👀 Why brands like Thrive Market and Bobbie are betting big on podcasts

It’s Friday!

🔎 New findings: Despite big investments in AI, consumers are skeptical, with 52% more concerned than excited. Overhyping AI can hurt sales. Successful ads show AI as a helpful tool, not the main attraction. The key? Position AI as the sidekick that enhances human creativity, not as the star.

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BelliWelli and Olipop are rising stars in the crowded gut health market by zeroing in on specific consumer needs and clever marketing.

BelliWelli’s success: BelliWelli’s Daily Fiber and Probiotics Powder sold out within two weeks at Walmart, fueling an 890% sales spike. CEO Katie Wilson emphasizes "fiber" in the brand's messaging, a term that resonates with health-conscious shoppers. Viral TikTok campaigns have also played a key role in driving awareness.

Olipop’s approach: Olipop focuses on delivering health benefits without requiring behavior changes. Their sodas, which support digestive health, appeal to those who want a guilt-free treat. This strategy has helped Olipop reach $500 million in sales this year.

Key takeaway: Both brands succeed by offering targeted health benefits, using clear messaging, and engaging consumers where they shop and scroll. In a crowded market, specific and relatable marketing is key.

Buying fake followers is about to get a lot riskier. The FTC has just finalized a new rule that targets creators and businesses using fake followers, likes, and views to inflate their social media clout. This move is aimed at protecting consumers from deceptive practices and ensuring that what you see online is actually what you get.

What’s the big deal?

It’s always been a bad look to buy fake followers—marketers see through it, and your audience questions your authenticity. But now, the stakes are higher. The FTC’s new rule gives the agency more power to crack down on anyone misrepresenting their influence for commercial gain. In other words, if you’re buying followers to boost your engagement stats, you could be in for a legal headache.

Who’s at risk?

The bottom line: The FTC isn’t playing around. While the rule doesn’t introduce anything new, it strengthens the agency’s ability to enforce penalties and seek monetary relief. If you’re an influencer or brand using social media to make money, steer clear of fake followers—it’s not worth the risk. However, if you’re just a regular user looking for some online clout, the FTC isn’t likely to come after you.

Brands like Thrive Market and Bobbie are turning to podcasts as a powerful tool to build deeper connections with their audiences. Thrive Market’s "But Are You Thriving?" podcast, hosted by the company’s co-founders, dives into topics like nutrition and sustainability. It’s more than just content—it’s a way to humanize the brand and share its mission in a format that fosters trust and loyalty.

Bobbie, the DTC infant formula brand, has launched "Milk Drunk," a podcast that explores the raw realities of modern parenting. Featuring guests like Tan France and Ashley Graham, Bobbie isn’t just pushing products; they’re creating a community around shared experiences and real conversations. This podcast is part of Bobbie’s broader strategy to engage parents on a deeper level and expand their brand into a lifestyle space.

Why this matters: The move to podcasts highlights a shift toward storytelling and authenticity. Podcasts allow brands to control their narrative and connect with audiences in a more personal, meaningful way. Unlike quick social media campaigns, podcasts offer long-form content that can build a loyal, engaged community over time.

The strategic play: While launching a podcast requires significant investment and effort, it’s proving to be a valuable tool for brands looking to differentiate themselves. Thrive Market and Bobbie demonstrate that with the right approach, podcasts can become a cornerstone of a brand’s content strategy, offering a unique platform to engage customers and strengthen brand loyalty.