Category: blog

In a world overflowing with content, the brands that truly stand out are the ones that communicate with authenticity.

That’s why we created The Kilitalks —a space to explore stories where communication isn’t just about sending messages but about creating real connections, driving change, and giving purpose to what we do.

Hosted by our director, Beth Prat, this video podcast brings to light the journeys of people who have made communication their most powerful tool.

For our very first episode, we sat down with Carlos Llibre, founder of ALL 1—a community that started as a deeply personal journey and has now become his life’s purpose.ALL 1 is proof that branding, when built on real purpose, can do more than just sell—it can bring people together and change the way we connect with the world around us.

Branding with Purpose: More Than Just a Logo

Behind every strong community, there’s a powerful story that fuels it. True communication isn’t about pushing messages—it’s about bringing people together who share the same values, the same vision.

Branding, when done right, is so much more than just visuals or marketing. It’s the voice, the heart, and the meeting place for those who believe in something bigger.Today, the brands that truly make an impact are the ones that go beyond the transaction and build real relationships. The secret? Telling stories that move people, connecting on an emotional level, and showing that behind every logo, there are real people with a clear vision of the world they want to create.

Carlos Llibre & ALL 1: The Strength of a Raw and Honest Message

Carlos Llibre’s story is a reminder that some of the most meaningful projects come from the toughest moments in life.

ALL 1 didn’t start as a business idea—it started as a way for Carlos to heal. He faced a personal tragedy that left him broken, lost, and searching for answers. In his conversation with Beth Prat, he shared how, in his darkest moment, communication became his lifeline: opening up, allowing himself to be vulnerable, and turning his pain into something bigger than himself.

ALL 1 isn’t just a brand or a community—it’s a safe space where people can be real, without fear or judgment.

Through the power of words and connection, Carlos discovered that sharing his story not only helped him heal but also gave others permission to do the same. His message became a bridge—a way of telling people, “You’re not alone.”What started as a personal journey has grown into something bigger: a space where people connect, share, and grow together. His story is a reminder that vulnerability isn’t a weakness—it’s what allows us to build the deepest and most meaningful connections.

Communication That Builds Brands with Soul

The story of ALL 1 is proof that communication isn’t just a marketing tool—it’s a force for change.

The brands that truly leave a mark are the ones that inspire, bring people together, and create something that matters. But for that to happen, the message has to be real. Honest. Human.

At The Kilitalks, we want to keep exploring stories like these—stories that remind us that true communication is what turns an idea into a movement.If you believe in purpose-driven storytelling, emotional branding, and building real communities, this space is for you.

In the fast-paced world of motorsport, where adrenaline and passion blend together, brands seek to connect with global audiences through omnichannel marketing and communication strategies. International championships like the F4 Spanish Championship and Eurocup-3 offer unique opportunities to reach both motor racing fans and consumers of related products. At The Kilite, we understand how to make the most of omnichannel strategies to create branded experiences and enhance the presence of brands in the market.

The Power of Social Media in Motorsport

In motorsport, social media plays a crucial role in generating real-time engagement with fans. Platforms like Instagram, X, Facebook, or TikTok allow brands to create impactful content that connects with various audiences, from racing enthusiasts to casual fans. At The Kilite, we integrate social media strategies that create a continuous and cohesive experience for motorsport followers. From live posts during races to exclusive behind-the-scenes content, we connect fans with their favorite teams and drivers. By using tools like polls, interactive videos, and live streams, we ensure that fans not only follow the event but also actively participate.

The Importance of Visual Content in Motorsports

Racing is inherently a visually impactful sport. High-speed cars, adrenaline-pumping risky scenes, and iconic circuits create unique moments to capture and share. At The Kilite, we know how to maximize this potential, designing visual campaigns that convey the excitement of these events, creating unique content that resonates with fans and the general audience. We create a brand-specific identity that encompasses designs and visual strategies that go beyond simple photos or videos. We create visual narratives that capture the dynamism of motorsport, helping brands position themselves as leaders in their category. High-definition images, spectacular videos, and dynamic graphics are just a few of the tools we use to ensure that every interaction with the audience is memorable.

