How to Use Merchandise and More to Grow Your Podcast

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Want to Grow Your Podcast? Stop Thinking Only In Terms of Downloads

There’s more than one way to grow a podcast—and no, it’s not just blasting links on social media or firing repeated messages at your email list.

Something many podcasters overlook when it comes to audience growth is merchandise.

Yes, hoodies, mugs, stickers, and other tangible stuff. Not just because it’s fun (though it is), but because it builds visibility, starts conversations, and gives your audience a way to represent your brand in the real world.

If your growth strategy doesn’t include anything off-screen, you’re leaving opportunities for growth and discovery on the table.

Merch Isn’t Just Swag. It’s Strategy

The right merchandise does more than make your logo look cool.

When done intentionally, a merch strategy can drive serious engagement and even help grow your listener base.

Here’s what it can do:

Create word-of-mouth momentum that algorithms can’t replicate
Build brand loyalty by giving listeners something tangible to connect with
Open doors to collaborations, giveaways, and cross-promotion
Extend your brand beyond the podcast platform

Ever seen a stranger wearing a band tee and instantly wanted to talk to them? That’s what merch can do for your podcast.

But there’s a catch: the content still has to deliver. You can’t slap your logo on a mug and expect people to care if the show isn’t resonating. Great merch supports great content—it doesn’t cover for it.

Building a Merch Strategy That Works

Throwing your logo on a t-shirt is easy. Making it part of your podcast growth plan takes more thought.

Here are some key points to consider when building out your merch strategy:

Know your audience: What would they actually want to wear or use?
Start small: A limited drop of high-quality items is better than a bloated store full of random stuff.
Think beyond wearables: Coffee mugs, tote bags, notebooks—these are everyday items that stay visible.
Use it in your marketing: Host giveaways, add merch to your email funnels, or reward loyal listeners.

The more strategic you are, the more value merch brings to your overall brand presence.

Don’t Ignore Offline Visibility

Social media algorithms come and go. But a hoodie on someone’s back or a branded mug in a livestream shot? That sticks.

If you want to play a long-term game, think about how your brand shows up beyond the podcast apps. Podcasting isn’t just about downloads—it’s about connection. Merch helps create that in places your audio can’t always reach.

QUESTION OF THE DAY: What’s one piece of merch your listeners would actually want to use?