[FAQ]

Building on some of the recent conversations about repurposing, I have a specific challenge I’m trying to solve.

My main content is audio, like a podcast, but I know my audience spends a lot of time on visually-driven platforms like X (formerly Twitter). Simply tweeting a link to my podcast episode doesn’t seem to get much engagement at all.

What are some of the most effective ways in 2025 to present or package audio content so that it works well on a platform that is primarily text and video?

[Jeff Bullas]

That’s an excellent question, as it gets to the heart of smart content repurposing: how to make your audio content ‘seen’ on platforms that are not built for listening.

The key is that you cannot just share a link to your audio and expect it to perform well. You must transform your audio into a native visual asset that can capture attention in a fast-moving, visually-driven feed.

Here are some of the most effective ways to do this. First, the most common and effective method is to create an audiogram. An audiogram is a short video file that combines a static background image, such as your podcast cover art or a photo of your guest, with a snippet of your audio and an animated waveform that moves as the audio plays. This gives your audio a crucial visual element that stops the scroll and signals to the user that there is something to listen to.

Second, if your audio comes from a video recording, the best approach is to create short, captioned video clips. You should pull out the most impactful moments from your content, typically between 30 and 60 seconds long, reformat them for a square or vertical aspect ratio, and add large, easy-to-read captions. This is essential, as most users on platforms like X consume video with the sound off.

Third, a simpler but still effective method is to use quote graphics. You can take the most powerful or insightful quote from your audio content and turn it into a visually appealing image. In the text of your social media post, you can then provide more context and include a link to the full audio episode for those who are interested.

And fourth, for a platform like X specifically, you can create a text-based thread. You can take the main points and takeaways from your audio episode and write them out as a detailed, value-driven thread. Then, in the first or last tweet of that thread, you can include your audiogram clip or a link to the full episode, using the text of the thread itself as the hook to get people interested in listening.

Tools like Descript, Headliner, and Veed are commonly used to make the process of creating audiograms and captioned video clips much more efficient.

In summary, to get your audio heard on a visual platform, you have to make it seen first. Repackaging your best audio moments into visual formats like audiograms, captioned video clips, or quote graphics is the key to stopping the scroll and giving people a reason to press play.

Cheers,

Jeff.

[Author]

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