Using Streaming to Boost Engagement

Live-streaming events are essential to bringing the excitement of motorsport to a global audience. At The Kilite, we have extensive experience in organizing and managing live events across various sectors, such as fashion with 080 Barcelona Fashion, or expansion services with success stories like the Swiss company DKSH. We offer complete streaming solutions, from creative and technical concepts to ensure content capture and distribution across multiple platforms, ensuring every event is accessible to the public regardless of their location. Additionally, we integrate interactive elements like live comments, polls, and exclusive interviews to maintain a high level of engagement throughout the broadcast.

Personalization Strategies in Marketing Campaigns

Not all motorsport fans are the same. Some are devoted enthusiasts, while others are occasional viewers. That’s why we design personalized marketing campaigns that adapt the message according to the audience. We use demographic data, content preferences, and purchasing behaviors to create tailored experiences for each segment of the audience. By personalizing the message and platforms, we help motorsport brands capture consumers’ attention more effectively, maximizing the impact of each campaign. From segmented emails to social media ads by country and interactive content, we ensure that every brand touchpoint aligns with the interests of its audience.

Case Study: A Motorsport Brand in the 21st Century

To illustrate how an omnichannel communication strategy can enhance the presence of a motorsport brand in the market, let’s take the example of the F4 Spanish Championship. This brand, which we have supported since its inception, implemented an integrated campaign combining social media, visual content, live events, and message personalization to connect with its global audience. We worked closely with the brand to develop an approach that not only attracts the most passionate fans but also captures the attention of new audiences. Through a phased omnichannel strategy, we tackled each season with distinct goals and a uniform “always-on” approach, a mix that has positioned the brand in its category, not only increasing its visibility in the market but also boosting its engagement and loyalty among various targets (B2B/B2C).

Motorsport is a unique platform for brands to connect with their audiences through omnichannel strategies. At The Kilite, we combine our knowledge of digital marketing, creativity in visual design, and expertise in streaming to create unique brand personalities and campaigns that connect because they are memorable.

In an environment where consumers are hyper-connected and brands must compete for their attention across multiple platforms, omnichannel has emerged as a key pillar for creating consistent, personalized, and far-reaching experiences. At The Kilite, we understand that communication efforts should not be limited to the tactical but must be built holistically, connecting the dots between physical and digital to generate a continuous, fluid narrative.

Omnichannel: More Than Presence on Multiple Channels

Omnichannel isn’t just about being on social media, having a website, or having physical points of sale. The real challenge lies in integrating all these channels so that the consumer perceives a unique experience, no matter where they interact with the brand. Consumers no longer differentiate between the digital and physical worlds: for them, both spheres complement each other, and they expect brands to move fluidly between both environments.

This is where the distinction between tactical and holistic strategies becomes evident. While tactical actions focus on short-term goals or specific campaigns, a holistic strategy takes a broader view, where each brand action is a piece that contributes to a larger goal. In this context, omnichannel becomes the key for brands to evolve and remain relevant in the long term.

Why Build on Omnichannel?

Consistency in the Narrative:

Consumers value consistency. An omnichannel strategy ensures that the brand’s message and values remain consistent, whether the consumer interacts via an app, in a physical store, or on social media. This reinforces brand identity and builds trust over time.

Improved Customer Engagement:

Omnichannel enables brands to interact more effectively with their audiences. It’s not about being everywhere but about knowing how to leverage each channel to create a deeper, more personalized experience.

Optimized Customer Experience:

With an omnichannel strategy, brands can offer experiences that better adapt to consumer needs and preferences. This includes everything from personalized online recommendations to efficient customer service on any platform.

Long-term Profitability:

By shifting from a tactical to a holistic strategy, brands can optimize resources and create more efficient campaigns that not only generate immediate results but also build strong, lasting relationships with customers.

From Tactical to Holistic

Omnichannel has the power to transform marketing and communication actions from tactical to holistic. Instead of designing fragmented campaigns with short-term goals, it’s about creating an integrated experience where every touchpoint reinforces the brand’s message and identity.

