Episode 209 | Insider Secrets to a Top 100 Podcast | Courtney Elmer

0:00 - Why Cover Art is Key to Standing Out in Your Podcast Category
1:06 - How Canva and Fiverr Designs Are Costing You Listeners
6:12 - The Psychology Behind Scroll-Stopping Podcast Cover Art
10:23 - The Role of Unconscious Bias and Why It Matters for Your Cover Art
13:24 - Should You Use Your Photo on Your Podcast Cover Art?

Are You Accidentally Making These Podcast Cover Art Mistakes?

You know the feeling — you check your analytics dashboard, expecting a spike in downloads, but instead, you’re staring at numbers that feel more like a personal rejection letter from your listeners. You know you have good content. You release episodes every week without fail, and you’ve got the best mic you can afford. So why isn’t your podcast growing?

The truth is, your podcast cover art plays a bigger role in your podcast's success than you might think. Growing a podcast isn’t just about releasing great episodes or having great audio quality — it’s about your show’s ability to attract new listeners’ attention in the first place. This is where your cover art comes into play — one of the five key Podcast Content Gatekeepers™ that determine whether someone stops to listen or scrolls right past. So if you want to make sure your podcast cover art isn’t the reason listeners aren’t clicking play, keep reading and let’s fix it.

Why Cover Art is Key to Standing Out in Your Podcast Category

Your podcast cover art is the first thing potential listeners see when they’re scrolling through their podcast feed, and it’s kind of like an American Idol audition — if you don’t catch their interest at first glance, you’re out. So, if you want to attract more listeners, it’s crucial to nail your cover art design. The problem? Your podcast cover art doesn’t exist in a vacuum. It’s competing against every other show in your category, and if it doesn’t stand out, you’re losing potential listeners before they even hit play. Take a quick look at the top podcasts in your niche. What do you see?

Most podcast hosts have no idea that their cover art is actually hurting their show's ability to attract new listeners.

That’s because listeners aren’t making a conscious decision to click on your podcast — they’re scrolling through their feed and the reason they click is because their eyes are drawn to something that resonates on a subconscious level. If your podcast cover art is cluttered, amateur-looking, or too similar to others in your category, it’s easy for potential listeners to overlook it.

How Canva and Fiverr Designs Are Costing You Listeners

Design-based sites like Canva and Fiverr are great for a lot of things. But when it comes to podcast cover art, relying on these tools can be a huge mistake. Why? When everyone uses the same templates, no one stands out. A $20 Fiverr designer might be able to create something that looks visually appealing, but do they understand the psychological elements that attract more listeners? Probably not. 

If you want to look like a Top 100 Podcast, your podcast cover art needs to look the part. The most effective podcast cover art is designed to draw the listener’s eye away from your competition, visually convey what your podcast is about, and evoke the right emotions. It’s not just about making something that looks good, it’s about creating a design that stands out in a crowded market.

The Psychology Behind Scroll-Stopping Podcast Cover Art

When it comes to your podcast cover art, it’s not just about what looks good — it’s about what grabs attention psychologically. In English? Your podcast cover art needs to stop potential listeners in their tracks, even (and especially) if they’re only seeing your cover as a tiny thumbnail — and connect with them in a way that compels them to click "play" without even thinking about it.

Make it Readable:
When listeners are scrolling through their podcast feed, they’re not going to squint to read fancy, script fonts that look elegant but are impossible to make out at a glance. Your title needs to be easy to read, period. 

Avoid Clutter At All Costs:
Think about when your house is a mess — finding anything becomes a challenge, right? The same goes for your podcast cover art. A cluttered cover with too many elements overwhelms the eye and causes the brain to immediately tune it out. When your design is clean and simple, it’s easier for people to process — which makes it easier for them to remember.

Zig When Others Zag:
Color is a powerful tool for grabbing attention, and the colors you choose should align with your podcast’s vibe and message. The right colors can subconsciously tell listeners what your show is about before they even read the title. But if you really want to stand out in the podcast feed, your colors need to contrast with the artwork around them. This contrast draws the eye and helps your cover art get noticed.

Use Relevant Imagery:
The imagery on your podcast cover art should serve a clear purpose. Whether you use a photo of yourself or a graphic, it needs to immediately and visually convey what your podcast is about. And whatever you do, don't use generic stock photos — they lack authenticity and fail to create a meaningful connection.

Your podcast cover art should help potential listeners feel something, understand something, or relate to something about your podcast. The best designs emotionally match the experience you’re promising in your episodes. If your podcast is light-hearted and fun, your cover art should reflect that energy. If it’s more serious and insightful, that should come through in the design. Remember, people make decisions based on how they feel, not just how they think, so make sure your podcast cover art resonates on an emotional level.

Should You Use Your Photo on Your Podcast Cover Art?

When it comes to podcast cover art, the question of whether to use your photo is more than just a design choice — it’s about making a strong first impression. Your cover art is the first thing potential listeners see, and that first impression can be the difference between someone hitting "play" or scrolling right past your show.

There’s a lot of debate around this, and the right answer to this question will depend on the specific type of show you have and the goals you’re looking to achieve. In some cases, it’s better to have a photo, and in other cases it’s better to have an image that visually conveys what your podcast is about. Unconscious bias plays a role here too. But let me tell you, we’ve done the testing, and the results speak for themselves.

We’ve had clients use their photo or opt for a custom-designed, visually compelling image based on their show type and specific goals. It’s not a matter of “right” or “wrong”—it’s about having the right image to do the right job.

Does Your Podcast Cover Art Need a Makeover?

Your podcast cover art isn’t just a pretty picture — it’s a critical piece of your podcast’s branding puzzle that can either draw in listeners or drive them away. By focusing on these psychological principles, you’ll increase the chances of your podcast cover art stopping the scroll, setting your show up for success from the very first glance.

And if you want more free podcasting advice in your life to help you create a bingeworthy show listeners can’t ignore, make sure you’re following Insider Secrets to a Top 100 Podcast on your favorite podcast app.

Oh and by the way, because our entire graphics team is certified in the PodLaunch Methodology, strategically designed custom podcast cover artwork is just one of the perks of working with us. So if you’re like, “Can you do it for me?!” Yep we sure can, and we’d love help. Book a free strategy call with our team to find out if you’re a fit for PodLaunch and get the blueprint you need for a bingeworthy top podcast that converts listeners to clients on repeat.

Next Up: 

Podcast cover art and your show’s name go hand in hand — it’s the cover art that draws a new listener in, and it’s the name that gets them to click. So in the next episode, we’re diving into the dos and don’ts of naming your podcast. (And yep, this will be especially relevant for you if you’ve got a podcast already that isn’t growing like you expected). So if you want to give your show every chance possible to attract the audience it deserves, don’t miss it!