Born roughly between 1993 and 1998, Zillennials grew up dialing up the internet — but entered adulthood on Instagram. They’ve seen both worlds: the patience of waiting for a page to load and the instant gratification of swiping through content.
They’re fluent in both offline and online cultures, skeptical of trends but curious about technology. They still value brand authenticity like Millennials, yet they expect the speed, inclusivity, and transparency that Gen Z demands.
For marketers and media creators, this micro-generation is a goldmine — but an elusive one. They don’t respond to nostalgia alone or to flashy virality alone; they want coherence, personality, and respect for their intelligence.
If you’re building campaigns or media products in 2025 and beyond — stop treating audiences by decade.
Start designing for transitions.
Because Zillennials live right there — between Wi-Fi and cassette tapes, between “don’t disturb” and “always on.”
Here’s a conversation I had with a marketing director last week:
Her: “I don’t understand why our TikTok campaigns aren’t working with Gen Z.” Me: “Do you use TikTok?” Her: “No, I have my team handle that.” Me: “What phone do you use?” Her: “iPhone 15, obviously.” Me: “What else?” Her: “…what else what?”
And there’s the problem.
The Empathy Gap in Marketing
If you’re in marketing, social media, or any field where understanding people is your job, here’s an uncomfortable truth: you can’t understand users you have nothing in common with.
I’m not talking about demographics or psychographics from your research reports. I’m talking about the visceral, hands-on understanding that comes from actually using the things your audience cares about.
My Recent “Research” Purchases
Fujifilm X100VI: Everyone in the creative space is obsessing over this camera. Film simulation modes, that distinctive look, the Instagram aesthetic it creates. Six months ago, I thought it was just hipster nonsense. After using it for three months? I completely get why creatives are willing to pay premium prices for tools that make their work feel more authentic.
Nintendo Switch 2: Gaming isn’t just for kids anymore (spoiler alert: it never was). Understanding gaming culture means understanding a massive chunk of your potential audience—their communication patterns, their values, their spending habits, their community dynamics.
But here’s the thing: I didn’t buy these to be trendy. I bought them to be better at my job.
The iPhone Trap
Don’t get me wrong—iPhones are great. But if your entire tech experience revolves around Apple’s ecosystem, you’re missing huge chunks of how people actually interact with technology.
Android users think differently. They customize, they hack, they make their devices work for them rather than adapting to the device. Understanding this mindset changes how you approach user experience design.
Gaming communities operate differently. They value skill, dedication, and authentic participation over polished marketing messages. Try selling to gamers with traditional advertising and watch your budget disappear.
Creative tool enthusiasts prioritize differently. They’ll spend $1,500 on a camera that technically performs worse than their phone because it makes them feel more creative. That’s not rational—it’s emotional. And emotions drive purchases.
The Colleague Connection Factor
Here’s what nobody talks about: your best collaborators are often early adopters.
The designer who understands why everyone’s obsessing over that new camera? They speak your creative team’s language. The developer who gets gaming culture? They can spot opportunities in emerging platforms before your competitors do.
When I mention my X100VI in creative meetings, suddenly I’m not just “the marketing guy”—I’m someone who understands their world. When I reference gaming trends, developers and younger team members engage differently.
This isn’t about pretending to be cool. It’s about building bridges.
The Research Disguised as Fun
Every “toy” I buy teaches me something about user behavior:
The X100VI taught me: People pay premium prices for products that make them feel more creative, even when cheaper alternatives exist. The community around a product often matters more than the product itself.
The Switch taught me: Gaming isn’t escapism anymore—it’s social connection. The most successful games create habitual, community-driven experiences. Social features aren’t add-ons; they’re core to the experience.
My old film camera taught me: Sometimes people want friction in their experience. Not everything needs to be optimized for efficiency. Sometimes the process is the point.
The Professional Payoff
This “research” has directly improved my work:
Better campaign concepts because I understand emerging aesthetics
Stronger collaboration with creative teams who see me as someone who “gets it”
Earlier trend identification (I spotted the film photography revival 18 months before my agency peers)
More authentic social content because I understand platform cultures from the inside
But What About Budget/Time/Priorities?
I hear you. Not everyone can afford to buy every trending gadget. But here’s what you can do:
Borrow or try before you buy. Ask colleagues, friends, or even rent equipment for a weekend.
