Welcome to the first in our FAQ series where we lay out simple, practical guides to our podcast production clients most commonly asked questions.
First up, we have had a lot of questions about Apple Podcast Channels since they launched in June 2021 alongside their new subscription features.
So, here’s your guide to help you understand these new developments. In this post we will answer:
Do we need a channel?
If so, what assets do I need to create one?
And then how do I actually do it?
Why should you make an Apple Podcast Channel?
If you have more than one podcast, we recommend creating a simple channel as it improves discoverability and creates a simple, attractive shop-window for your podcasts.
Essentially, all it means is that by clicking the author tag that displays under your podcast title a listener will be taken to your channel helping them easily discover your other podcasts. If you don’t have a channel the link won’t take you anywhere when clicked. We think this is a missed opportunity!
It also means that if someone searches your channel name in Apple Podcasts, your channel will be returned as a result. This is helpful if your channel name is your brand name.
What assets do you need to make an Apple Podcast Channel?
Before you publish your channel, you will need to have all these assets uploaded or filled in in order to make it live. You can also make changes to all of these fields once it is live.
Apple Connect Account - If you have already created your podcast channel and it is one Apple Podcasts you should already have this. If not, find out how to make one here.
Channel Name - This can be up to 25 characters. We suggest just using your brand name eg. Message Heard.
Artwork Banner - This will be a transparent banner that you can then add a background colour when you upload it. You can find all the requirements and a template here.
Icon - This should be your brand logo or similar. There are further specifications and a template here.
Description - This can be up to 4000 characters. Apple haven’t published any best practice around this yet but it should describe what listeners can expect from your channel. Try a welcoming tone to encourage engagement. Here is an example from the Message Heard channel:
We are Message Heard, one of the UK’s leading podcast creators. We make award-winning shows spanning groundbreaking journalism, intriguing personal stories and unheard insights from the world of sport. For unparalleled insight into modern day war and diplomacy, think Conflicted; for a fascinating family tale unearthed for the first time, listen to Finding Natasha; and for a story of tragedy and injustice on the world’s stage, find Untold Killing.
Link - You can also include a link. We recommend a link to your website homepage, podcast hub or a link tree — wherever you want to drive listeners.
A screenshot of the backend of the Message Heard channel in Apple Podcasts Connect.
How do you make an Apple Podcast Channel?
1. Log on to Apple Podcast Connect using your Apple ID
2. Click the purple plus sign in the left hand side of your screen next to “Podcasts”
3. Select ‘New Channel’
4. Name your channel in the pop-up box
5. Fill in your description
6. Add a link to your website
7. Upload your icon and banner
Congratulations, your Apple Podcast Channel is now live!
You can now add shows as and when you launch them, or even introduce subscription content - we hope to explore that more in a future blog post, so do let us know if you’d find a guide to Apple Subscriptions helpful. You can tweet us here, or email contact@messageheard.com.