By skyforbes 
“You need at least 10,000 downloads per episode before sponsors will even look at you.”
If I had a dollar for every time I’ve heard this in podcasting circles, I’d have enough to sponsor someone’s show myself. This advice has convinced countless podcasters that monetisation is off-limits until they hit some arbitrary download threshold. It’s not just misleading, it’s costing you money right now.
After helping dozens of podcasters at Bamby Media secure their first sponsors, I can tell you that smaller shows have a distinct advantage that most creators haven’t explored: micro sponsorship.
What’s a Micro Sponsor?
Micro sponsors are generally small businesses who want targeted exposure without enterprise-level budgets. They want to “get in” to the podcast advertising space, but their budgets preclude them from securing a spot on a large podcast.
That’s where you come in.
Your numbers aren’t huge, but you have a targeted niche that the micro sponsor is after. Instead of competing for attention from massive brands that require massive reach, you’re partnering with local businesses and emerging brands that value niche audiences over huge numbers.
For a show generating 1,000–5,000 downloads per month, traditional sponsors won’t return your emails. Micro sponsors, however, see your focused audience as exactly what they need.
Finding Micro Sponsors
Start with your existing audience. Announce on LinkedIn, Instagram, or your email newsletter that you’re opening sponsorship slots. Your listeners likely know small businesses that would benefit from podcast advertising but don’t know where to start.
The key is audience alignment. A micro sponsor doesn’t need millions of listeners; they need the right listeners.
If your podcast covers sustainable living and your audience is environmentally conscious consumers, that’s valuable to eco-friendly brands regardless of your total download numbers.
If you’re trying to entice a micro sponsor further, I don’t see any harm in actually putting a dollar value in your initial reach out. You could say, “I’m opening up some micro sponsor slots on my podcast for as little as $500 / month.”
Don’t be afraid to mention the dollar figure straight up — especially if you’re only after smaller sponsors or brands. They’ll appreciate that you’re straightforward with the numbers and a small figure doesn’t feel too out of reach for them.
Pricing Strategy
Set a minimum of AU$500 per month for sponsorship packages. This amount is manageable for most small businesses while covering meaningful production costs for your show.
Just make sure you’re packing enough value into the sponsorship package if your download numbers are under 1000 / month. You want to ensure that the micro sponsor is still getting value for money.
This might mean your sponsorship package includes more than just an ad read. You could include other integrations across your social platforms or newsletter to bring further value.
It’s important here that you also provide a clear “rate card” or “pitch deck” that you’re able to share with any interested micro sponsors. This should include download numbers, listener demographics, geographic distribution and gender if possible. Spotify for Podcasters and Apple Podcasts Connect offer some analytics that you’re not able to gain from your podcast host, so make sure to sign up to both of those platforms (it’s free) to ensure that you can get all the data you need.
Host-Read Ads Perform Best
There are two types of ads in the podcasting world; host read or programmatic. You want to be selling ad space that is host-read. This essentially means that it will be you that records the ad. You’ll develop a script in conjunction with the micro sponsor and then record that. Put it together with some music behind the ad, and this will perform better for the sponsor than a programmatic ad.
If you need more info about the difference between a programmatic and host read ad, I break that down further for you in our Podcast Monetisation Course. I also show you how to create an ad using Descript.
The authenticity in host-read ads is why podcast advertising outperforms traditional digital ad as listeners trust recommendations from hosts they’ve built relationships with.
Who To Reach Out To
You could start really close to home if your target audience aligns with any nearby businesses. This could be your local cafe, gym, pilates studio or even local grocer.
If you’ve already built relationships with businesses in real life, it’s a great place to start. They already know you and your business, so approaching them for a micro slot is a viable option.
Failing that, this is where as I mentioned at the top of this article reaching out to your online community will be helpful. A post on your social platforms along with a graphic (or even better — a little video) could bring micro sponsors to you with minimal effort.
I would also suggest being more targeted with your reach out. Make a list of the small businesses that you’d love to collaborate with and contact them directly. A micro slot is often a lot easier to fill than a big budget slot.
What To Provide
Create a simple sponsorship deck (3–5 pages maximum) that includes:
- Podcast overview and content focus
- Audience demographics and download metrics
- Sponsorship package options and pricing
- Previous sponsor results (if available)
This professional presentation demonstrates you’re offering a legitimate marketing service, not just asking for money. If you want an example pitch deck, we have one inside our Monetising Your Podcast min-course.
You’re Not Begging for Money
In order to be successful in obtaining sponsors for your podcast at any level, you have to acknowledge that your podcast is worth their investment.
A lot of smaller podcasters have the wrong mindset here, believing that their shows are too small to be of any real value to a sponsor. But if you have the data to backup the investment, a smaller niche micro sponsor could find your podcast extremely valuable.
You’re providing extra marketing for their business to increase their reach to their target audience. It’s not all about you wanting funds to help defray the costs of your podcast, you’re also offering a service to your sponsors in the form of advertising. This mindset shift changes how you approach potential sponsors and how they perceive the partnership.
Small businesses struggle to reach niche audiences cost-effectively. Your podcast solves that problem for them.
Micro sponsorships probably won’t replace full-time income immediately, but they can cover production costs and validate your podcast as a business rather than just a hobby. As your audience grows, so does your sponsorship value and pricing power. It’s absolutely worth your time to think about, and I encourage you to think outside the box. Your podcast is worth something to someone, you just need to put in the work to connect with them.
BAMBY MEDIA LINKS:
Monetising Your Podcast Course
GEAR WE USE HERE AT BAMBY MEDIA:
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Learn more How to Get Podcast Sponsors With Only 1,000 Downloads (Micro Sponsorship Strategy)