It’s a given that every podcast will experience weeks with lower engagement. Maybe it’s the week of a holiday or an industry event. Although it’s inevitable, it doesn’t mean your feed needs to go silent.
Enter: the re-air.
Why a Re-Air Works
- Maintains Consistency: Podcasts thrive on consistency. Listeners expect an episode drop every week. Even if it’s a re-air, it reminds people that your show is active and consistent. This keeps you top of mind.
- Resurfaces a Powerful Episode to New Audiences: It’s safe to assume that your audience has grown since you started podcasting. A re-air introduces that content to newer listeners who may have missed it the first time around, and gives longtime fans a chance to revisit it.
- Great Content Ages Well: It doesn’t matter if the episode is from two months ago or two years ago; great content will age well. Timeless insights and actionable stories will never fade. Re-airing reinforces those lessons and reminds your audience why your show provides lasting value.
- Gives the Host a (Much-Needed) Break: Re-airs also give hosts breathing room. During busy seasons or breaks in production, they let you pause and recharge while keeping your feed consistent and healthy.
How to Choose the Right Episode to Re-Air
Not every episode is re-air material. When you’re planning one, think about what makes an episode worth resurfacing. Here are four types of re-airs we recommend:
- The Ever-Relevant Episode: Choose something that is just as relevant today as when it first aired. Topics on leadership, mindset, and personal growth hold up over time.
- The Listener Favorite: Revisit episodes that performed exceptionally well. Maybe it’s your all-time top download, or a conversation your audience still brings up today. Either way, favorites tend to perform strongly a second time.
- The One that Flopped (But Shouldn’t Have): Maybe you recorded a really great episode… only for it to do poorly. Maybe the timing was off, or the promotion fell flat. A well-timed re-air can give these episodes the spotlight they deserve.
- The Timely Tie-In: Re-airs can also bridge your past and future content. If an upcoming episode or series connects with a past topic, it might be a good time to re-air. Or, maybe your industry has an important event coming up, and there’s an episode that discussed that same event last year. Either way, your re-air can set the stage for what’s happening now.
How to Frame a Re-Air
Transparency is key. It’s important to acknowledge the fact that it is a re-air. Position it as a purposeful choice, not a filler.
For example, “With [industry event] around the corner, we’re revisiting this conversation from last year. It’s a great look at what’s changed (and what hasn’t)” or “This week, we’re bringing back one of our most popular conversations: a timeless reminder of what great collaboration sounds like.” Framing makes the re-air feel more intentional and valuable to the listeners.
Proof in the Numbers
We’ve seen it firsthand with many of our shows. Not only do re-airs maintain consistency, but they can even do better the second time around.
The real numbers? We’ve seen downloads increase by 93.33% on average when a re-air is strategically chosen and framed well. Your best episodes can deliver lasting value long after their initial release.
The Takeaway
Re-airing is strategic. It serves a purpose (or multiple) and ensures your podcast feed remains consistent and active.
Whether you’re planning around a busy week or just want to make the most of your archive, a well-chosen re-air helps you stay connected to your audience without missing a beat.