Another platform wants a piece of the video podcasting pie 🥧

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This issue will bring you up to speed on what’s happening in the creator economy:

• Quick Fire news headlines

• Social Media Updates that you need to know about

• Check out my READ, LISTEN + WATCH recommendations for this week

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Worth The Read

TikTok and iHeartRadio are launching a podcast network

TikTok and iHeartRadio are partnering to launch the TikTok Podcast network.

Included in the launch are 25 new podcasts hosted by TikTok creators. Creators will host from co-branded podcast studios in Los Angeles, New York and Atlanta created by iHeartMedia. The broadcaster will also launch TikTok Radio, hosted by the TikTok podcasters.

This partnership with TikTok will help iHeartMedia reach Gen Z, a demographic that many broadcasters struggle to engage with.

Reaching Gen Z, however, isn’t as simple as bringing their favourite TikTok creators onto a podcast.

In the past, TikTok creators and other short-form social media stars have struggled to adjust to podcasting formats. What often leads to these shows being cancelled is the host's inability to sustain a captive audience for a long period of time. Additionally, podcasts lack the instant feedback that social media provides, which is often mistaken for a sign that something is not working.

I’m stating the obvious here, but they’re completely different media that require completely different approaches.

TikTok’s bigger picture is that it wants to be part of the video podcasting landscape.

Podcasting is the video platform’s new plaything. TikTok joins Netflix, Spotify, YouTube, and now it also looks like Meta wants in as well.

What will be challenging for these video platforms is convincing podcasters to loosen their grip on YouTube.

Podcasting, without a doubt, is going to look a whole lot different come this time next year.

Socially Updated

The Dig

READ: Social media strategist, Lia Haberman, breaks down 2026 social media predictions. Gain insight into where you should shift your priorities when it comes to social media platforms (interestingly, LinkedIn beats YouTube), where brands are focusing their budgets, and valuable content formats to implement in the new year. This is a valuable read that shouldn’t be for free!

LISTEN: Are we setting up female founders to fail? Girls Bathroom, a successful UK podcast, launched a lifestyle brand, and their audience wasn’t happy with the price tag…to the point that it became a moral debate about whether these women owed it to their audience to sell items at a low price. Would we have the same response if it were a male business? Style-ish, a Shameless Media podcast, unpacks this with guest host Zara McDonald.

WATCH: Aussie entrepreneur, Daniel Priestley explains how to achieve a multifigure lifestyle business that otherwise wouldn’t be possible at this scale 10 years ago.