When brands adopt a holistic approach, they ensure that all their actions align with a global vision. Thus, every action—whether on social media, in a physical store, or through advertising—contributes to creating an experience that not only impacts but endures in the consumer’s mind.

Omnichannel is the Future

At The Kilite, we believe omnichannel is the path to the future of communication. Brands that know how to build around this strategy will not only achieve greater connection with their audiences but will also be prepared to adapt to the constant changes of the digital and physical environment. The holistic approach, supported by omnichannel, ensures that each action is not isolated but part of a larger, more coherent, and more effective whole.

This is the moment to build on omnichannel, to take communication strategies to a level where the tactical becomes holistic, and the fragmented becomes an integrated experience.

Interview with Irene Espejo, Marketing Manager at Parc Central

The Kilite: Hi, Irene. Thank you for joining us today. We’d like to talk about the Tarraco Experience campaign and the importance of shopping centers in activating their assets.

To start, what motivated Parc Central to launch this campaign?

Irene: Hi, thank you for having me. At Parc Central, we are always looking for innovative ways to attract and retain our audience. Tarragona has an incredible historical richness, and we wanted to leverage that heritage to offer something unique to our visitors. The Tarraco Experience campaign allowed us to do just that, using Augmented Reality technology to create a deep connection between the city’s history and the contemporary experience of visiting our shopping center.

The Kilite: What goals did you have when you started this campaign?

Irene: Our main goal was to revitalize interest in the shopping center by increasing both visitor traffic and the length of their visits. We wanted to offer an educational and entertaining experience that highlighted the cultural value of our location, which is built over a Roman archaeological site. Additionally, we aimed to strengthen Parc Central’s identity as a place where modernity and history converge, making each visit something memorable.

The Kilite: What has been achieved with Tarraco Experience so far?

Irene: The results have been very positive. The campaign has been well received not only by tourists but also by local visitors, who have rediscovered the history of their own city. The interactive experience has sparked a lot of conversation on social media and has caught the attention of local and even national media, significantly increasing our visibility.

The Kilite: What has this campaign brought to your audience?

Irene: Tarraco Experience has provided our visitors with an innovative and fun way to learn about the history of ancient Roman Tarraco in Tarragona. Augmented Reality has allowed customers to visualize what life was like in Tarraco, making history more accessible and engaging. For the local customer, it’s been an opportunity to connect with their roots in a way that wasn’t possible before. It has also fostered a sense of community pride and sparked greater interest in local heritage.

The Kilite: Finally, how important is it for a shopping center like Parc Central to engage in asset activation?

Irene: A shopping center should be more than just a place to shop; it should be a space for enriching experiences and community gatherings. By activating our assets, such as the Roman archaeological site under Parc Central, we not only offer something distinctive and valuable to our visitors but also contribute to the local community. Initiatives like Tarraco Experience allow us to differentiate ourselves, attract new audiences, and solidify our position as a cultural and commercial landmark in Tarragona.

The Kilite: Thank you so much, Irene, for sharing with us the vision and achievements of Tarraco Experience. It’s truly an inspiring project.

Irene: Thank you for the opportunity to share our experience. We’re very excited about what we’ve achieved and the future initiatives that will allow us to continue offering unique experiences to our visitors.

In today’s world, where e-commerce dominates much of the digital landscape, it’s easy to forget that not all digital campaigns are geared towards online sales. In fact, many brands thrive through digital campaigns that focus on different objectives, such as increasing brand recognition, generating leads, promoting events, or fostering customer loyalty. At The Kilite, we understand that an effective digital campaign does not solely depend on whether or not you have an e-commerce platform, but on a well-designed and executed strategy. Here we share our tips for creating a successful digital campaign without an online store.

Clearly Define Your Objectives 

The first step for any successful digital campaign is to be clear about what you want to achieve. Do you want to increase brand recognition? Generate leads? Promote an event? Increase engagement on social media? Defining specific and measurable objectives is crucial as they will guide all the strategic and tactical decisions of the campaign. Example: If your goal is to increase brand recognition, you could measure success through the increase in social media mentions, website visits, or follower growth.

