“This sponsorship would never have come without TikTok. This brand did not hear my podcast… they saw a short video on TikTok.”
When I recorded this episode, I wanted to share something that genuinely surprised even me: after years of being skeptical about TikTok, a sponsor reached out purely because of our short-form video content. They never listened to the show, never watched the YouTube version—they saw a clip on TikTok and decided Discover Vietnam was a brand they wanted to work with.
It also reinforced the value of understanding my audience deeply and being confident in pricing. What happened here wasn’t luck; it was the result of intention, consistency, and a willingness to experiment.
I hope this story helps you rethink your own distribution strategy and gives you practical inspiration to monetize your show.
Key Talking Points
- How TikTok unexpectedly brought in a paid sponsor: Despite not being a TikTok user, one short clip led directly to a sponsorship deal.
- Why repurposing each episode into multiple formats increases value: Audio, video, clips, blog posts—each touchpoint builds your brand equity.
- How I used AI to understand my audience and set pricing: Combining data from Buzzsprout, Apple, Spotify, and ChatGPT clarified my target demographic.
- The full negotiation process from first message to deal signed: How I went from “this looks like spam” to landing a 4-episode partnership.
- Why posting everywhere matters—even if you don’t personally like the platform: Sponsors care about visibility and reach, not whether you scroll TikTok.
Chapters and Timestamps
- 02:00 – Understanding My Audience with AI
- 05:00 – Why Repurposing Content Matters
- 07:00 – Growing on TikTok Without Even Trying
- 09:00 – The Sponsorship Message & My Skepticism
- 10:00 – Negotiation, Pricing, and Closing the Deal
Email me (niall@sevenmillionbikes.com) or contact me on Seven Million Bikes Podcasts Facebook or Instagram to book your free Podcast Audit!
Thanks to James Mastroianni from The Wrong Side Of Hollywood for the endorsement!
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