On Being
A social media strategy for one of the web’s wisest podcasts
NPR’s show exploring the questions of a rich spiritual and inner life sought social media strategy to bring complex and complicated ideas to platforms that thrive on truncated characters and quick scrolls.
THE CHALLENGE
On Being, hosted by NPR and produced by Krista Tippett Productions (KTP), sought a social media strategy for their podcast and website that would celebrate complex ideas and attract new listeners. In platforms not historically known to foster values of intentionality or patience, we needed to share the On Being brand in a way that would honor the complexity of their subject matter, while making it accessible and digestible for social.
THE RESULT
The largest part of my strategy for On Being called for the brand to create a distinct and beautiful look for their brand on social with beautiful imagery. Previously, their content had featured content that was dark, with imagery that lacked a strong POV. Underscoring the fact that Instagram as a visual platform is built on the importance of sharing eye-catching imagery, I urged them to create content that retained the sense of moodiness and depth that they were known for, but that also provided a more engaging user experience for viewers as they scrolled through their feed.
I also recommended a set of brands, influencers and thought leaders that I thought the show could partner with in order to increase market share and gain a new set of younger, mobile-first listeners.