Know Your Audience 

Understanding your audience is essential. Conduct research to know their interests, behaviors, and needs. Use analytics tools and social listening to gain valuable insights. Creating customer profiles (buyer personas) will help you personalize your message and choose the right channels for your campaign. Example: If your main audience consists of marketing professionals, you could focus your campaign on LinkedIn and share educational content that connects with their interests and work challenges.

Choose the Right Channels 

Not all digital platforms are the same, nor do they work for all purposes. Choose the channels that best align with your objectives and audience. Social media, blogs, email marketing, podcasts, or ads are just some of the options available. The key is to select those where your audience is most active and receptive. Example: For a lead generation campaign, you could use LinkedIn and email marketing, as these are suitable platforms to reach a professional audience.

Create Valuable and Relevant Content 

Content is the heart of any digital campaign. Ensure that your content is relevant, valuable, and aligned with the interests of your audience. Use different formats such as blogs, videos, infographics, and webinars to maintain the interest and engagement of your audience. Example: If you are promoting an event, you could create a series of short videos with highlights from previous events, attendee testimonials, and interviews with speakers.

Design a Distribution and Promotion Strategy 

Having excellent content is not enough; you need a strategy to distribute and promote it effectively. Leverage the power of social media, email marketing, and collaborations with influencers or strategic partners. Also, consider paid advertising to expand your reach. Example: Use a combination of organic social media posts, segmented email marketing campaigns, and ads on platforms like Facebook Ads or Google Ads to ensure your message reaches as many people as possible.

Monitor and Adjust Your Campaign 

One of the advantages of digital marketing is the ability to measure and adjust in real-time. Use analytics tools to monitor the performance of your campaign. Analyze what is working and what is not, and make adjustments as needed to optimize results. Example: If you notice that a series of emails has a low open rate, try adjusting the subject line or content to make it more appealing. Working on the call to action will be another key to your success.

Designing an effective digital campaign without e-commerce requires a well-thought-out and executed strategy. By clearly defining your objectives, knowing your audience, choosing the right channels, creating relevant content, distributing it effectively, and monitoring performance, you can achieve significant impact and reach your business goals.

At The Kilite, we are here to help you navigate this process and create digital campaigns that resonate with your audience and generate tangible results. 

Contact us, and let’s start building your next successful campaign!

Por Jordi Bordes, Social Media Paid Specialist & SEO Expert

In recent months, Artificial Intelligence (AI) has revolutionized the world of marketing, and SEO is no exception. It is said that AI will change the way we search, but what it will really transform is the search engine itself. Although AI has been a crucial part of the evolution of search for years, its impact has grown exponentially recently.

Evolution of AI in SEO

With the advent of Large Language Models (LLM), SEO experienced a significant shift. Initially, AI was used to create content, then for the mass creation of content, and later for the generation of numerous websites. But today we will focus on how AI will change the search engine itself and not just what ranks or appears on it.

What is SGE?

Google Search Generative Experience (SGE) is Google’s generative search experience. This experimental version of the search engine uses AI to generate contextual responses to complex questions. Launched in 120 countries on November 8, 2023, SGE is expected to become an integral part of the digital experience, modifying the search engine results page and, with it, search behavior.

How Does SGE Work?

Although in Spain Google has gradually incorporated some of these features into the search engine, it is currently not accessible from our country, and we cannot test it. However, it is accessible in Google Labs as long as you connect via VPN.

And that’s what we’ve been doing for the past few months, conducting searches with Google’s generative AI to see how these changes will affect the search engine, the search experience, and, of course, our clients’ websites, e-commerce, map listings, etc.

Unlike the traditional search engine, which relies on retrieving relevant web pages, SGE uses artificial intelligence to offer a more comprehensive and informative search experience.

How Does It Do It?

Better Understanding of User Intentions:

SGE goes beyond keywords, analyzing the context of the search to understand what the user really wants to know.

Generates More Dynamic Response Formats:

Instead of simply showing links to websites, SGE can offer topic summaries, comparisons, data visualizations, and even generate different creative text formats, such as poems or code.

