of episode titles (6.3), how often a show comes out (5.6), ratings (5.3) and artwork (5.2).16 Spotify's own advice is to write it for someone who has never heard of you.17 Say who you are, what the show is, what a typical episode feels like and when new ones come out.

Try something like

"Married couple Audrey and Stephanie talk queer life with zero filter: relationships, pop culture, forgotten queer history, spooky folklore and your stories. A new episode every Wednesday."

Why it works

The description is the sales pitch for someone who has never met you. Inside jokes and clever wordplay land with fans but lose strangers. The first line or two matter most, because most apps cut the rest off until someone taps "more."

Categories on purpose

Apple lets you choose a primary and a secondary category, and the primary decides which chart and category pages you appear on.18 Spotify uses the first category listed in your feed for its charts.19 Comedy as primary, with Society & Culture as secondary, fits the show well. There is no LGBTQ category on Apple, so your words and titles have to carry that.18

Before you turn the page
2
Chapter 3Getting found
Chapter three

Getting found

There are a few Closet Talks out there. Here's how to make sure listeners land on yours.

Searching for "Closet Talk podcast" currently brings up other shows first, including an older, inactive queer show with nearly the same name listed in the Queer Podcasts Network directory.20 That costs you listeners who heard about you from a friend and went looking. The fix is a mix of better words and a home base you control.

Titles are your search engine

Apple's search reads three things: the show name, episode titles and the author field. It doesn't read your show notes.21 So the words people actually type, like lesbian, queer history, LGBTQ, Halloween, or a person's name, need to be in your episode titles.

Harder to findEasier to find
Ep 52: She Ran the SpeakeasyTexas Guinan, the Queen of the Speakeasies (Queer History)
Ep 56: Sweet TransvestiteRocky Horror and Why Queer Kids Still Love It
Ep 57: Fangs OutCarmilla: The Lesbian Vampire Who Came Before Dracula

These titles are illustrations of the idea, not your actual episode titles.

Leave episode numbers and the show name out of titles. Apple adds those automatically from your episode settings, and repeating them pushes the good words off the screen.22

Why it works

Search is how a huge share of listeners find shows. One survey found 70% of listeners use search to find podcasts,21 and another found 40% start by searching inside their podcast app.16 Episode titles were also the second most important thing people look at when deciding whether to try a show.16 A title that says what the episode is about does two jobs at once: it gets found, and it gets clicked.

Consider a short descriptor

Many shows add a few words after the name, like "Closet Talk: Queer Comedy with Audrey & Stephanie." It separates you from the other Closet Talks everywhere at once. Keep it honest and short. Apple's guidelines forbid misleading search terms, and stuffing keywords into a name can get a show removed.23

A website of your own

A Linktree is handy, but it doesn't win search. A simple site with one page per episode does. Put the show notes, links, chapter timestamps and the full transcript on each page. Many hosts include a free site; turn it on and point a domain at it.

Why it works

About 13.6% of listeners in one survey said they search Google first when looking for a show, not a podcast app.16 Google can't read the inside of Apple or Spotify the way it reads a website, so a page for each episode, with its transcript, gives Google something to show. It also gives guests a real link to share, which matters in chapter 9.24

One link that works for everyone

When you share an episode, use a smart link that opens in whatever app the listener already uses. Podlink and Podfollow are free.25 Apple's free Marketing Tools also make short links, QR codes for flyers and "Listen on Apple Podcasts" badges.26

Why it works

Every extra tap loses people. If someone on Spotify gets an Apple link, many won't bother to search again. A smart link sends each person straight to the app they already use, so a share turns into a listen.

Put both of you in the feed

Ask your host to add Podcasting 2.0 "person" tags for Audrey and Stephanie, and for each guest on their episode.27 Newer apps show the hosts and link to them, which helps people searching by name.

Before you turn the page
3
Chapter 4YouTube
Chapter four

YouTube

More than a billion people watch podcasts on YouTube every month. This is where the growth is.

