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Brief Published: 29 Jul 2021

Three-Minute Trend: Why Brands Should Turn Broadcaster

From podcasts to livestreaming to a new generation of drop-in audio apps and even radio concepts, the last year or so of lockdowns has brought the value of new-generation broadcasting to the fore, incubating an ultra-fertile space for new brand communications.

As Jonathan Wilson, professor of brand strategy and culture at Regent's University London, says: "Our appetite for snackable, bingeable, mobile-ready content has been growing for some time, but the pandemic has brought us a crossing-the-Rubicon moment concerning the application of broadcasting anywhere, everywhere, by anyone. Even luxury brands have softened and are rubbing shoulders."

In this Three-Minute Trend, Katie Baron, director of Brand Engagement at Stylus, explores versions of brand-backed broadcasting to date, reviewing the key platforms with mileage and the fan/consumer behaviours these are satisfying.

In this time of accelerated change and global volatility, Stylus' Three-Minute Trend videos offer short, sharp insights into the business challenges and commercial opportunities that matter right now, whatever industry you're in.

For more on this topic, see Broadcast-Ready Base Camps in Brand Spaces: 10 Trends & Opportunities, 21/22, Audio: The New Social Platform and Nordstrom & Selfridges Borrow Broadcasting Tactics.

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