Provides a More Personalized Experience:

SGE takes into account the user’s search history and preferences to offer more relevant and individualized results.

Integrates with Other Google Tools:

SGE can interact with other Google tools, such as Gmail or Calendar, to offer a more seamless and contextualized search experience.

Online Shopping:

Provides a list of features and more product details in commercial/transactional searches.

How Does It Affect SEO?

According to Google, with SGE, traditional ranking factors such as keyword density and backlinks will remain important, but so will creating high-quality content that addresses user needs clearly and concisely. Essentially, the same as before, supposedly…

The Importance of Search Intent

But in reality, it depends greatly on the user’s search intent. Depending on this, the experience obtained in the results will vary significantly, from almost identical results to those currently to ones that are entirely different.

Informative Searches:

These types of keywords could be used in a content SEO strategy, blog, etc. They are apparently the ones that will undergo the most change, possibly generating AI responses in most cases, leading to a greater decrease in organic clicks and impressions. SGE is expected to generate more relevant and high-quality responses but can also go beyond its own response and traditional results to suggest additional resources, such as related articles, videos, or podcasts, that complement the search.

Navigational Keywords:

When users search for a specific page. An example of this type of search is brand searches, product+brand, media outlet, specific information source, etc. In such cases, the SEO impact would be minimal, as the user wants to access a specific website and what SGE will do is provide faster access by quickly identifying the websites the user frequently visits, anticipating needs, making suggestions, and improving navigation between devices.

Commercial Searches:

Keywords that look for a specific service/product. These types of keywords could be used in an SEO strategy for an e-commerce category page. SGE can offer users more complete and informative summaries of product categories, including features, comparisons with other products, and user reviews. This could reduce the need for users to visit multiple pages to find the information they seek and even enter e-commerce sites less unless they are already ready to make a purchase. It could eventually decrease impressions and/or clicks, but not necessarily sales if you have pages that provide quality information to generate these results and allow your products to stand out above competitors and/or substitutes.

Transactional Searches:

Searches oriented towards making a purchase. SGE will offer more personalized shopping experiences: it can provide personalized product recommendations based on search history, user preferences, and search context, simplified product comparisons, and even facilitate the purchase process by integrating functions such as voice search or augmented reality.

It remains a mystery what the actual CTR will be for the different positions in the various SGE result carousels and the role ads will play (Google’s real revenue source). Still, there are models, experiments, and speculations for all tastes, more or less optimistic or pessimistic, but it is clear that the coming change will be significant, especially for informational searches.

Note: This article was not written by AI, it just helped a bit, but it could have been.

Stay tuned to all our content to stay ahead!

By Poppy Grijalbo, PR, Art Patron, Publisher, Lifestyle Advisor & Charity Maker.

In today’s world, the launch of a brand would be inconceivable without Public Relations (PR). PR professionals effectively bridge the gap between our clients and various audiences.While I specialize in PR, I don’t manage communications; for that, I rely on expert colleagues when needed.

What PR professionals do?

We help build and strengthen brands, companies, and clients. We ensure that messages are consistent and aligned with the company’s values and goals.

Through careful communication management, we aid in building and maintaining a positive reputation.

Generating anticipation  and excitement

PR strategies are designed to generate media coverage before, during, and after an event, increasing visibility and creating anticipation.PR tells compelling and engaging stories through events that capture the interest of the audience and the media.

Direct interaction with the audience

Through events, PR facilitates direct and meaningful interactions between the brand and the consumer, creating memorable experiences. Events allow for immediate feedback from attendees, which is invaluable for refining and improving future strategies.I always tell my clients: “If you have eggs and potatoes and know what to do with them, you don’t need me.”

Crisis Management

We must be prepared to handle any adverse situation that may arise during an event, providing the client with the assurance that everything is under control.

In a crisis, PR ensures that messages are clear, transparent, and managed positively and professionally. Each event teaches us, and we learn to make strategic adjustments to improve future activations and events.

Evaluating the Impact Created

Through positive and memorable experiences, PR contributes to audience loyalty and strengthens long-term client relationships.

