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“You have to be on a platform every single day, build your community and understand the language and trends.”
Welcome to the second in our series of ‘Podcast of the Week’ — a chance for us to present a handpicked selection of recent media podcasts we believe cut the mustard.
If you missed last week’s selection, here it is:
“All our money was in Silicon Valley Bank”: Podcast of the week
It includes Skift founder Rafat Ali’s take on building a robust B2B business in a considered, painstakingly slow, non-VC fashion. Don’t miss it, if nothing else but to hear how one of B2B’s most successful entrepreneurs faced seeing his company’s bank account evaporate in the space of a single hour (spoiler alert: he didn’t sleep well).
Moving on, to this week’s business …
Podcast of the Week:
Media Insider is a podcast series by The Fix—trade magazine for media professionals—looking into the changing world of media. The Fix is based out of Ukraine and has a superb overview of central European media.
In the latest episode, three experts share crucial learnings on what publishers need to know to flourish on TikTok. If you are aged eighteen, please fast forward. Over twenty five? You’ll need to listen. Hard.
Gabriela Campbell Gómez (Co-founder of Ac2ality), Johanna Rüdiger (Head of Social Media Strategy at DW), and Erika Marzano (Project Manager of audience development at DW) discuss the most effective ways publishers can mark their presence on TikTok, the strategies to be used, and the importance of knowing trending TikTok songs.
TL;DR: To really understand the platform’s unique appeal and build your community, you have to be committed, and show up every single day.
Critical timestamps:
3.30: “There is a huge variety of content in the app: there are a lot of dances, jokes, recipes. But now [in TikTok] there is definitely a space for education and therefore, for publishers.”
4.50: ”You have to find your niche, you have to have a content strategy, you have to be ready to upload every day and you have to be committed to that niche. You have to be on a platform every single day, build your community and understand the language and trends.”
5.45: “The good news is that it is possible to go viral even if you have 5 followers: you make a really good video and you got 1 million views, because the algorithm is not status-based, like Instagram and Facebook, but content-based.”
19.20: “The KPI for TikTok is definitely not followers, where on the other platforms it still is.”
Bubbling Under
Simon Owens — Let’s talk about growing your sponsorship revenue
Simon Owens is an outstanding tech and media journalist based in Washington, DC. His weekly newsletter provides deep analysis on the media industry, covering everything from the creator economy to traditional media. He also hosts The Business of Content, a podcast about how publishers create, distribute, and monetize digital content.
In his latest YouTube podcast, Simon goes in deep with one of the most consistent questions he gets from readers: How can they find more sponsors? He discusses various options like recruiting sponsors from your own audience, joining programmatic ad exchanges, hiring sales staff, and joining sponsorship marketplaces. Just be careful with the T’s & C’s.
Recode Media with Peter Kafka — Black Mirror creator Charlie Booker says tech isn’t our problem – it’s us
What happens when media, entertainment, and technology collide? Host Peter Kafka, one of the media industry’s most acclaimed reporters, talks to business titans, journalists, and podcasters to get their take.
The latest episode touches upon how Black Mirror isn’t just a hit TV show, it’s a window into the not-too-distant future. Creator Charlie Brooker has an astonishing track record of consistently imagining what we’re just about to see, including the downside of social media, and AI-generated content. Brooker tells Peter that, despite what it might appear, the problem isn’t tech, it’s the humans that use it.
Rather like nuclear power.
