Big tech provided podcasting's first shot in the arm in the early days. In fact, big tech often provided the catalyst for several inflection points in podcasting's history. But recently, the tide seems to be shifting. https://www.pexels.com/photo/a-woman-using-virtual-goggles-8728379/ (Photo by Michelangelo Buonarroti from Pexels) Big Tech does not care about podcasting the way we care about podcasting. There. I said it. Rememberhttps://techcrunch.com/2022/03/04/twitter-podcast-tab-spaces/ ( Twitter's big podcasting plans) from just a few weeks ago? Now it's a pretty safe bet that those plans are all out the window as Twitter reshuffles to a new set of priorities now that there's a new sheriff in town. And remember a few months ago when Facebook let ushttps://www.theverge.com/2021/6/16/22537023/facebook-podcast-rss-feed-publish-clips-pages ( link our podcasts' RSS feeds to our Facebook page)? That fizzled out, and it's now "Metaverse or bust". And now we're waiting to learn more abouthttps://podnews.net/update/youtube-podcasting-plans ( YouTube's plans for utter podcast domination). And we've conveniently forgotten about all other instances Google disappointed podcasting over the last two decades. Paid subscriptions on Apple and Spotify haven't yet been widely adopted by a majority of podcasters. Will those tech giants shift away? Social or drop-in audio apps are seeing appalling attrition and declining user rates. How much longer will those be around? All of this reinforces my notion that Big Tech does not care about podcasting. At least not the way that you and I care about podcasting. So what do we do about it? Two ideas: 1. Out-rank apps and directories. You don't have to know a damned thing about SEO to own the #1 search spot for your show. It's enough to write good content and create a fantastic on-page experience. 2. Own the relationship with your audience. That can't be taken away. But it means figuring out what you can create that's worthy of them signing up to receive and looking forward to receiving. That's just two things. Two things you can start working on right away to keep you from being at the whims of changing priorities, tantrums, reactions to perceived governmental overreach, or anything else Big Tech companies are wont to do. ----- Sponsored by: https://evoterra.link/captivate (Captivate.fm, the world's only growth-oriented podcast hosting company) ----- Links ----- https://techcrunch.com/2022/03/04/twitter-podcast-tab-spaces/ (Twitter's big podcasting plans) https://www.reuters.com/technology/exclusive-twitter-set-accept-musks-best-final-offer-sources-2022-04-25/ (What would you do with $44 billion dollars?) https://www.theverge.com/2021/6/16/22537023/facebook-podcast-rss-feed-publish-clips-pages (Facebook now imports podcasts' RSS feeds) https://me.mashable.com/tech/16636/facebook-is-reportedly-halting-its-podcasting-plans (Facebook pivots away from podcasting) https://podnews.net/update/youtube-speaks (YouTube's nothing burger event at Podcast Movement Evolutions) https://podnews.net/update/youtube-podcasting-plans (YouTube's plans for utter podcast domination) https://podnews.net/article/apple-podcasts-top-channels (Slow adoption of premium podcasting via Apple or Spotify) https://variety.com/2022/digital/news/spotify-greenroom-live-1235231178/ (Spotify shifting social audio attention) Got a podcasting service? https://podcastpontifications.com/about/sponsorship-information (Become a sponsor of Podcast Pontifications). Serious about podcasting? Join the https://evoterra.link/app (Advancing Podcasting Community) today! ----- https://podcastpontifications. (Podcast Pontifications) is a production of https://simpler.media (Simpler Media). New episodes are released weekly, providing ideas and questions every serious podcaster should be thinking about. It's created and hosted byhttps://twitter.com/evoterra ( Evo Terra. Follow him