YouTube says more than one billion people a month watch podcasts there,28 and that people watched more than 100 million hours of podcasts a day as of mid 2025.29 Those are YouTube's own numbers, but independent research backs up the direction: it's the platform people use most, and the one where most listeners say they found their favorite show.3,6

Choose video, not a still image

YouTube gives you two ways in. You can connect your RSS feed and let YouTube turn every episode into a video with your cover art sitting still on screen.11 Or you can upload real video yourself. YouTube says uploading gives you the most control, richer analytics and more ways to earn.30 It also ranks the visual options plainly: static art is the baseline, a webcam is better, and multiple angles are best.31

Why it works

Video podcasts are now watched more than audio-only ones, according to Edison Research.4 On YouTube, people decide in seconds whether to keep watching, and two people reacting to each other holds attention in a way a still image can't. Video also feeds everything else: every episode you film is also raw material for clips in chapter 8. Spotify says the same thing from its side: video helps a show appear in more places in the app.17

Heads up

If you use the RSS route, YouTube's rules say those episodes can't contain ads, and any host-read promotion has to be marked as branded content. Editing an RSS episode in Studio also stops future updates to it from your feed.32

Mark a playlist as a podcast

In YouTube Studio, open a playlist of your full episodes and choose Add podcast features. Give it a square image at 1280 × 1280 pixels. Use full episodes only, never clips. Leave the word "podcast" out of the title.33

Why it works

Marking the playlist tells YouTube "this is a podcast," and YouTube treats it differently. You get the podcast badge, better placement in search and recommendations, a chance to be featured on YouTube's podcast page, and your episodes appear in YouTube Music, where people can listen in the background or download without Premium.33 It's also required to show up on YouTube's weekly Top 100 podcast chart.34

A thumbnail for every episode

Your podcast image is square, but each episode needs a wide 16:9 thumbnail. YouTube recommends expressive faces, strong contrast, three to five bold words and a look that's consistent from week to week.31 Upload at 3840 × 2160.35 On desktop, Test & compare lets you try up to three thumbnails or titles at once.36

Why it works

On YouTube, the thumbnail is the cover, the title and the pitch all at once. Faces and emotion catch the eye in a crowded feed, and a consistent style lets returning fans spot you instantly. Test & compare picks the winner by watch time, not clicks,36 so you learn which thumbnail brings in people who actually stay.

Chapters on everything

Add timestamps to the description, starting at 00:00, with at least three chapters, each at least 10 seconds long.37 YouTube calls chapters essential for anything over 20 minutes, and chapter titles get picked up by YouTube and Google search.31

Why it works

Your episodes run 45 to 55 minutes. Chapters let a new viewer jump straight to the part that interests them instead of leaving. And because the chapter titles are searchable, a chapter called "The real story of Texas Guinan" can bring in someone who has never heard of Closet Talk.

Make release day an event

  • Premiere the episode so fans can chat live while it plays.
  • Post on the Community tab between episodes: a poll, a photo, a teaser.
  • Reply to comments in the first few hours.
  • Turn on Clips so viewers can cut and share their favorite moments.
Why it works

These all come from YouTube's own guide for podcasters.31 YouTube also reports that more than 30% of podcast watch time starts as a livestream or premiere,29 which shows how much people like showing up at the same time. A live chat turns release day into a hangout, and quick replies tell commenters there are real people on the other side.

When the money starts

At 500 subscribers, 3 uploads in the last 90 days and 3,000 watch hours in a year, you can turn on channel memberships and Super Thanks. At 1,000 subscribers and 4,000 watch hours, you can earn from ads. If you join the Partner Program, accept the new terms in Studio by January 31, 2027.38

Before you turn the page
4
Chapter 5Spotify
Chapter five

Spotify

The number two podcast app, with a toolbox most shows never open.

Claim the show

Go to Spotify for Creators (it used to be called Spotify for Podcasters), choose Find an existing show, then Somewhere else, and enter your feed. Spotify emails an eight digit code to the address in the feed. A show can only be claimed once, so whoever claims it should then invite the other host as a team member.10

Set up the show page

  • Best place to start sends brand new listeners to the episode you choose.
  • Episode previews are 60 second teasers that play right in people's Home feed. Spotify picks one automatically, but you can choose your own.
  • Host recommendations let you point fans to other shows and playlists.39
Why it works

A new listener's first episode decides whether they come back. Left alone, they'll often tap your newest episode, which might be part two of something or full of callbacks. Best place to start hands them the episode you'd play for a stranger. The preview works the same way in the Home feed: it's an audition in front of people who weren't even looking for you, so the funniest minute you have beats whatever Spotify picks automatically.39

Spotify's own top tip is about sound: the number one reason listeners lose interest is when a show is hard to hear.39 Before anything fancy, make sure both voices are clear and even.