Long-Term Relationships

Networking is essential and helps in building audience loyalty and strengthening relationships. Maintaining a database with knowledge of each individual’s name is crucial.

But… What Skills Are Needed?

– Ability to write and speak clearly, persuasively, and appropriately to different audiences.

– Ability to establish and maintain relationships with clients, employees, and other stakeholders. 

– Crisis management skills to minimize damage to the organization’s reputation.

– Ability to plan and execute PR campaigns that align with the client’s objectives, and to listen effectively.

Public relations are fundamental to building and maintaining a positive image, managing public perception, and ensuring effective communication between the organization and its key audiences.

The Case of Olistic

The nutraceutical industry has experienced exponential growth in recent years, with a plethora of brands launching multiple products to address various health and wellness needs. However, Olistic has shown that success can be achieved with a strategy focused on a single distinctive formula based on the latest scientific innovation, available in two variants: Olistic Men and Olistic Women. This article reveals how to design and execute an effective communication strategy for a brand with two product references.

1. Clarity and Focus in the Message

One of the main benefits of having two product references is the ability to maintain clear and coherent communication. Instead of spreading efforts across multiple messages for different products, Olistic has concentrated its strategy on highlighting the unique properties of its advanced formula. The message was very clear: to holistically care for the overall health of the hair from the inside out. The key here is to understand and effectively communicate what makes your product unique and how it meets the needs of your target audience (one message, with a tone adapted for men and women).

At Olistic, communication focuses on the scientifically-backed benefits of the formula and how it specifically caters to the needs of men and women. This clarity and focus allow every piece of content, from social media posts to press releases, to consistently reinforce the same message.

2. Brand Building and Customer Relationship

Building a solid brand is essential, especially when you have only one product. Olistic has invested efforts in creating a brand identity that resonates with its consumers.

Moreover, the relationship with the customer has become a central pillar. Olistic uses relational marketing strategies to maintain continuous communication with its customers, collecting feedback and adjusting its communication and service based on these interactions. We firmly believe in bidirectional communication from brand to customers and customers to brand to continue building a loyal and committed community in the right direction.

3. Education and Valuable Content

In a booming industry like nutricosmetics, education is fundamental. Olistic has adopted a strong content strategy that not only promotes the product but also focuses on educating the consumer about the science behind nutraceuticals, in & out care for hair health, and overall well-being.

Blog articles, well-segmented newsletters according to customer typology, webinars with health experts, and downloadable guides are some of the tools used to provide additional value to consumers. This strategy not only positions Olistic as a thought leader in the industry but also helps build trust and credibility.

4. Testimonials and Real Cases

Testimonials are crucial components of Olistic’s communication strategy. Testimonials from satisfied customers and positive reviews not only validate the product’s effectiveness but also act as a powerful tool for resolving doubts of other potential customers and a great trust generator around the brand. At Olistic, we have over 12K verified customer reviews and a TrustScore of 4.5/5, resulting in a trustworthy brand.

Olistic has implemented campaigns that encourage users to share their experiences on social media, creating a constant flow of user-generated content that not only amplifies the brand’s reach but also provides tangible evidence of the product’s benefits.

 Conclusion

In terms of communication, focusing our efforts on a single formula adapted to men and women based on cutting-edge science has allowed us to establish a solid position as leaders in hair health, reaching the top spot in pharmacies. This approach has enabled us to effectively communicate the benefits of our products, fostering customer trust and loyalty. By focusing on advanced and scientifically-backed solutions, we have managed to stand out in a specific niche, gaining a significant competitive advantage.

By Maria Almenar, Fashion Journalist and Podcast Host for Brands

If history teaches us anything, it is that it repeats itself, whether in long periods or increasingly brief and fleeting cycles. Many phenomena of the past are experienced in adapted forms in modern times, producing that common feeling of déjà vu, thinking: “I’ve lived through this before, in different times and circumstances.”

