Hear It First: Podcasts As Community
Welcome to Hear It First, a monthly(ish) series featuring an exclusive look at our latest podcast opportunities, emerging content trends, and revisiting the shows you may have missed.
A place for shared passions and shared experiences, podcasts are bringing people together in new ways…but that connection doesn’t have to end when the episode does.
We just welcomed two podcasts to our portfolio that have built loyal communities that extend beyond their shows and into social. While the content they each produce is vastly different, both succeed at making their audience feel like they’re among friends.
Podcasts attract a younger, digitally-native audience, so it’s no surprise that they would follow their favorite hosts and shows on every social platform they possibly can. Podcast listeners in general are much more active on social media. 94% are active on at least one platform — versus 81% for the U.S. population. Podcast listeners are also more likely to follow companies and brands on social media.
Social integrations, combined with host reads, can be an effective way to keep your brand top of mind with listeners.
GOING WEST: TRUE CRIME
When the hosts of Going West: True Crime met they immediately bonded over many common interests, including a passion for the true crime genre. It was that shared affinity and a family mystery that led Daphne Woolsoncroft and Heath Merryman to create their own podcast.
In 1984, Daphne’s aunt, Carol Woolsoncroft went missing and her case remains unsolved to this day. They wanted to not only get attention for Carol’s case but also bring awareness to other under-reported cases by focusing on the victims rather than the crime itself.
With new episodes dropping twice a week, Daphne and Heath often find new cases to cover through their listeners who suggest stories that need to be heard.
LATE NIGHT DRIVE w/ Ellie Schnitt
Ellie Schnitt isn’t afraid to be brutally honest — about her relationships, her career as a female comedian, and the struggles of adulting. Since ending her popular Barstool Sports show Schnitt Talk, her social following of 750K+ has been demanding more.
Her genuine (and hilarious) take on life has resonated with other gen z and millennial women. Enter Late Night Drive with Ellie Schnitt. Launched last month, Ellie invites listeners to sit in the passenger seat and pour their hearts out about love, friends, work, and more.