Polls and comments

Every episode can have one poll with two to seven answers, and polls work even if you host somewhere else. You can't edit a poll once someone has voted.40 Turn comments on, set moderation to Standard and add up to 20 blocked words. Replying to a comment approves it.41

Why it works

Spotify recommends asking for comments in both the intro and the outro and reading comments and poll results on air.42 When listeners hear their own vote or comment mentioned, they feel like part of the show, and people who feel like part of a show come back and tell friends. It's the same instinct behind your listener stories segment, just one tap easier.

Chapters, transcripts and video

Add chapters in the description, starting at (00:00), with at least three, each at least 30 seconds apart, and titles under 40 characters.43 Spotify generates transcripts for some shows automatically, or you can upload your own.44 For video, partner hosts send it to Spotify automatically; otherwise you can upload video over an existing audio episode, though that video can't earn money through Spotify.8

Let fans clip you

Since May 2026, any Spotify listener can share a clip of an episode with their own start and end point.45 Mention it on air once in a while: "If something made you laugh, clip it and send it to a friend."

Why it works

Word of mouth is one of the strongest ways people find podcasts. In Sounds Profitable's research, 64% of listeners get recommendations from friends or family, and 72% of those say they're likely to act on them.6 A clip makes that recommendation easy: instead of "you should listen to this show," it's "listen to this 30 seconds."

The three numbers to watch

NumberWhat it tells you
Impressions to playsWhen people see the show, do they press play? If not, look at the cover, title and preview.
Completion quartilesWhere people stop listening. A drop in the first minutes usually means a long intro.
Returning audienceWhether new listeners come back next week. This is the real growth number.

A play now counts after 30 seconds, and Spotify added the new versus returning audience split in June 2026.46

Why it works

Spotify's own example shows a one minute intro losing about 10% of listeners early.47 Listener research agrees: about 27.5% of people give a new show only five minutes to win them over.16 Those three numbers tell you exactly where you're losing people, so you fix the right thing instead of guessing.

When the money starts

Spotify Memberships, which replaced Subscriptions in October 2026, opens at 3 episodes, 100 listeners and 100 hours listened in 30 days, and you keep 90%.48,49 The Spotify Partner Program opens at 3 episodes, 1,000 listeners and 2,000 hours in 30 days, and pays half of ad revenue plus a share of Premium video revenue.7 Both require hosting on Spotify for Creators or a partner host. Patreon feeds also play inside Spotify no matter where you host.48

Before you turn the page
5
Chapter 6Apple Podcasts
Chapter six

Apple Podcasts

Smaller than it used to be, but its charts and editorial picks still open doors.

Claim the show

In Apple Podcasts Connect, choose More Actions, then Claim Existing Show. Apple gives you a token that's good for seven days; paste it into your host's settings and Apple confirms ownership within a day.50

Ask for the follow first

Apple's charts rank shows on a mix of listening, follows and how much of each episode people finish. Ratings and reviews do not count toward charts or search at all.51,52 They still matter, because new listeners look at them, and 11 ratings is thin. But the follow is what moves you up.

Ratings help convince people. Follows move the charts.Apple Podcasts chart guidance51

So make the ask specific: "If you're on Apple Podcasts, tap Follow, and if you love us, leave a rating." Read new reviews on air. Never trade anything for a rating or review; Apple forbids it.23

Why it works

Podnews looked closely at how Apple's main chart behaves and found it's driven largely by recent new follows, not total downloads.53 That's good news for a smaller show: a burst of new follows in a short window can lift you onto a chart even without a huge audience, and a chart spot puts you in front of people browsing for something new. Ratings work differently. Listeners say they weigh ratings at about 5.3 out of 10 when trying a show,16 so more of them helps convince people once they've found you.

