?? Does video make the podcaster a star? And stop trend jacking

Issue #338

Two interesting topics today. The importance of video to the podcaster. Particularly the interview/chat format podcasters. YouTube has become the discovery channel of choice for podcasts, and it makes sense. We lonely listeners/viewers are forming what are known as parasocial relationships with podcasters, particularly with long-form podcasters who are becoming increasingly influential. So you want to lay eyes on the folks you’re investing your time in. The second is also interesting, particularly for brands. Trend jacking is very popular at the moment on social video but if you’re too slow, or just too damn cringey in the way you do it, don’t bother. Don’t try to be one of the cool kids if you know you’re not. Just be yourself. Happy Thursday, Simon.

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Video takes on audio in 2025

Any regular podcast listener would have noticed the medium’s move to video over the last couple of years. A simple scroll through any social platform will quickly find a video of people talking into microphones. This year it’s predicted that podcasts will embrace video delivery further. The move has been so dramatic that YouTube is now the primary way people find out about new podcasts. There are some issues though. While video works for off the cuff chats, more structured, narrative based podcasts that rely on editing can’t be reproduced visually easily or cheaply. The other questions raised, does anyone actually watch the video or are they just listening on their preferred platform?

Stop chasing trends

The latest Sprout Social Index report has declared something we all knew - social is the number one way people keep up to date with trends and big cultural happenings. While 93% of respondents believe brands need to keep up with digital culture, it’s not as simple as aping a trend and watching views tick up. A third of respondents said it’s just plain embarrassing mindlessly producing content that follows a trend. It’s even worse if you’re late to the party. Generally digital trends have a 24-48 hour lifespan making it difficult to create something meaningful. Maybe use them for inspiration but the goal needs to be human centric content that speaks to consumers.

The TikTok saga continues (and hopefully ends)

TikTok’s US ban timeline actually began in 2020 when the first Trump administration tried to force a sale. It’s set to come to a close just before Trump 2.0 on January 19 when a ban or sale will be enforced (unless the Supreme Court steps in). So what could happen before Sunday’s ban? As is often the case, users are downloading a similar app. RedNote appears to be the app of choice at the moment but is also Chinese owned so could face the same issues as TikTok. Alternatively, someone could buy it and rumours abound that Elon Musk is in talks. RedNote was valued at USD 17 billion last July - expect that figure to rise.

Cool Tools

Every creator knows the headache of cobbling together a mobile setup. Good to see Belkin actually thinking this through - their Creator Bundle keeps it simple with reliable mics, proper height tripod, and that Auto-Tracking stand that makes solo shoots less awkward. The PowerGrip is a smart touch too. It's just sensible gear doing what it should.

Hot Tips

2025 is seeing Pantone's Mocha Mousse bringing warmth to designs, while burning reds and ethereal tones are making their own statements in different spaces. Funny how these colours show up differently when you're not actively hunting for them - a morning walk can reveal more interesting combinations than hours of browsing design sites.

Viral Hits

Never thought I'd see Americans speedrunning their way through RedNote or Xiaohongshu, but here we are. Behind all the confused "how do I post?" tutorials, there's actually something cool happening - people are staying for the ridiculously detailed skincare reviews and aesthetic food guides that made the app huge in Asia. Turns out good content transcends language barriers.

Stuff from us

Quick peek into what we've been up to - filming at Barclays Asia Forum 2024 in Singapore. Between the keynotes and networking sessions, we found these little pockets of interaction that make these gatherings meaningful. Interesting to see how global finance perspectives come together when you put the right people in one room.

Happy Thursday

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This week’s newsletter was written by Simon Kearney , Tim Colman and Jeko Iqbal Reza . GIF produced by Ilka Tishia D. .