What a brilliant piece! Often, I find it difficult to not get riled up by these echo chambers and not pass judgements, but thanks for giving this topic a fairly neutral perspective. I have something to learn. 😅
Also, do you think a similar phenomenon on Instagram occurs with finance influencers, career coaches, etiquette gurus etc.? I find it very conflicting. I love that these platforms give everyone a voice but at the same time the voice is not actually their own? I don’t know how to feel about it.
The legal notice story is a brilliant one tho. And the framing of it is just some kind of a wonderful cosmic joke. 🤣
I honestly am not the biggest IG user, but I feel like IG's lack of professionalism makes things much easier to separate there. sure, maybe at one point there was reason to worry that we're only creating more beerbiceps lookalikes, but I think IG cycles are much faster and shorter. for eg I don't think finance content has the same hype as it did before. IG creators are probably forced to change their game rapidly as compared to LinkedIn.
the content head at a top non-music audio OTT company in India gave a couple of lectures at my college. he talked about how they look at all content as self-help, and that framing it that way is helpful for them to better reach their target audience - primarily non-English speaking, non-elites
the Gita obviously is also self help. but so is a zombie apocalypse audio thriller set in IIT-B, because that helps the listeners get a peek into life at IIT-B - which is hugely aspirational for everyone (even for those who have finished their studies). He also talked about how, audio books/content on say history, politics etc. gave them the ability to appear smart.
just thought that would be interesting to you and the readers of this - once again - brilliant piece
oh man, I'm so fascinated by the non-music audio industry in India. I had little idea that non-English podcasts in India were this popular, and self-help content ruled it. extremely fast-growing market that I think is so precisely because of that need to appear smart. crazy insight about the zombie story tho, I had no idea it was this insane
What a brilliant piece! Often, I find it difficult to not get riled up by these echo chambers and not pass judgements, but thanks for giving this topic a fairly neutral perspective. I have something to learn. 😅
Also, do you think a similar phenomenon on Instagram occurs with finance influencers, career coaches, etiquette gurus etc.? I find it very conflicting. I love that these platforms give everyone a voice but at the same time the voice is not actually their own? I don’t know how to feel about it.
The legal notice story is a brilliant one tho. And the framing of it is just some kind of a wonderful cosmic joke. 🤣
thank you friend!
I honestly am not the biggest IG user, but I feel like IG's lack of professionalism makes things much easier to separate there. sure, maybe at one point there was reason to worry that we're only creating more beerbiceps lookalikes, but I think IG cycles are much faster and shorter. for eg I don't think finance content has the same hype as it did before. IG creators are probably forced to change their game rapidly as compared to LinkedIn.
Of course I must share this on LinkedIn :)
thank you Donna ❤️
brilliant as usual!
the content head at a top non-music audio OTT company in India gave a couple of lectures at my college. he talked about how they look at all content as self-help, and that framing it that way is helpful for them to better reach their target audience - primarily non-English speaking, non-elites
the Gita obviously is also self help. but so is a zombie apocalypse audio thriller set in IIT-B, because that helps the listeners get a peek into life at IIT-B - which is hugely aspirational for everyone (even for those who have finished their studies). He also talked about how, audio books/content on say history, politics etc. gave them the ability to appear smart.
just thought that would be interesting to you and the readers of this - once again - brilliant piece
thank you so much, Bharg!
oh man, I'm so fascinated by the non-music audio industry in India. I had little idea that non-English podcasts in India were this popular, and self-help content ruled it. extremely fast-growing market that I think is so precisely because of that need to appear smart. crazy insight about the zombie story tho, I had no idea it was this insane