A trailer and bonus episodes

Publish a one to two minute trailer and mark its episode type as Trailer. Use the Bonus type for extras.54 For an ongoing show, Apple features your oldest trailer, so if you have an old one, replace it.22

Why it works

A trailer is the low-commitment way in. Asking a stranger to start a 50 minute episode is a big ask; two minutes is easy. It's the podcast version of a movie trailer, and Apple displays it prominently on your show page.

Chapters and transcripts

Apple now creates chapters automatically for English episodes over 10 minutes,55 and a transcript for every episode.56 Check that both look right. You can turn the automatic chapters off, or send your own through your host.

Ask to be featured

Apple's editors pick shows for the front of the app. Use the feature request form at least two weeks before a launch, a themed run or a new season, with your pitch, a little about the two of you and your promotion plan. If you aren't picked, try again in six to eight weeks.57

Why it works

Editors look for a reason to feature a show now. A themed run with a clear angle, like Pride month or a Halloween series, gives them that reason. Apple specifically asks for your marketing plan with dates,57 because they want to feature shows that will also be bringing their own audience.

The number to watch

Apple counts an "engaged listener" as someone who listens for 20 minutes or 40% of an episode.58 Compare engaged listeners with total listeners for each episode, and you'll see which topics hold people.

If you want a paid tier

Apple's subscription program lets you sell bonus or ad-free episodes. You keep 70% of each subscriber's first year and 85% after that.59 There's also a yearly program fee; industry reports put it at $19.99 in the US, though Apple's own page doesn't list the amount.60

Before you turn the page
6
Chapter 7Every other app
Chapter seven

Every other app

A few minutes each, so no listener ever hits a dead end.

Most of these apps pull your show automatically, but claiming it gives you control, stats and a way to reply to people. Work down this list once and you're done.

AppWhat to doWhy it's worth it
Amazon MusicAdd or claim at podcasters.amazon.com and verify by email12Also puts you on Audible. Video arrived in 2026 through certain hosts.9
iHeartRadioSubmit at podcasters.iheart.com, or let your host do it61Used by 11% of Americans for podcasts in the past year.3
Pocket CastsEmail curation@pocketcasts.com with your link before a season push62Its featured picks are chosen by people and favor new shows and new seasons.62
OvercastNothing to submit; it pulls from Apple. Ask listeners to star episodes.63Ranks shows by listener stars, with no editors involved.63
GoodpodsClaim at goodpods.com/claim-podcastTop 100 leaderboards with an indie-only filter, ranked by listens, ratings, comments and shares on Goodpods.64
CastboxCreator Studio, then Claim OwnershipUnlocks stats and replying to listener comments.13
Why it works

Each of these is small on its own, but together they add up, and the people on them are often loyal, heavy listeners. Some of them also reward a smaller show more than the giants do. Goodpods has a leaderboard just for independent shows, and Overcast's rankings come entirely from listener stars, so a handful of devoted fans can make a visible difference there.

The podroll: a friend list in your feed

A podroll is a list of shows you recommend, built right into your feed.65 Newer apps like Pocket Casts display it on your show page.66 Fill it with queer podcasts you love and tell those hosts.

Why it works

It costs nothing and it's generous, which is exactly why it works. Telling another host "we put you in our podroll" opens the door to swaps and guest spots in chapter 9, and they're likely to return the favor.

Before you turn the page
7
Chapter 8Clips and social
Chapter eight

Clips and social

Nobody finds a 50 minute episode by accident. They find a 30 second clip, then come looking.

About 89% of podcast listeners say they watch clips at least sometimes, with YouTube and TikTok leading the way, and roughly a third of clip viewers reliably go on to the full episode.67 In a separate 2025 survey, 41% of people had used YouTube Shorts to discover a podcast, 34% Instagram Reels and 29% TikTok.68 Clips are the front door to the show.

Why it works

A full episode asks for an hour. A clip asks for 30 seconds, in an app people are already scrolling. That's a much easier yes. Sounds Profitable found that 61% of listeners credit YouTube or social media for finding their favorite show.6 Clips are how a comedy show shows people it's funny, instead of just telling them.

