Why Download Numbers Don’t Mean Success | Sadaf Beynon

Sadaf Beynon (00:06)

Hey there, I'm Sadaf Beynon and this is Podjunction Podcast, the show where business leaders share how they use podcasting to grow, connect and build their brands. Except this time, I'm not talking to a business leader. In fact, over the next few weeks, I'm doing a short solo series called the Podcast Rethink, where I take a step back from the interviews to challenge some of the biggest myths in podcasting and share what I've learned from business leaders who use podcasting as a real growth tool.

We're going to look at what actually drives business growth through podcasting beyond the vanity metrics and the surface level wins. Quick heads up though, before we get started, I'm just getting over a bit of a cold. So my voice might sound a little different today. Thank you for bearing with me. All right, so let's start with one of the biggest myths of all. The idea that your podcast success depends on how many downloads you get. It's something I hear all the time. If I could just get more downloads,

as if that one number alone could define success. But what if obsessing over download numbers is actually what's holding your business back? Because when you focus on the wrong metric, you end up building the wrong kind of show.

We live in a world where bigger almost always means better. More followers, more likes, more views. So when we launch a podcast, we naturally carry that same thinking over. We open our hosting dashboard, see that little graph and start chasing it upwards. But podcasting isn't Instagram. It's not YouTube. It's not designed for mass appeal. And the platforms themselves encourage this mindset.

because what do they highlight first? Your total number of downloads, not engagement, not impact, just raw volume. The problem is those numbers don't tell you what you really need to know, which is who's listening, how deeply they're connecting, and whether your show is driving business results. I've had guests on this show, you'll know this, who get maybe 500 downloads per episode, but have built thriving, profitable businesses because of it.

And on the other hand, some podcasts with thousands of downloads don't necessarily see that translate into clients, sales, or even meaningful engagement. So clearly, downloads aren't the measure of success that we think they are.

Here's what actually happens when you start chasing download numbers. You start creating content for the sake of reach instead of being relevant to your audience.

You start inviting guests purely because they'll share your episode, not because they'll add value to your audience. You start chasing trends, changing formats, and losing the heartbeat of why you started your podcast in the first place. And that's where most podcasts start to unravel, when they lose touch with their why. Almost every guest I've had on this show has mentioned it in one way or another. They didn't start their podcast to go viral or hit the charts.

They started it to connect, to teach, to build trust, to have meaningful conversations that support their mission. You see, when you forget your why, every decision starts to feel reactive. You chase trends instead of staying anchored in purpose. You tweak your format because someone else over there is doing it better. And before long, your show feels busy and certainly not impactful. The irony is...

that your why is the one thing that makes your podcast truly yours, truly unique. It's what gives your content a heartbeat. You will have heard it here in Podjunction before that podcasting is a long game. It's about depth, not breadth. Scott McInnis, who hosts the Building Better Cultures podcast, said it perfectly, and I quote, we decided early on to go a mile deep and an inch wide.

And that's exactly it. Podcasting isn't about casting the widest net. It's about going deep with the people who actually care. When you go deep, you build authority. When you stay shallow, I'm really sorry, but you're just adding to the noise. and here's why that matters. Download numbers are what we call vanity metrics. They look impressive, but rarely translate to revenue.

I've heard stories of podcasters making six figures with just a few hundred downloads an episode because they have built a small loyal audience of the right 200 people, which is their ideal clients. Meanwhile, others chase thousands of faceless listeners who will never buy, never engage, and certainly never convert. High numbers also don't guarantee real engagement.

many download stats are inflated by bots or automatic plays, so the number you see often doesn't represent genuine listening.

The real currency is not clicks, it's time. You'll know that audio is one of the few mediums where people give you their full attention. A listener might spend 30 minutes with you, which is far more time and attention than they'd give a single social media post. That's where trust is built and trust, as we know, is what converts.

So if downloads aren't the goal, what should you measure instead? I like to think of this in terms of three pillars. They're not a new concept in any way, shape, form, but this is how I like to frame it.

First is engagement. Engagement is about how your podcast sparks conversation. Dave Jackson, founder of the School of Podcasting, talks about this all the time. That one email or DM from a listener who says, I finally started my podcast because of your episode, is worth more than 100 silent downloads because that's proof of impact.

Engagement isn't likes or vanity comments. It's the feedback loop that tells you your content hit home. It could be someone sharing your episode in a team chat or referencing your point in a meeting or reaching out because something you said resonated. That's momentum you can measure and it compounds over time.

The second pillar is relationships. Think of what Roger Martin said about his Thrive More podcast. How many of his franchise leads came directly from guest conversations or referrals sparked by the show. Or Brett Curry, who told me that his podcast became one of his agency's strongest business development tools because each episode built credibility and deepened client trust. Your podcast is a networking engine.

Every conversation opens a door to clients, to collaborators, to mentors, and when you view it that way, you realize something powerful. You don't need 10,000 downloads. You need 10 great conversations that move your business forward. And finally, authority. This is where your podcast positions you as the go-to voice in your niche.

Elzie Flenard described it beautifully when he told me how his Journey to Mastery podcast isn't about mass appeal, it's about alignment. Every story reinforces his brand values and attracts the kind of entrepreneurs he wants to work with. Authority isn't built by chasing viral spikes. It's built through consistency, showing up week after week with ideas that serve your audience and reflect your purpose.

And remember, if your goal is to grow your business, not sell ads, large download numbers don't matter. The podcasts that convert best are the ones that sell their own products or services, not someone else's. They build no like and trust and the sales become a byproduct of that trust. Podcasting is not a numbers game, it's a network game. And when you play it that way,

everything changes. And here's the thing, even when you start focusing on the right metrics, it still takes time. The real results come from showing up consistently, staying clear on your purpose and letting those deeper connections build over time. And there's also another trap to watch out for. It's the expectation trap.

Too many business owners start podcasting believing they'll see instant ROI and when they don't, they quit. But almost every successful host I've spoken with has said the same thing. It takes two to three years to really see traction. It's consistency that compounds. It's those slow, meaningful interactions that build a reputation strong enough to generate inbound leads, speaking invites and partnerships.

If you view podcasting as a long-term strategy instead of a quick win marketing tool, you're already ahead of most. And that long-term view is what makes every short-term action count. So as you head into this week, here's something simple you can do to start refocusing on what really matters. Before you open your podcast analytics, pause for a second and remind yourself that the most valuable outcomes can't be found on a dashboard.

Focus on what those numbers don't show you. Write down three real outcomes your podcast has created this month. Maybe it's a client who mentioned finding you through a show. Maybe it's a message from a listener who said, that episode really hit home. Or maybe it's a partnership that began with a podcast conversation. Those results are worth infinitely more than a bump in your numbers. Because the truth is, downloads don't build relationships, conversations do.

So as you think about your own show this week, maybe take a moment to reconnect with your why, why you started it in the first place. The numbers can give you data, but your why will give you direction.

Thank you for being here and for listening to Podjunction Podcast. If this episode made you rethink how you measure success or gave you a fresh perspective on how your podcast supports your business, I'd love to hear from you. You can message me on LinkedIn or reach out through the Podjunction website. And remember, it's not about more listeners, it's about the right ones. Bye for now.