The original Hollywood influencer and the world’s largest podcast publisher have teamed up to introduce the fast-growing world of audio to quick, social media-style morsels of sound dubbed “PodPosts.”
In announcing their partnership, iHeartMedia and Paris Hilton said the first-of-its-kind content platform marks an evolution that merges social media into voice, and turns podcasting into a social environment.
“That starts with treating [Hilton’s] own soon-to-launch podcast more like a social media feed – with lots of short-form audio ‘posts,’ along with regularly scheduled interviews, too,” said Conal Byrne, president of the iHeartPodcast Network. “This is going to be a different kind of podcast – the next evolution of both social media and podcasting – and we’re thrilled to be able to partner with her on it.”
In a one-minute audio clip, the hotel heiress introduces her self-titled podcast, “This Is Paris,” as something that’s “just going to be really fun and entertaining” when it debuts on Feb. 22.
“Over my career, I’ve probably been interviewed about a million times, so now it’s my chance to turn the tables and interview some of your favorite celebs, my friends, my family, people I find interesting, newsmakers, influential people and maybe even you!”
Not surprisingly, Hilton said her show will discuss love, relationships, pop culture, gossip, what’s happening in the world, TV shows, fashion, beauty tips, life advice, as well as more generalized topics such as “if your boyfriend or girlfriend is just being beyond and so much more.”
In addition to an unspecified number of PodPosts and her own series, Hilton’s newly launched audio company will produce six more podcasts over the next three years for an undisclosed amount of compensation.
New Social Commerce Format
The iHeart Radio announcement is significant in that it introduces a new, shorter podcast format at a time when social commerce is a high priority for content creators and social media networks. Case in point: Longaberger, a social commerce retailer and American home goods brand launched a branded livestreaming platform where viewers will have access to home décor and lifestyle products while interacting with influencers or celebrities as they shop. The first Longaberger LIVE event will kick off with Rachel Longaberger on Feb. 8 on Longaberger.com and will continue on a monthly basis. Viewers will have access to one-night-only offers as well as a chance to win a $500.00 Longaberger gift card during the event. The series has partnered with Bambuser, the world-renowned interactive live video shopping provider, to use proprietary livestreaming technology throughout the show. Longaberger LIVE will roll out to the company’s Home and Life Stylists Influencers for their use in the coming months.
“By honing in on our digital-first approach, we expect that these livestream shows will improve monthly sales by 25 to 33 percent,” said Robert W. D’Loren, Xcel’s chairman and CEO. “The shows are incorporating proven calls to action, pricing strategies and show production techniques we have utilized in selling over $3 billion in retail sales over TV screens.”
Something For Everyone
However, Longaberger doesn’t have Paris. Celebrity gossip is hardly an underserved niche in the world of media and podcasting, but many COVID-era consumers have proven to have a lot more interest in listening to longer shows and content. While not everyone has the time to log on to a 3+ hour episode of the chart-topping podcast “The Joe Rogan Experience” or join the discussion chat room app Clubhouse and listen to strangers debate and discuss, millions of people do.
By playing to both the TikTok-like short-form consumer, as well as the listener who wants to go deeper or simply can’t get enough, the dual-purposed This Is Paris concept could prove to be the perfect way to bridge the needs of different audiences – and, in turn, give sponsors the thing they want most: a large audience of trendy young consumers who like to buy things.
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