How to cut a clip that works

  • Length: 15 to 60 seconds. About 15 to 30 for TikTok, up to 90 is fine on Reels.69
  • Shape: vertical, 9:16.69
  • Hook: grab people in the first few seconds. Start mid-laugh or mid-argument, not with "So, today we're talking about."69
  • Context: enough to make them curious, never the whole story.69
  • Captions, always.69
Why it works

Riverside points out that many people scroll with the sound off, which makes captions essential, especially on TikTok.69 The first few seconds decide whether someone keeps watching or flicks past, so the hook matters more than anything else in the clip. Holding back the punchline, or the end of the story, is what sends people to the full episode.

How often

One episode can easily give you five to seven clips. Post one a day across Shorts, Reels and TikTok. Descript recommends posting daily or close to it, while saying weekly is still fine.70 The easiest trick is to jot down timestamps during recording whenever one of you cracks the other up.

Why it works

Each clip is another chance to be shown to someone new. Posting the same clip on all three platforms costs almost nothing extra and reaches three different crowds. This daily advice comes from tool companies rather than independent studies, so treat daily as the goal and a steady few a week as a solid start.

Tools that do the cutting

Descript, Riverside's Magic Clips and OpusClip will all find clip-worthy moments and add captions for you.69,70 OpusClip has a free plan with 60 minutes a month (with a watermark).71 Check current pricing before you pay for anything.

Let your people do the sharing

Of listeners who found a show through social media, 60% found it through posts by people they follow, compared with 33% through sponsored posts.6 Friends, guests, partner organizations and RIR resharing your clips does more than paid posts would.

Posts from people you follow beat sponsored posts almost two to one.Sounds Profitable discovery study6
Why it works

People trust the people they follow far more than they trust ads. A clip shared by a friend comes with a built-in recommendation. That's why the cheapest growth plan is a good clip plus a few people willing to share it.

Before you turn the page
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Chapter 9Guests, swaps and feed drops
Chapter nine

Guests, swaps and feed drops

The fastest audiences to grow are the ones you borrow from friends.

Make sharing effortless for guests

  • At the end of the recording, tell the guest the release date.
  • On release day, email them the link to the episode page on your website, not an app link.
  • Include images in three sizes: wide 16:9, 4:5 for Instagram, and tall 1080 × 1920 for stories.
  • Add one short clip and a caption they can paste.
  • Tag them in your own posts, which makes resharing a single tap.24

If you only have time for one thing, make the images.24

Why it works

A guest's name on its own doesn't bring in many listeners. In a listener survey, "having heard of the guest" scored only 4.6 out of 10 as a reason to try a new show.16 What helps is the guest sharing the episode with their own followers, and that's the "posts from people you follow" effect from chapter 8.6 Guests are busy. The less work sharing takes, the more likely they'll do it.

One promo swap a month

Trade a 30 second promo with a show that has a similar audience but isn't a direct competitor. For a weekly show, about one swap a month is a good pace.72 Play it near the start or in the middle of the episode.73

Why it works

A promo on another show reaches people who already listen to podcasts, already like your kind of show, and are hearing about you from a host they trust. In Podnews's case examples, promos at the start and in the middle performed about the same, while promos at the end did poorly, because many listeners stop before the end.73

Feed drops and crossovers

A feed drop is when you play a full episode of a partner's show in your own feed, with a short intro from the two of you, and they do the same. A crossover is a joint episode. They're also a great way to cover a week off.72

Why it works

In Podnews's case series, a feed drop gave one show its biggest download day ever, and a crossover doubled downloads on release day, then doubled them again the next day.73 Those examples are a few years old and came from audio fiction shows, so take the exact numbers lightly. The idea holds: a whole episode gives a partner's listeners a real taste of you, not just a 30 second pitch.

Keep it balanced

Tom Webster of Sounds Profitable warns against relying mainly on trailers, chart positions or promotion inside podcast apps.6 Swaps are a strong tool, but they work best alongside clips and YouTube, not instead of them.

