The Hear It Podcast

Rebecca Roberts, Thread & Fable
  • 0.0 (0)
  • MARKETING
  • UPDATED WEEKLY

How can we better engage youth audiences through our marketing, communications and campaigns? Back for Season 5, the Hear It Podcast speaks with guests from a whole range of sectors and backgrounds, on how they understand, engage and work with young adults and children and explore what we can learn to inform our marketing and communications approach. The Hear It Podcast brings you insights, ideas, stories and advice on how to talk to a Millennial, Gen Z and Alpha audience. Hosted by Rebecca Roberts, Founder of marketing and communications consultancy Thread & Fable. This podcast is for you if you have a youth audience and you want inspiration and ideas on how to better listen and talk to them.

  1. 05/20/2025

    Moral Panics with Konrad Collao from Craft

    We're talking all things Gen Z/youth moral panics this episode with Konrad Collao, founder of Craft, the strategic insight agency that put humans at the heart of decison-making.  You can follow Konrad on LinkedIn here and find out more about Craft here.  We talk about Craft's research for Channel 4 and other youth publications they've done; Beyond Z - https://www.wearecraft.agency/beyondz   Trends, Truth and Trust - https://www.wearecraft.agency/genz   The Kaleidoscope - https://www.wearecraft.agency/the-kaleidoscope   Other things Konrad talks about Movember's work with The Good Side about young men's health in a digital world  Book recommendations Bobby Duffy's Generations and Perils of Perception Dr Eliza Filby, Inheritocracy Sam Friedman, the Class Ceiling and Born to Rule Jonathan Hait, the Anxious Generation and the Righteous Mind

    19 min

  2. 04/29/2025

    Representing youth voice within campaigns with Lyndsay McDade, Fearless

    This episode we speak with Lyndsay McDade, Fearless Scotland Manager at Crimestoppers, the charity offering support to 11-18 year olds to raise awareness of issues relating to crime as well as providing anonymous ways to report it. A partnership with Police Scotland and the Scottish Government led to a campaign to tackle the rise in sextortion tacking children and young people, a large proportion of which are male.   Connect with Lyndsay on LinkedIn and here’s more about Fearless Find out more about their Sextortion campaign here Things Lyndsay talks about The importance of not assuming anything around understanding of a topic, including the language used Co-creation that is continued throughout a process (i.e. not just asking for input then stopping), seeing that through to results and impact Making the process enjoyable for young people, bring food, pay for time! Getting ‘out there’ and connecting with communities; building real life connections with groups and organisations working with key audiences and/or topics related to your work Recommendations Young Scot for their excellent youth content Centre for Social Justice and their report Lost Boys CLD Talks for their podcast on local activity in Scotland The British Transport Police on TikTok

    23 min

  3. 04/15/2025

    What Gen Z really think with Zoplo's Tom Cullen

    This episode we're speaking with Tom Cullen, who's the co-founder of opinion sharing app Zoplo. With a growing Gen Z audience of 80k plus, numerous viral social accounts popularising discussion topics the app shares, Tom talks about building a youth-focused app, involving them in the process, and developing content that engages and entertains youth audiences.  Find out more about Zoplo Follow Tom on LinkedIn The three things Tom recommends to better engage youth audiences are; making conversations about them rather than your own brand/organisation, join the conversation in an authentic way rather than trying to 'speak Gen Z', and use humour when you can, which might involve better understanding the content world they're in.  Extending this to working with young creators, Tom talks about the importance of structure and not assuming anything about work experience and practice to ensure clear communications.  Books Tom recommends; Polling Unpacked: The History, Uses and Abuses of Political Opinion Polls by Mark Pack and Pixar Storytelling: Rules for Effective Storytelling  TikTok accounts he recommends; Pick'em (@pickemstore)  Brenden @brendenlmao European Kid @theeuropeankid Zoplo on TikTok @Zoplohalloffame

    20 min

  4. 04/01/2025

    RSPB Bird of the Week with Yas Devi

    We’re joined by Yas Devi, Social Media Executive at RSPB and the brains behind the unhinged and wonderful ‘Bird of the Week’ and the rest of the charity’s TikTok channel. We talk about TikTok strategy, measures of success, cultural relevance and get Yas’s top accounts to follow as well as tips for success on the platform. Follow Yas on LinkedIn here and check out the RSPB TikTok @rspb here TikTok accounts Yas recommends we check out National Trust WWF UK Mind Ryanair Duolingo Scrub Daddy Empire State Building RNLI Three best bits of advice for using TikTok to better engage a youth audience? Firstly, bringing the conversation to young people on the platform and never talking at them. The focus for the channel has been on building a community and conversation. Secondly, being authentic and organic on TikTok and using its tools to edit and develop content so that it works on there rather than being repurposed from other channels. Third, staying consistent with posting content, even when some don’t get big reach, consistency is key. Here's a link to the University of Exeter research mentioned about connecting digital nature to real life connection with nature. Other recommendations for LinkedIn follows include TikTok, Duolingo, Monzo, Girls in Marketing   If you like this episode and would like to put forward a guest, discuss sponsorship or work with Thread & Fable email info@threadandfable.com    Please rate, review and subscribe - or simply share with someone you think will like it, as it really helps others find the podcast.

