Small podcasts, big impact campaigns & the death of average content
The bar has quietly gone up.
In this episode, I talk about why small podcasts are disappearing, and it’s not because podcasting is dead. It’s because what’s required to compete has changed. Better production, stronger distribution, and a long-term commitment are now the baseline. If you’re treating a podcast like a quick win, you might need a reality check.
We also get into what’s working right now. LinkedIn is outperforming Instagram for thoughtful content, and the reason is simple: audiences are rewarding substance again, but there’s a catch. The middle is disappearing; content is either sharp and specific or completely ignored.
I also talk about one of the smartest social impact campaigns I’ve seen this year and why it works. We also go behind the scenes of building the Ripple Festival lineup, including the reality of “big name” speakers and why star power isn’t the strategy people think it is.
Plus, I share my take on the social media ban for under 15s and what Coachella reveals about how smart brands get attention without paying for it.
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Find me on Instagram → @campaign_del_mar
Extras
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→ Get Mia’s Mini Campaign Planner
References mentioned in this episode
- Ripple Festival
- Mumbition the Podcast
- Abbey Chatfield (podcast production commentary)
- The Diary of a CEO by Steven Bartlett
- Mamu Melon campaign
- Action Speaks Louder (organisation)
- Serious People (creative agency)
- Lululemon (campaign target)
- Greece to ban social media for under 15s next year
- Coachella Festival
- Bloom Nutrition activation
- credit: @smartphonefreechildhood and @yasminclouser
This episode was produced by Laura McRae from Podcast Support Services
