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Using social media I went from school dropout working on building sites to best-selling author and writer, speaker, online course creator, business owner and part-time university lecturer studying for a PhD in business and marketing.

Hi, I'm Matt,


More importantly than that I have consistently created multiple viral videos across platforms, built large online communities of my own, and now do the same for my clients.
Social selling, brand building, and creating communities on social media through short form video has become something I am not just good at, but enjoy. I now teach what I know to my clients, and part-time to business MBA students.

When I first started I found it very hard to source marketers and trainers who specifically knew about TikTok and short-form video.
I soon learned it has its own way of doing things and often the 'traditional' way didn't fit this new medium.

That acknowledgement that specialist knowledge was needed for businesses like mine to gain the most benefit from short form content and this new way of communicating led me to set up Different Think Ltd.

As a teacher and trainer for many years I quickly saw that the knowledge I had gained building large followings and creating many pieces of viral content with zero ad spend across multiple platforms for my clients and myself could be formatted to create the Success Wheel Formula.This is our unique eight-point framework specifically designed for building successful profiles across social media using short-form video, and the basis of what I teach to my clients.

Aside from social media I have written four books, three e-Books, and numerous articles for industry publications, spoken on over 250 podcasts and business summits, enjoy martial arts, and share my home with a very large overly enthusiastic dog.

Read Our Latest Blogs

Promote your podcast. Different think. Matt Stait

How to use TikTok, Reels, and YouTube Shorts to promote your podcast.

May 11, 20233 min read

How to use TikTok to promote your podcast.

Over the past few years I have guested on well over 250 podcasts, and recorded a few of my own with myself as the interviewer, and one of the questions that come up regularly is

"How can we use short-form content like TikTok, Reels, and YouTube Shorts to promote our podcast and grow our audience?"

Often this question comes about as I am being interviewed as a guest expert on social media marketing, and more specifically TikTok. (See Here) I have found the platform to be a useful tool having built my own profile up to a following of hundreds of thousands with videos in the multiple millions, and at times weekly views of over two and a half million, which I use to promote and talk about my online courses globally. Over the past few years that has expanded out to coaching others on the platform with great success for my clients in many areas of their businesses.

TikTok Matt Stait. Different Think. Modern Samurai

The platform TikTok has seen a meteoric rise in its short lifetime with regular record-breaking growth and during the last half of the last year has overtaken Google as the most visited site. The app has several monetisation initiatives that have been rolled out making it a very attractive platform to be a part of as well as the opportunities available to get content seen by large audiences quickly. It is doing so well in fact that all the big players are copying the format, Instagram reels, YouTube shorts, and now even Facebook is getting in on the game. Top podcasters and celebrities are also working hard to claim real estate on the platform as they can see the reach that can be attained. The hashtag podcast has been searched over 85 billion times (I just checked).

TikTok search. Different Think. Matt Stait

However, as the platform is so different to the other existing big players it doesn’t have the same familiarity of say Facebook or YouTube. As such new creators to the app can often find its way of doing things a little overwhelming.

Here is a post taken from a podcast sharing group on Facebook from a user who saw tremendous success with the app.

TikTok. Different Think. Matt Stait

So how do I use TikTok, Reels, Shorts, and short form content to promote my podcast I hear you say?

Firstly, understand the app. It is a short-form video platform. Its algorithms are designed to keep user's feeds fresh and exciting. It achieves this by a thing called the For You page. This is the screen you see when you first log in. It is curated to meet your personal needs which is why it is often so chaotic when someone first joined as the algorithm is trying to understand what you like so is throwing all kinds of things at you.

 You want to get your content on the page of others as it is the best way to get seen. As such work the basics in your content. Open strong with a good hook, offer a clear CTA, and keep it around 10-12 seconds to start. Watch time is key.

Find others in your niche. Go to the search bar and look for keywords, then look at the most popular. Get ideas and interact for your content.

Strip out your back catalogue. Most if not all of you will have some fantastic content that can be re-purposed and modified to quickly build a library on TikTok.

Find some of the bigger TikTokkers in your niche and get them on the show. They don’t have to be social media royalty, but people who can help you reach your audience on the platform.

Look at how Joe Rogan, Jordan Peterson, and others are using bite-sized soundbites to promote longer-form content to drive traffic and consider those “soundbites” in future recordings.

Lastly, have fun with it.


Podcastgrow an audienceTikTok for podcastingHow to use tiktok to grow your podcastHow to use shorts to grow your podcastHow to use Reels to grow your podcast
blog author image

Matt Stait MSc, MCIM, MCIPR

Using social media I went from school drop-out working on building sites to best-selling author, speaker, online course creator, part-time university lecturer and business owner with an MSc in business and marketing now also studying for a PhD. I now help others use short-form social media for social selling, personal branding, expert positioning, and community building.

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