The Buggles immortalized a pop culture hit in 1979: ‘Video Killed the Radio Star’. This milestone of their fleeting career also coincided with another achievement: it was the first song to launch the MTV phenomenon two years later, keeping teenagers of the 80s and 90s glued to their televisions with music videos. Technology was changing the world. Video players had come to dominate, replacing sound as the primary medium. Radio was part of the past; video represented the future. Modernity.

A Revolution That Is Heard

This dynamic is repeating itself today with the advent of the podcast, considered the communication medium of the 21st century. It was born two decades ago when journalist Ben Hammersley first coined the term in the prestigious newspaper The Guardian to define the habit of consuming digital audio content on demand.

Now in its maturity, the podcast industry has evolved, with the United States market being its natural and predominant habitat globally, boasting millions of users and increasingly younger audiences hooked on this listening revolution that breaks away from the static formulas and narrative formats of conventional radio. The latest data from Edison Research’s “The Podcast Consumer 2024” report confirms this.

In Europe, Spain leads in podcast consumption with a high rate of listeners leaning towards this audio format. According to the 2023 Annual Digital Audio Study by IAB Spain, podcast consumption has grown significantly, with 54% of internet users regularly listening to podcasts, representing a 10-point increase from the previous year.

And Now, It’s Also Watched

Since 2020, the podcast has accelerated its transformation process, driven by the latest trends in online video, more experimental narratives, and the demands of digital natives. Thus emerged the audio that is also consumed through the eyes: the video podcast or vodcast, as it’s now often abbreviated. History repeats itself, but with nuances and variations.

The video podcast is not merely the younger sibling of the podcast. We could say it is a new adaptation. Or, following advertising jargon, the best version of itself now that pushing boundaries is in vogue. This time, digital audio and video coexist in this innovative format. They can take separate paths, capitalizing on the strengths of each distribution platform that influences listening or viewing. Neither one devours the other. They complement each other, creating powerful synergies that attract new waves of listeners through the mighty YouTube (video) or Spotify (audio) as the most popular platforms consumed especially among young people. In recent years, video podcasts have been gaining presence and weight in audiovisual platforms and large distributors of digital content. And something very representative of this new medium, although there are several consumer profiles, can broadly verify an evident fact: the video podcast has particularly seduced Gen Z. And why, you may ask?

The new generation of young people has found in this medium a flexible format of diverse content that can be as trivial and light, intended for mere entertainment, as specialized in a subject to conquer the most restless minds. It is also an easy medium to produce, consume, and disseminate, apparently spontaneous, that speaks to them directly, and in many cases represents them by showing without taboos some of their tastes, interests, and needs. Advantages that, by the way, mainstream media have been unable to achieve even remotely.

At this point, I invite you to a reflection. Close your eyes and visualize the young people around you. How many people under 30 do you know who get informed through mainstream press, listen to radio programs regularly, or entertain themselves with television? If you know any, congratulations! You have discovered the exception.

The video podcast also opens the door to conversation, to the incorporation of experiments by all kinds of content creators, consolidates an active audience that, in turn, can participate and interact with the format and something even more interesting, creates community. And we already know that, in a world of isolated individuals consuming personalized products and services, everything that creates bonds and bridges of dialogue between several people is worth gold.

A sirens’ song for brands

Given such virtues, brands have seen in the video podcast a source of wealth. We are talking about branded podcasts. A means of communication to humanize the brand, whether internally or externally, and an indispensable strategic tool to fulfill other objectives such as retaining their audience, expanding new audiences, nurturing networks with genuine content, or conveying and disseminating related values in an enjoyable and entertaining way, among others.

Furthermore, each format offers different monetization possibilities ranging from product placement actions to video advertising or sponsorship.

In any case, the podcast and video podcast industry continues to revolutionize the digital landscape with a horizon full of opportunities. According to the report “Top Digital Trends 2024” prepared by IAB Spain, the association of advertising, marketing, and digital communication in Spain, “the podcast will continue its expansion in 2024, but towards a growing focus on specialization and the creation of communities, where the listener will connect through real-time surveys or questions to be answered during listening.”

This is just the beginning.

