Insights from the APVA Community Event with Jon Savage and Jonathan Warncke
In the ever-evolving world of podcasting, growth doesn’t happen in isolation. As many African podcasters and audio creatives have discovered, collaboration is a powerful lever for scaling, strengthening your message, and expanding reach. This was the central theme explored in the June edition of APVA community event featuring Jon Savage, Podcast Strategist & CEO of Africa Podcast Network and South African Podcasters Guild Director & Podcast Producer, Jonathan Warncke.
Here are the top takeaways from the session on how collaboration can set your podcast up for long-term success:
1. Make Your Podcast Findable and Collaborative
The foundation of any successful podcast is discoverability. Jonathan emphasized that having a central hub like a website, can be a game-changer.
“Embed an RSS feed player on your website. Make that your show’s home. That’s where you host your content, articles, and share collaborations.”
While platforms like YouTube have become popular for video podcasts, they’re driven by clickbait and drama, which may not work for everyone, especially creators tackling deeper or nuanced issues. Collaboration with blogs, forums, or communities aligned with your values can help you get visibility without compromising your voice.
2. Leverage Paid Media (If You Can)
Organic growth takes time and effort, and not everyone has that luxury. Jonathan shared that even a small budget for social media boosts particularly on Instagram and Facebook can go a long way:
“Organic growth is what everyone tells you to do but if you have any budget, even a little, use it wisely. Let the platforms target for you.”
If budget is an issue, collaboration becomes even more important. Partnering with aligned communities or newsletters can help amplify your show at no cost.
3. Partner with Communities, Not Just Individuals
For creators in contexts where platforms like Facebook are inaccessible (e.g., Uganda), WhatsApp and Telegram offer powerful alternatives.
Jonathan suggested creating WhatsApp broadcast channels or engaging with existing community groups:
“Join communities aligned with your theme. Talk to the admins. Ask if you can share your episodes. Become part of the conversation.”
Instead of building an audience from scratch, tap into existing networks where your ideal listeners already gather.
4. Tell Local Stories with Global Resonance
Mo, host of The More Sibyl Podcast, highlighted the challenge many diaspora creators face: telling layered, culturally rich stories that don’t always fit into mainstream formats.
Jonathan acknowledged this, noting that such creators sit in a “tricky middle space”—not quite local, not fully global. His advice?
“Look for partners aligned with your show’s mission. If commercial brands aren’t a fit, seek grant funding, university sponsorship, or patrons who value your work.”
Collaborating with institutions—academic, cultural, or even NGOs can provide long-term support and validation for mission-driven content.
5. Activate Your Superfans
One of the most overlooked forms of collaboration is with your loyal listeners. These fans can help with strategy, content ideas, and even connections to new partnerships.
“Bring your true fans into the fold. Ask for help. Share your vision. Let them support you beyond just listening.”
Mo revealed how she regularly involves her listeners in surveys and feedback sessions, an approach Jonathan endorsed as key to keeping the community central to the show’s growth.
6. Evolve Your Format Without Losing Your Voice
For creators resistant to video or performative formats, the good news is you don’t have to sell out. But you may need to adapt your storytelling to reach wider audiences.
Can you dramatize your stories? Try beat poetry? Collaborate with visual artists or voice actors?
“Find what you’re comfortable with changing… There’s a way to evolve with integrity.”
7. Building Platforms That Serve Community
Stephen Batti, a Kenyan podcaster based in the diaspora, shared his frustration with limited access to hosting tools. He asked whether African platforms are truly meeting the needs of their communities.
Jon Savage pointed to solutions like Africa Podcast Hub, which he’s developing as an open, centralized platform to support African audio creators with infrastructure, visibility, and resources. The conversation underscored the urgent need for accessible, African-built tools, not just imported solutions.
8. Beyond Guest Swaps: Deeper Collaborations
Jon Savage added that true collaboration can go far deeper than guest interviews. He encouraged podcasters to think in terms of cross-promotion deals, shared studio spaces, and even collective campaigns. “We need to be bolder with our asks,” he said. “If you see someone doing something cool, approach them with a clear win-win idea.”
This was echoed later by community participants, who spoke of co-hosting, joint live shows, and skill-swapping (like editing-for-marketing exchanges) as powerful methods of sustainable collaboration.
Final Thoughts
Success in podcasting isn’t just about great audio—it’s about community, alignment, and adaptability. From strategic partnerships to tapping into niche communities, collaboration can help you scale sustainably without losing your soul.
So, whether you’re an indie creator with a small following or a seasoned podcaster ready for your next big move, the path forward may just be waiting in the inbox, DM, or Zoom room of your next collaborator.
Want to join the next conversation or get support from fellow podcasters?Visit www.apva.africa or join our community today.