Where to find partners

Start with Leftist Lezzies in Oklahoma City, already an RIR media partner and a natural fit.74 The Tink Media Podcast Promo Swap Database lists shows looking for guest swaps and promo swaps.75 The Queer Podcasts Network keeps a list of lesbian podcasts you can browse for more.76

Before you turn the page
9
Chapter 10Listeners and community
Chapter ten

Listeners and community

Growth isn't only new people. It's the people you already have, bringing friends.

A voicemail line for stories

Listener stories are already part of Closet Talk. A voice message page through a tool like SpeakPipe or Telbee lets people record theirs from their phone.77 Hearing a listener's real voice on air is magic, and it makes everyone else want to send one in.

Why it works

Podcast Movement recommends voice messages because they turn listeners into contributors.77 Someone who hears their own story on the show is going to share that episode with everyone they know. Recording a voice note is also much easier than writing an email, so more people will actually do it.

A short weekly email

Every Wednesday, send a short note: the new episode, one clip and one line from behind the scenes. Substack, for one, now promotes companion newsletters as a way to build community around a podcast.78

Why it works

We didn't find solid research showing newsletters bring in new listeners, so don't count on that. What an email list does is give you a direct line to your fans that no app's algorithm controls. If a platform changes its rules tomorrow, your list still reaches people.

A paid bonus tier, when you're ready

Podcasters earned $629 million on Patreon in 2025, up 33% from the year before. Patreon typically takes about 10%.79 Its private feeds play inside Spotify.48

Why it works

Edison found that 21% of weekly podcast fans paid to support a podcast in the past year.4 Your most devoted listeners often want a way to support you. Bonus episodes, early access or ad-free versions give them one. Wait until you have a steady core audience, because a paid tier works by deepening loyalty, not by finding new people.

Record live

The Lynn Riggs Theater at the Dennis R. Neill Equality Center, run by Oklahomans for Equality, hosts shows at least twice a month.80 Tulsa Pride and a showcase like Creating Change are other natural stages.

Why it works

A live show gives you an episode, a week of clips with a real crowd laughing, and photos for every platform. It also puts you in a room with your local community, where word of mouth starts. Queer podcasts have done this before: Big Queer Pod Fest in New York put several shows on one stage to raise money for The Trevor Project.81

Before you turn the page
10
Chapter 11Queer media, Tulsa and awards
Chapter eleven

Queer media, Tulsa and awards

Plenty of people already want to celebrate queer creators. Let them know you exist.

Queer podcast directories

The Queer Podcasts Network keeps a free directory with a submit page.82 Its listings include an older, inactive show with a name close to yours,20 so getting your own listing up matters twice over.

Queer press

Several outlets run roundups of lesbian and queer podcasts. Nonchalant Magazine takes suggestions by email,83 GO Magazine has published queer podcast roundups,84 and Curve has covered lesbian podcasts.85 Autostraddle is worth a pitch too. Closer to home, The Gayly covers LGBTQ+ news across Oklahoma.86

Why it works

These outlets' readers are exactly the people most likely to love Closet Talk, and editors are always looking for new shows to recommend. A mention in a "best lesbian podcasts" list can keep sending listeners for years, because people keep finding those lists through search.

Tulsa

  • Oklahomans for Equality runs the Dennis R. Neill Equality Center, the oldest and largest queer community center in the state, and its Lynn Riggs Theater.80
  • Tulsa Pride runs a vendor and makers market with reduced fees for queer small businesses.87 The 2027 event is expected in mid October; watch tulsapride.org for applications.
  • Twisted Arts, Tulsa's queer arts group, runs a film festival at Circle Cinema, a Pride kickoff night market and 2-Spirit Fest.88
Why it works

Being the queer podcast people in your own city is a real advantage. Local organizations need content and voices; you need guests and audiences. A table at Pride or a guest from Twisted Arts brings in people who live where you live, and they bring friends.

