The other night, as I watched the 2024 U.S. Presidential election results roll in, one thought kept standing out. The Republicans were emerging as clear winners, despite mainstream media’s overwhelming favor toward the Democrats throughout the campaign. It was striking: the American electorate seemed to be rejecting the messages pushed by mainstream media. Commentators partly credited this surprising outcome to the use of podcasts to connect with voters more authentically. And while that’s true, it’s only part of the story.
What emerged from this election cycle wasn’t just the power of podcasts but a critical shift toward embracing niche media spaces with strong, loyal audiences. This shift signals a major pivot in political campaigning and brand strategy alike. Political parties and brands are recognizing in today’s landscape, relying on mainstream channels alone leaves significant opportunity on the table. Many campaigns are now adding podcasts to their media strategy—and that’s great. But there’s a catch: being a guest on a podcast and other niche media spaces is, at the core, renting space. They’re platforms you don’t fully own.
Build it, Don’t Rent it
To create real, lasting impact, brands and parties need to go beyond simply finding niche media that has a strong audience; they need to focus on creating that media from the ground up. It’s one thing to identify an existing podcast with an engaged following and be a guest or sponsor an episode or buy an ad slot. But it’s entirely another to invest in building your own niche media presence—whether through a podcast, a newsletter, or other channels—and cultivate a community that’s genuinely interested in what you have to say.
The true magic of niche media lies in its ability to foster deep, meaningful connections with an audience that cares about your message. Yes, creating this kind of following takes time. Podcasts, for instance, aren’t built overnight. They require consistent, thoughtful content that resonates with a specific audience. But for brands willing to commit, the rewards are substantial. Once you’ve built a dedicated following, your audience isn’t just hearing your message—they’re actively engaging with it and spreading it on your behalf.
The Strategy Hasn’t Changed – It’s About Trust
This trust translates into loyalty, and in the case of political campaigns, it can mean mobilizing real grassroots support that bypasses mainstream narratives altogether.
Brands and political campaigns should focus on creating their own platforms to foster a unique community. By doing so, you build a space that’s fully aligned with your brand values and messaging. This approach not only strengthens your message but also puts you in direct control of how your story is told, free from the constraints of traditional media.
In today’s fragmented media landscape, where audiences are skeptical of mainstream narratives, niche audiences are powerful assets. Brands that invest in building these spaces will find themselves with not just a following but an engaged community that amplifies their message organically.