I’ve got an important question for you,
Are you giving your podcast listeners a break?
No. No. I’m not talking about pausing your show or taking a hiatus from podcasting. I’m inviting those with a long-form podcast, whether narrative, interview, or something in-between that is longer than 30-minutes to consider inserting a mid-roll break within the episode. When you intentionally plan to utilize ad breaks, you build in strategic moments to rest listeners' ears and take a little break.
These rest points allow poignant segments of the conversation to sink deeper and stick in the minds of listeners as well as allow one’s mind to catch up or pause to collect their thoughts.
If you are a show that doesn’t typically include sponsorship ads, you can still utilize a mid-roll break to your advantage. Use these breaks to highlight what you are doing or what’s important to listeners. (Keep reading because I’ll share ideas for what to include in a mid-roll ad break.)
Mid-roll breaks don’t need to be long-winded, nor do they need to encourage listeners to buy something. They can be anything you want them to be.
Mid-Roll Ad Break Ideas
Aside from actual sponsor ads, you can use a middle-of-the-episode break to:
Remind people to follow you on social media platforms.
Point them to a key resource or book. (Yes, you can include one of your affiliate items or promote something from your company/brand/podcast.)
Share about an upcoming event.
Recap important talking points.
Mention a free lead magnet.
Spotlight a key influencer others may benefit from following or subscribing to their newsletter.
Tease an upcoming show or future guest.
Promo Swap! This is when you record an ad or trailer for your show and then collaborate with other podcasters who also have a trailer/ad. They then promote your show on their podcast and vice versa. Pre-roll, mid-roll, or post-roll placement of a promo swap is an option to help promote your show and be an ear break for listeners.
Mid-roll breaks can be inserted sometime in the middle of the episode. An excellent position is typically AFTER a question is answered and BEFORE moving to the next question or segment.
Try using mid-roll ad breaks to see how your listeners respond. Be creative and try a variety of ads. Measure your responses via click-throughs or affiliate links, and see which interest points your audience is most interested in.