The way people consume content is undergoing a massive transformation, and the latest election cycle provides a clear lens into this shift. Traditional media is no longer the dominant force it once was. Platforms like podcasts, TikTok, and Substack are reshaping how people engage with information—and this has major implications for advertisers and marketers.
For brands, this is more than a trend; it’s a call to rethink strategies. If you’re still focused on legacy media and traditional advertising models, you risk falling behind.
The Numbers Speak Volumes
The evolution of media consumption is backed by undeniable statistics:
- A Joe Rogan podcast episode featuring a high-profile guest like Trump garnered 33 million viewers, rivaling the combined audience of prime-time cable news appearances.
- Vice President Kamala Harris reached more young women on Call Her Daddy than traditional platforms like 60 Minutes and The View combined.
- 100 million Americans now tune into podcasts weekly, showcasing the power of long-form audio as a dominant medium.
- Platforms like TikTok, Instagram, Substack, and micro-influencers are becoming key players in disseminating content and driving audience engagement.
This shift is not just about the platforms—it’s about how people prefer to consume information. Audiences are seeking authenticity, relatability, and direct connections, all of which these platforms excel at delivering.
Rethinking Advertising and Marketing for a Digital-First World
For advertisers and marketers, this evolution presents an opportunity to rethink traditional campaigns. Here’s how brands can stay ahead:
1. Podcasts: The New Frontier
Podcasts have become a powerhouse for long-form storytelling and niche targeting. Advertising on popular podcasts—or even creating your own branded content—can help you reach highly engaged audiences. Dynamic ad insertion and host-read ads ensure a seamless, authentic experience for listeners.
2. Leverage TikTok and Short-Form Video
TikTok is not just for Gen Z. It’s a growing platform for brands to showcase creativity and connect with audiences across all demographics. Short-form videos drive higher engagement and allow for content that feels organic and personal—key elements in today’s marketing landscape.
3. Partner with Influencers and Creators
Micro-influencers and content creators offer direct access to niche audiences that trust their recommendations. This trust translates into better ROI than traditional ads on platforms with declining engagement rates.
4. Build Communities on Substack and Beyond
Email newsletters and platforms like Substack allow brands to cultivate a loyal community by delivering valuable, relevant content. This approach positions your brand as a thought leader while fostering deeper relationships with your audience.
5. Invest in Cross-Channel Campaigns
A cohesive strategy across platforms ensures your message reaches audiences wherever they are—whether through podcasts, TikTok ads, Instagram Stories, or Substack content. Integrated campaigns create consistent brand visibility and drive conversions.
Authenticity is the Key to Impactful Advertising
What ties these strategies together is authenticity. Today’s audiences want real conversations, relatable content, and meaningful interactions. Advertising is no longer about interrupting the audience—it’s about engaging them where they naturally spend their time, with content that resonates on a personal level.
How Artform Can Drive Results
At Artform, we specialize in helping brands navigate this changing landscape. Whether you’re looking to break into podcast advertising, maximize ROI on TikTok, or craft a multi-platform marketing campaign, we have the expertise to help you succeed.
The days of one-size-fits-all marketing are over. Let us help you create campaigns that connect authentically and convert effectively. Ready to rethink your approach? Contact Artform today and let’s shape the future of your brand together.