Awards to enter

AwardWhat to know
Webby AwardsEntries opened September 15, 2026.89 Last year's deadline was December 19.90 A queer comedy show has been honored for Best Indie Podcast before.91
The Ambies 2027Submissions opened August 17, 2026, with new Listener's Choice voting for Best Host.92
iHeart Podcast AwardsFree to enter, with a Comedy category. Usually opens around December.90
GLAAD Media AwardsHas an Outstanding Podcast category.93 Email submissions@glaad.org for the next window.
Gracie AwardsCelebrates work by and for women. Deadline is usually late January.90
Why it works

A nomination is something to announce, a line for your show description and a reason for press to write about you. The iHeart awards are free to enter, which makes them an easy first try. The Listener's Choice voting at the Ambies also gives your fans something to rally around.

Check dates

Award deadlines and fees change every year. Confirm each one on the award's own site before you plan around it.

Creating Change 2027

The National LGBTQ Task Force's conference is in Louisville, January 27 to 31, 2027,94 and RIR is planning a showcase there. It could be a live segment, a week of interviews, or simply a room full of potential guests.

Before you turn the page
11
Chapter 12Paid promotion
Chapter twelve

Paid promotion

Optional. Paid ads work best once the show page, titles and clips are already strong.

Everything before this chapter is free. Do those first. An ad sends people to your show page, so if the cover, description and first minutes aren't working yet, you'd be paying to lose listeners.

OptionCostNotes
Spotify podcast ads$250 min, or $15/dayPromotes your show inside Spotify. Works on any host. Ads 30 seconds or shorter.95
Ads on other podcasts$18 to $25 CPMAbout $250 for a host-read spot on a show with 10,000 listeners an episode.96
Overcast adsAsk firstOvercast requires content suitable for all ages, and Closet Talk is rated Explicit.97
Why we put this last

Sounds Profitable found that among people who discovered a show through social media, posts from people they follow worked almost twice as often as sponsored posts.6 And 72% of independent podcasters say growth is their biggest challenge, while only 15% make money from their shows,98 so spending carefully matters. Paid ads can work, but the free strategies usually do more per dollar, which is none.

Field note

If you test a paid ad, spend a small amount, run it for two weeks and compare new followers before and after. Promo swaps from chapter 9 usually do the same job for free.

12
Chapter 13The growth roadmap
Chapter thirteen

The growth roadmap

Four stages, and the real numbers that mark the move from one to the next.

The gates below come from two places: how many downloads an episode gets in its first seven days compared with every show hosted on Buzzsprout,99 and the thresholds YouTube and Spotify set for their own programs.38,7,48

1
Foundation
Under 28 downloads per episode in 7 days

Get the setup right: host, feed email, cover, description, categories, titles and claims on every app. Start recording video and posting clips.

2
Traction
28+ in 7 days · top half of all podcasts

The weekly rhythm is a habit. Clips go out most days, guests share, and one swap happens each month. On YouTube, 500 subscribers and 3,000 watch hours unlock memberships. On Spotify, 100 listeners and 100 hours unlock Memberships.

3
Momentum
99+ in 7 days · top 25%

Feed drops, live recordings, award entries and Apple feature requests. YouTube ad revenue opens at 1,000 subscribers and 4,000 watch hours. The Spotify Partner Program opens at 1,000 listeners and 2,000 hours in 30 days.

4
Flourishing
425+ in 7 days · top 10%

Sponsors start to take notice, a paid bonus tier makes sense, and the show becomes a stage for other queer voices. At 1,034 you're in the top 5%.

Why these numbers

It's easy to feel small next to celebrity podcasts. These benchmarks compare you with real shows: half of all podcasts on Buzzsprout get fewer than 28 downloads in an episode's first week.99 Knowing that keeps progress in perspective, and the platform thresholds tell you exactly when new tools open up.

Counting YouTube

YouTube views never show up in your host's download numbers, because YouTube counts views, not downloads.100 Keep a simple sheet with both side by side, week by week, so you see the whole audience.

13
Chapter 14The weekly rhythm
Chapter fourteen

The weekly rhythm

Built around a Wednesday release. Once it's routine, most of this book runs itself.

Recordingany day before

Record with video. Jot down timestamps of the funniest or sharpest moments as they happen. At the end, tell any guest the release date.

Wednesdayrelease day

Publish with a searchable title, chapters and a Spotify poll. Premiere the full video on YouTube with a fresh thumbnail. Post the first clip. Email the guest their promo kit. Ask for the follow in the episode itself.