By Chity del Pozo, brand consulting and consumer psychology expert

It is curious to observe how society has been adapting to new times and new technologies rapidly, especially in the wake of the pandemic. All generations have increased their skills in the online world, which has become a continuous source of interest and curiosity.

Who, nowadays, has not made an online purchase or connected to a platform for a professional or personal meeting? Who has not tried or is eager to try Artificial Intelligence? Virtual ideal matches and beauty pageants are already being organized using AI, along with various jobs and articles that make our lives easier.

Technology during the pandemic pushed us out of our comfort zone, forcing us to learn things we might not have learned for years, but we did it because humans are like that; we succeed when challenged.

ICT is altering everything, presenting daily challenges. We are in the midst of a technological revolution, the consequences of which future generations will discuss and explain, but which has already modified almost everything around us:

– The way we relate, socialize, or even seek partners is increasingly virtual. We interact through networks or platforms more naturally and routinely because it is more comfortable, reaches more people, and is faster.

– Health, well-being, and care are now facilitated through health applications that monitor our vital signs daily or track physical exercise. Smartwatches and platforms allow us to stay updated on our body’s information at all times. Post-pandemic, we have become accustomed to telemedicine: online or phone medical consultations that were previously uncommon. Elderly people living alone can monitor and communicate through telecare devices or accompany themselves with robots that remind them when to take medication and engage in conversation, among other things.

– The world of work has also been transformed in every aspect. Today, younger generations demand remote work, and job offers already classify positions based on whether they are onsite, remote, or hybrid. New entrepreneurial talent is also captured through networks, and profiles are discarded based on what is perceived through their social media. In this sense, it seems that we are moving towards a collaborative work approach to maximize employee performance and satisfaction, as trends suggest, but we will increasingly work separately.

– The business market is influenced by intelligent applications and new software programs that autonomously analyze data, understand patterns, predict outcomes, and perform tasks that previously required human intervention. These technologies also simplify and accelerate the process of analysis and reporting. This, coupled with what is called “datafication,” will allow predicting trends, behaviors, and personalizing services, although now it seems that robots are experiencing breakdowns from working 20-hour shifts… We’ll keep an eye on what this will entail.

– Learning is evolving. New generations are learning through connectivity, as the internet takes us from one place of interest to another, helping us internalize knowledge. Learning to filter what interests us and establish connections between disparate knowledge is the essence of connectivism. Teachers must use technology in the classroom to help students develop these skills because it is now impossible to attend as before. The theory of connectivist learning is relatively new; it takes into account the digital age and is based on how we use different “connected” networks to learn and expand our knowledge—seemingly more effective in teaching new generations.

– Media consumption has shifted online, capturing and connecting with audiences. We are witnessing the decline of traditional television, print newspapers, and radio, while podcasts, videos, and online advertisements continue to grow. Brands are also utilizing shorts, series, and other programs to engage with people. Out-of-home advertising is increasing because it apparently proves most effective, or even false news is communicated to grab attention (FOOH), like McDonald’s launching a french fries-scented perfume in China, which had us fooled for 15 days, but kept us engaged with the brand.

– Entertainment and culture are becoming increasingly digital. Preferences lean towards series over movies, on-demand content penalizes classic entertainment forms such as cinema, theater, and museums, which have had to reinvent themselves to become more experiential and immersive to fill audiences.

– Purchasing is becoming more immediate and home-delivered. Those who didn’t engage in it before initiated it during the pandemic, and now convenience and immediacy are paramount, as well as mobile or watch-based payments.

– Organizing daily life and the possibility of always being connected, alerting us to what we need to do at every moment and keeping us constantly in touch, whether we want it or not.

Now, we have yet to see how all this, which seems to help us and make our lives easier, especially during a pandemic where we could stay home, truly does so. Yes, we have changed a lot in a short time, and new technologies help us stay connected, informed, and provide conveniences, but will it be real? Is it healthy to always be connected, or will more and more people suffer from FOMO syndrome? How will these technologies affect us in the future? Why are there increasingly more Luddite movements and platforms against screen usage in children? Why do many services and brands already offer disconnection options?… Time will tell, and we’ll see who it sides with.