PodRoll, the cross-promotion marketplace for podcasting, has launched Video Promos in Apple Podcasts, expanding its Dynamic Feed Drop technology to include short-form video content. The new offering allows podcasters and marketers to deliver visual promotional episodes directly into podcast feeds, potentially addressing growing demand for video content in podcasting.

The launch comes as research indicates visual content has become essential in podcast promotion. According to a recent Metricool study analyzing more than 12,000 social media posts from top U.S. podcasts, 87% of leading podcasts maintain a YouTube presence, with short-form video driving higher engagement.

PodRoll’s Video Promos utilize the same infrastructure that powered the company’s Dynamic Feed Drop technology launched in March 2024, which automatically inserts promotional content as the second-most recent episode in partner podcast feeds.

Technology Targets Engaged Listeners

The system delivers promotional video content to podcast listeners already invested in the medium, rather than trying to convert non-listeners.

“PodRoll Video Promos give creators direct access to one of the most valuable audiences in media, listeners already engaged with podcasts and long-form storytelling,” Jason Cox, CEO/CTO of PodRoll, said in a press release. “By pairing that intent with the attention-grabbing impact of short-form video, PodRoll helps creators reach the right audience with maximum efficiency and control.”

The Metricool study found podcast content generates significantly higher engagement than platform averages, with podcast Instagram posts receiving 724% more engagement than typical content. This engagement primarily comes through short-form video formats, with Instagram Reels making up nearly 80% of podcast content on the platform.

Features Focus on Control and Measurement

The new format includes several key features: integration with PodRoll’s existing technology infrastructure, short-form video hosting capabilities, customizable pricing models, targeted delivery controls, and attribution tracking.

“With Video Promos, podcast marketers can go beyond trailers and audio spots, tapping into a format designed to grab attention instantly without asking listeners to remember a podcast and search for it later,” said Matt Turck, Chief Revenue Officer of PodRoll.

PodRoll Video Promos are available immediately to active PodRoll partners and will be available to all content promoters in November 2025.