Thursday to Tuesdaythe week after

Post one clip a day across Shorts, Reels and TikTok. Reply to comments within a few hours. Save the best comments, reviews and voicemails to read on air.

Monthlyfirst week

Do one promo swap or feed drop. Check the three numbers that matter: Spotify impressions to plays, Apple engaged listeners and YouTube retention. Pick one thing to improve next month.

SeasonallyPride, Halloween, new seasons

Bunch your launch pushes into a short window, because a burst of new follows is what lifts Apple's charts.53 Send Apple a feature request at least two weeks ahead,57 and email Pocket Casts' curators.62

Why a rhythm beats a burst

Spotify lists a consistent schedule among its top recommendations,17 and your episode length of 45 to 55 minutes already sits where most listeners like it: more than half prefer episodes between 15 and 60 minutes.101 A fixed routine means the growth work gets done every week, even on weeks when life is busy, instead of only when someone remembers.

14
Chapter 15The tool stack at a glance
Chapter fifteen

The tool stack at a glance

Everything mentioned in this book, in one place.

JobToolCost
Manage SpotifySpotify for CreatorsFree
Manage AppleApple Podcasts ConnectFree
Manage YouTubeYouTube StudioFree
Manage Amazon and AudibleAmazon Music for PodcastersFree
Badges, QR codes, short linksApple Marketing ToolsFree
Share links for every appPodlink, PodfollowFree
Find clips and caption themDescript, Riverside, OpusClipFree plans, then paid
Find swap partnersTink Media swap databaseFree
Queer podcast listingQueer Podcasts NetworkFree
Listener voicemailSpeakPipe, TelbeeFree plans, then paid
Paid bonus tierPatreonAbout 10% of earnings
Ads inside SpotifySpotify Ads ManagerFrom $250
15
Chapter 16Glossary
Chapter sixteen

Glossary

Podcast terms, in plain language.

Host
The service where you upload episodes. It creates your RSS feed and sends it to every app.
RSS feed
The behind-the-scenes link that tells every podcast app what your show is and when a new episode is out.
Claiming a show
Proving to an app that you own the podcast, usually with a code sent to the email in your feed. It unlocks stats and tools.
Chapters
Timestamps that split an episode into named sections so listeners can jump around.
Transcript
The full text of an episode. Helps with search and makes the show accessible to Deaf and hard of hearing fans.
Trailer
A one to two minute episode that introduces the show to new listeners.
Follow
When a listener subscribes so new episodes show up for them automatically. Follows drive Apple's charts.
Completion rate
How much of an episode people finish. Spotify shows it in quarters; Apple uses it for charts.
Engaged listener
Apple's term for someone who listens for 20 minutes or 40% of an episode.
Consumption hours
The total hours people spent listening or watching. Spotify and YouTube use it for their programs.
Shorts, Reels, TikTok
Vertical videos up to a few minutes long on YouTube, Instagram and TikTok. Where clips live.
Smart link
One link that opens your show in whatever app the person already uses.
Promo swap
Two shows each play a short ad for the other.
Feed drop
Playing a full episode of another show in your feed, with your own short intro.
Podroll
A list of recommended shows built into your feed.
Podcasting 2.0
Newer feed features, like chapters, transcripts, person tags and podrolls, that modern apps can read.
CPM
Cost per thousand listeners. How podcast ads are usually priced.
16
Closet TalkA note from us

A note from us

Audrey and Stephanie, the two of you have built something people come back to every week. That's the part no checklist can do. Everything in this book is just about making sure more people get to find it.

You don't have to do it all at once. Start with chapter 2 and the weekly rhythm. Get video onto YouTube. Post clips. Ask for the follow. Come back to the rest as you go, and send us your best clips so we can share them across RIR.

We're proud to have Closet Talk in the Rainbows In Revolt family, and we can't wait to see where it goes.

Matt and Allie

Rainbows In Revolt · rainbowsinrevolt.com

✦
Closet TalkSources

Sources

Every number in this book, and where it came from.

Researched November 9, 2026. Each source opens the original page. Numbered in the order they first appear. Platform rules and prices change often, so check the source before spending money or planning around a deadline.

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