    14 min

  5. 11/20/2024

    Student Travel with Alfie Laurence

    This episode we hear from Alfie Laurence, creator and founder of Student Travel Tips, a resource and community that empowers students to embrace the world of travel. Young people are set to be the UK’s most prolific travellers in 2024 and we explore why this generation of British students are so driven to explore and why traditional content has fallen short. Alfie’s own experiences highlighted the gaps that existed, leading to the creation of Student Travel Tips. https://www.studenttraveltips.co.uk/ https://www.instagram.com/studenttraveltipsuk/ Things Alfie talks about Amica App, former app that focused on creating safe space for solo female travellers Earthrise Studio, environmental storytelling media company https://www.earthrise.studio/ Your Juno, Fintech platform, gamifying financial education focusing on women and non-binary people. https://www.yourjuno.co/ Damon Dominique, travel community and newsletter https://damondominique.com/ https://www.youtube.com/c/damondominique

    19 min

  6. 10/29/2024

    Employer branding for Gen Z with Dereck Maruma

    We’re talking Gen Z talent and employer branding with Dereck Maruma, Commercial Manager at Tapin Media, a youth-focused media and marketing agency specialising in bridging the gap between students and employers. We explore what organisations need to be doing to better attract and retain Gen Z talent and what Tapin’s ‘This is Black Gen Z’ report can tell us about diversifying youth talent to ensure success for young employees, through the recruitment process and once they are in role. Connect with Dereck on LinkedIn Find out more about Tapin Media Read the This is Black Gen Z Report Things we talk about Salary transparency: a recent study found around half of jobs on LinkedIn don’t give salary details while Labour’s Plan to Make Work Pay was published ahead of the election and sets outs reforms which includes salary transparency.   Campaigners call for Afro hair to become protected characteristic in the Equality Act – linked to discussion on being yourself in job interviews. Insight from The Access Platform which references university EDI policies as being a factor international students consider as part of their decision-making process. #QuitTok the rise of publicly quitting on TikTok Top 3 Tips for Gen Z Employer Branding Embrace social channels Diversify your content Authenticity and transparency Examples of brands doing it well Gymshark on LinkedIn, Diageo on Instagram, Currys on TikTok and Go Daddy Life example on their website. Other things to check out The Employer Brand Space on LinkedIn, BYP Network and Hung Lee

    20 min

  7. 10/15/2024

    Winning on TikTok with Oli Hills

    We’re speaking with Oli Hills, CEO of Nonsensical, the agency that helps clients  win on TikTok. Having taken over Updates Media Ltd in 2017 after a career in investment management, he evolved it into Nonsensical just as the pandemic hit and TikTok rocketed. In this episode we talk about how to get the right strategic approach for the platform to better engage youth audiences, how to avoid doing it badly and who’s doing it really well. It’s packed full of tips and advice! You can find out about Nonsensical here and connect with Oli on LinkedIn here and Twitter (X) here plus the Nonsensical blog which is worth a read.  Things we talk about Approach to organic strategy and having multiple accounts for different audiences Gymshark men and women accounts on TikTok Duolingo region specific accounts UK and France for example The Works on books and Oli discussses how they could split this out to books and parents Paid ads approach and finding the right kind of content your audience might be engaging with Mukbangs Restaurant reviews and tours Other accounts we mention Urban Tandoor Bristol – the restaurant who have amassed over 10m likes through their parody songs Duolingo and Ryanair may not need TikTok but they are brands who land their tone of voice well Sheer Luxe; digital fashion and lifestyle publication whose team operate as influencers within the content Luxe Collective: luxury fashion buying second hand. Interviews with owners, provides a depth of content as well as the shopping option RSPB: and how their Bird of the Week is a fun, platform relevant way to engage Gen Z with bird info. Attribution and it’s challenges with TikTok Attribution tools like Fospha Post purchase/engagement surveys Three top tips for winning on TikTok Organic: define your biggest audience that has something in common and focus on creating content on just that audience. Creative: really thing about being native, authentic, genuine and looks/feels like TikTok Repeatable, scalable style of content that you can repeat Recommendations TikTok for Business on LinkedIn Disney’s Creativity Inc book

    23 min

  8. 10/01/2024

    Being Brand Ready for Gen Z with Pion

    We’re talking about connecting your brand to Gen Z with Alex Haider and Izzy Hall, Senior Content Executives from Pion, an agency that helps brand specialise in student and Gen Z audiences. Pion is formerly known as Student Beans, Beans ID and Voxburner, before launching as Pion earlier this year. They also run the successful global event, Youth Marketing Strategy (YMS). We talk about some of the insights from Pion’s recent Youth Trend Report, in particular unhelpful assumptions, tone of voice, aesthetics and pop culture and subcultures and whether cancel culture is done. Along with top tips from Alex and Izzy on how to better connect your marketing efforts with Gen Z we talk trends, insights and a ton of examples.  Follow Izzy and Alex on LinkedIn Things we talk about; Brat Summer and aesthetics (a blog from Alex) Monzo experiential campaign in the Trafford Centre, Flatmate Fortunes Surreal on LinkedIn RSPB on TikTok BBC Sport and the Olympics Tala on TikTok Glossier on TikTok Oatly and their OOH Ryanair on TikTok DuoLingo on TikTok and Make It Go Viral newsletter from Zaria Parvez 93% club on LinkedIn Word Tonic on LinkedIn and their website https://www.wordtoniccommunity.com/

    24 min
See All (52)

About

How can we better engage youth audiences through our marketing, communications and campaigns? Back for Season 5, the Hear It Podcast speaks with guests from a whole range of sectors and backgrounds, on how they understand, engage and work with young adults and children and explore what we can learn to inform our marketing and communications approach. The Hear It Podcast brings you insights, ideas, stories and advice on how to talk to a Millennial, Gen Z and Alpha audience. Hosted by Rebecca Roberts, Founder of marketing and communications consultancy Thread & Fable. This podcast is for you if you have a youth audience and you want inspiration and ideas on how to better listen and talk to them.

Information

  • Creator
    Rebecca Roberts, Thread & Fable
  • Years Active
    2020 - 2025
  • Episodes
    52
  • Rating
    Clean
  • Copyright
    © Copyright 2024 All rights reserved.
  • Show Website
    The Hear It Podcast