Why are pretendingly relaxed babbling podcasts produced for young people, where influencers tell the same stories as they do on their own Instagram, asks Nyt reporter Lotta Mikkilä.
“Is it Are you familiar with procrastination?”
“Do you like conflict?”
Among other things, such conversation openings can be heard in the one published in August Overanalysisin the podcast hosted by Eve Kulmala, Venla Anttila and Ilona Järvelä.
When I first heard about the podcast, my expectations were high. The presenter trio seemed promising, as I had been following Anttila and Kulmala on social media for a long time. Helsingin Sanomat in the review Over analysis was described in a positive tone as a podcast for the young generation free from stereotypes.
However, after the first two episodes of the podcast, I was a bit disappointed. The conversation sounded forced and forced. The stories were the same ones I had already heard on influencers’ Instagram posts.
The podcast mostly reminded me of its producer Ronja Salmen What are you thinking, Ronja Salmi? – program formula: We choose one topic and translate it from an obnoxiously many different perspectives. The end result of reflection is rarely anything new or insightful.
Social influencers audio-produced podcasts seem to be trickling into streaming services here and there, and it’s no wonder. With audio content let’s do real business nowand now listeners are even willing to pay for them.
This year, among other things Joonas Pesonen has started a sex education podcast aimed at millennials Is it OK? and Pernilla Böckerman containing “Löpinä”. 02210-podcast together with friends Reetta Ylä-Raution and Roosa Björkstram with.
It will also appear in September by Sergey Hilman and rap artist Blue Sabotage Ugly me -podcast, which also fits into the category of babbling podcasts. Hilmanin and Sabotage write on Instagram that the podcast has been a “super big dream” of both of them, which is finally coming true.
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As a heavy consumer of audio content in my twenties, I would like people whose stories have not yet been heard to be heard.
Influencers podcasts and the social media posts marketing them forcefully give the impression that many podcasts were started just for the joy of “podding”. The strongest phenomenon is also reminiscent of what happened between influencers and writers in recent weeks heated discussion about who can write books – or like Eleonora Riihinen in his column cleverly specify, by whom can afford write books.
Is for sure cool start your own podcast, write a book or become a TV show host. And there are also many influencers who succeed in them. Hit by the first wave of podcasts Afterwork-podcast, which is currently being hosted by Jenni Rotonen, Meri Milash and Petra Soikkelibe mentioned as one example of them.
Perhaps at that time in 2017, the creators of audio content still understood the nature of podcasts, and amateur production in all its authenticity hooked people to listen. Now the new influencer podcasts are trying the same, but instead of the content, the focus is on the presenters’ personal brand and social media hype.
In my twenties as a large consumer of audio content, I would hope that people whose stories have not yet been heard would also be heard: those who make themselves influencers as podcasters and not podcasts as influencers.
However, it can be difficult. An influencer who earns 50,000 euros a year and lives in the attention economy will probably get a better contract and more visibility for his podcast than a young person studying to be a radio journalist at Laajasalo college.
I’m tired of podcasts hosted by social media influencers, whose content is ethos-based rants. They are an underestimation of the public in the same way as “kids are attracted to reading” toboggan books.
Besides, not everyone needs to have their own podcast.
The author is a journalist at Nyt, who is happy to receive podcast recommendations.
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