Yes, a small podcast can land a sponsor. The key isn’t the size of your audience but how well you know it and how closely it matches the customer the brand is after. A neighborhood hardware store doesn’t need a million plays: it needs two hundred people in its city to know it and trust it.
This guide gets straight to the point: what to sell, to whom, how to write that first message, and how not to get burned on your first deal.
Change the question: not “how many listen,” but “who”
Big ad platforms buy volume. You’re not competing there. You’re competing on something they can’t offer: a niche audience of real, identifiable people who listen because they care about a very specific topic.
Before you write to any brand, answer these three questions in writing:
- Who listens to you? Approximate age, city or country, what they do for a living. If you don’t know, ask in an episode or on your socials.
- What problem does that person have that a brand could solve? A podcast about urban cycling in your city has listeners who buy lights, locks, and spare parts.
- Why do they trust you? Your experience, your story, or how consistently you publish.
With those answers, you already have a sales pitch. And if you’re still building your base, it’s worth reading how to get your first listeners before you go looking for money.
Which brands make sense for a small podcast
Forget about multinationals for now. The best candidates are usually:
- Local businesses that want to reach your city: coffee shops, gyms, schools, specialty stores.
- Online businesses that sell nationwide through social media and need trust more than reach.
- Independent professionals: an accountant who works with freelancers, a nutritionist, an employment lawyer.
- Brands you already use and mention without being paid. If you name them gladly, that’s proof they’re a fit.
A concrete example: if you host a podcast about personal finance for young people, a local savings app or credit union is far more likely to say yes than an international bank.
What you can offer (besides a mention)
A 30-second mention at the top of the show is fine, but small podcasts win when they offer fuller, more personal packages.
| Format | What it includes | Who it works for |
|---|---|---|
| Host-read mention | 30 to 60 seconds at the start or middle of the episode | Brands that want a steady presence |
| Sponsored segment | A recurring segment (“Tip of the day, brought to you by…”) | Brands that want to be tied to a topic |
| Dedicated episode | A conversation with someone from the brand, with real context | Brands with something to explain |
| Social package | Mention in the episode + clips + posts | Brands that live on Instagram or TikTok |
| Discount code | An exclusive code for your listeners | Brands that want to measure results |
The discount code is your best friend at the start. It gives the brand a clear way to see whether it worked, and it gives you an argument for renewing.
If you do a video podcast, vertical clips with the brand on screen add a lot of value. Here’s how to make them: vertical clips from your podcast.
Build a one-page media kit
You don’t need a twenty-slide PDF. One clear page is worth more. Include:
- Your podcast’s name, logo, and one sentence saying what it’s about.
- Who listens to you: a listener profile in two or three lines.
- Real numbers: average plays per episode, social media followers, publishing frequency. Never inflate your figures. If the brand checks them and they don’t add up, you lose the deal and your reputation.
- The formats you offer, with a reference price.
- An example: a link to an episode that shows off your style.
- Contact details.
If your numbers are modest, make up for it with qualitative detail: listener comments, the questions people ask you, the cities they listen from.
What to charge when you’re starting out
There’s no universal rate, and be wary of anyone who gives you an exact figure. Some reasonable ways to set a price:
- Barter: a product or service in exchange for mentions. It works for your first deal and gives you a case study to show.
- Flat fee per episode: think about how much time it takes you to prepare and work in the mention, and put a value on that hour.
- Performance-based: a percentage of the sales that come in through your code. It’s less risky for the brand and lets you earn more if your audience responds.
- Monthly package: several mentions for less than they’d cost separately. It gives both sides stability.
A practical tip: keep your first deal short, one or two months. That way both sides can test it without a big commitment, and you renegotiate with results in hand.
The first message: short, specific, and personal
Brands get lots of generic emails. Yours has to show you know their business. A structure that works:
- Who you are in one line.
- Why them: something specific about their brand that connects with your audience.
- What you’re proposing: one format and a timeframe, not a catalog.
- A link to your media kit or an episode.
- An easy question to answer: “Would you like me to send over a proposal for October?”
Example:
Hi Camila, I’m Andrew, and I host a weekly podcast about specialty coffee in Austin. Several listeners have asked me where to buy fresh beans downtown, and I always recommend your roastery. I’d love to propose a monthly mention with a code for my audience. Here’s the episode where we talk about pour-over methods. Shall I send you the proposal?
If they don’t reply within a week, a brief second message is fine. A third one isn’t.
How to protect your audience’s trust
Sponsorship only works if your listeners keep believing you. Some rules worth never breaking:
- Always disclose paid content. Besides being honest, in many countries it’s required by consumer protection or advertising rules.
- Don’t promote what you wouldn’t use. Recommending a bad product costs you more than you get paid.
- Read the mention in your own words. Ask the brand for the key points, not a rigid script.
- Set a cap. If every episode has four sponsors, people leave.
Put everything in writing
Even if it’s a barter deal with the shop next door, write up a simple agreement: what you’ll deliver, how many times, on which dates, how much and when you get paid, and what happens if either side wants to end it early. An email listing those points that both of you accept is already better than nothing.
And if your podcast has a strong visual identity, like its own set, that’s also part of what you’re selling. In remocast, for example, you can put the brand’s logo in a wall frame or on the studio TV during the sponsored segment, without printing a thing.
To see the full picture of income streams beyond sponsorships, check out how to monetize a podcast in Latin America.
Want your podcast to have a space of its own to show brands? Create your studio for free.
Frequently asked questions
How many listeners do I need to get a sponsor?
There’s no fixed minimum. What matters is that your audience matches the brand’s customer. A local business may be interested even if you only have a few hundred plays, as long as they’re from its city and its niche.
Is it better to get paid in cash or accept barter deals?
Barter works for your first deal and gives you a case study. After that, it’s better to move to cash or a mix, because barter doesn’t pay for your production time.
Do I have to say that a mention is paid?
Yes. It’s the right thing to do with your audience, and in many countries undisclosed advertising can run afoul of consumer protection rules. Just saying “this episode is supported by…” is enough.