The Hear It Podcast

Rebecca Roberts, Thread & Fable
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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. 5d ago

    Sports Fandoms with Stuart Rowson

    We talk sports, fans and fandoms and how they're all looking to better engage a youth audience with Stuart Rowson, founder of Lucky Socks Media.  Having worked at the BBC across sports, childrens and news, Stu is no stranger to working out how to engage children and young people, not only with great content but to build a community and ultimately a fandom.  We talk about the shifting environment sports clubs, organisations and brands now find themselves in, and why broadening the view to what sectors like entertainment are doing can help develop the right, and appropriate, content for younger audiences, to ensure sport is a firm fixture within their ecosystem. https://luckysocksmedia.co.uk/ https://www.linkedin.com/in/stuart-rowson-855a7952/    Things we talk about include Iona Mayher https://www.tiktok.com/@ilonamaher Sidemen https://www.youtube.com/@Sidemen  NBA https://stories.nba.com/  Sky Halo https://www.theguardian.com/media/2025/nov/16/sky-sports-axes-unbelievably-sexist-tiktok-channel-halo-after-three-days Love Island https://www.tiktok.com/@loveisland  Currys https://www.tiktok.com/@currys  Bluey https://www.bluey.tv/  Engaging Youth newsletter https://engagingyouth.substack.com/

    30 min

  2. May 7

    Under the influence with Molly Cookson

    This episode we're joined by Molly Cookson Senior PR & Social Media Manager at First Choice, TUI. As well as running a breadth of successful influencer campaigns, such as the highly acclaimed 'Better Boys Trip', Molly has built her own audience with friend Beth on TikTok as well as shares industry perspectives on all things influencers and why they should be seen as part of the overall channel mix across marketing, communications and PR.  As well as exploring her approach with the Better Boys Trip, we unpick some of the do's and don'ts when it comes to identifying, briefing and managing good influencer strategies plus the campaigns and accounts she recommends we check out.    Things referenced Influencer Rob Adcock on the campaign he did with First Choice using train fare refunds First Choice's Better Boys Trip campaign featuring George Clarke and friends Garnier's 2025 Dull to Brighton influencer campaign  LinkedIn accounts to check out: Nat Cortezar, CEO and Founder of The Good Egg influencer agency and System1 Group who recently published this report with TikTok, The Long and Short(form) of it You can find Molly on LinkedIn too and at Molly and Beth on TikTok   If you have any questions about the Hear It Podcast, would like to pitch a guest or are interesting in sponsoring next season, get in touch at info@threadandfable.com    If you're interested in working with Rebecca at Thread & Fable contact rebecca@threadandfable.com

    24 min

  3. 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

  4. 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

  5. 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

  6. 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

  7. 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

  8. 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
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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 - 2026
  • Episodes
    54
  • Rating
    Clean
  • Copyright
    © Copyright 2024 All rights reserved.
  • Show Website
    The Hear It Podcast