Focus strategically. What trends are most relevant to your audience? If you’re targeting creatives, understand creative tools. If you’re targeting gamers, understand gaming culture.
Think ROI. That $1,500 camera isn’t just a purchase—it’s market research, team building, and professional development rolled into one.
Start small. Download apps your audience uses. Try platforms you normally ignore. Subscribe to newsletters in adjacent industries.
The Authenticity Test
Here’s my litmus test: Can you have a genuine conversation about the tools and trends your audience cares about?
Not a surface-level “I’ve heard of that” conversation. A real discussion about why something matters, what problems it solves, and how it fits into people’s lives.
If you can’t pass that test, you’re probably missing opportunities.
The 2025 Reality
The gap between marketers and their audiences is growing. Technology is fragmenting faster than ever. Generational differences in platform usage are accelerating.
The marketers who thrive will be the ones who stay genuinely curious about how people actually live, work, and play—not just how they respond to surveys.
Your Action Plan
Audit your tech stack. What are you NOT using that your audience loves?
Pick one trend to dive deep on. Don’t go broad—go specific.
Budget for “research.” Make experimentation a line item, not an afterthought.
Document your learnings. Turn your experiences into insights your team can use.
What trendy tech have you reluctantly adopted that ended up changing how you work? What’s on your “I should probably understand this” list for 2025? Let’s discuss—and yes, I promise to resist making jokes about your AirPods Max. 😉
Let me guess: you’re scrolling through LinkedIn, watching another “personal branding expert” tell you that all you need is a strong social media presence. Meanwhile, your cousin’s cousin just launched their 47th newsletter on Substack, and your feed is flooded with “build your audience on platform X” advice.
So why am I here, in 2025, telling you that you still need a personal website?
Because I’m either completely wrong, or everyone else is missing the point. Let me make my case.
The Platform Roulette Problem
Remember when everyone said “build your audience on Facebook”? Then it was Instagram. Then TikTok. Now it’s whatever platform launched last week that promises to “revolutionize professional networking.”
Here’s what nobody talks about: platforms come and go, but your domain stays forever.
I’ve watched brilliant professionals lose thousands of followers overnight because Algorithm God decided their content wasn’t “engaging enough.” I’ve seen entire businesses crumble when their primary platform changed its monetization rules. And don’t get me started on what happened when certain platforms got banned in entire countries.
Your personal website? It’s the one piece of digital real estate that you actually own.
Social Media is Rented Land
Think of social media platforms as renting an apartment in someone else’s building. Sure, you can decorate it, invite people over, and make it feel like home. But at the end of the day, the landlord can change the rules, raise the rent, or even kick you out.
Your website is buying a house. It’s yours. You control the mortgage, the renovations, and who gets to visit.
The Professional Credibility Factor
Here’s a fun experiment: Google any professional you respect. Notice something? The first result is probably their personal website, not their Instagram account.
When someone wants to hire you, work with you, or take you seriously, they don’t scroll through your TikToks (well, maybe they do, but they won’t admit it). They look for your website. It’s digital credibility in its purest form.
A personal website says: “I’m serious enough about my career to invest in my own corner of the internet.” A bio link in your Instagram says: “I’m here for the gram and maybe some business, idk.”
The SEO Advantage Nobody Talks About
While you’re fighting for visibility in crowded social feeds, your website is quietly working 24/7 to get found on Google.
Someone searches “marketing strategist Belarus”? Your optimized website appears. Someone looks up “podcast production expert”? There you are. Try getting that consistent visibility from your Twitter account.
Plus, search engines love websites that demonstrate expertise, authority, and trustworthiness. Your collection of thoughtful blog posts beats random social media updates every time.
Control Your Narrative (Finally)
On social platforms, you’re performing for the algorithm. You write what gets engagement, not necessarily what showcases your best work. You’re constrained by character limits, trending hashtags, and whatever format is popular this week.
On your website, you tell your story your way. Long-form articles, detailed case studies, your actual portfolio—not just the highlights that fit into a square image.
The Networking Multiplier Effect
Here’s where it gets interesting: a personal website doesn’t replace social media—it amplifies it.
Your LinkedIn post gets attention? Great, drive them to your website for the full story. Your Substack newsletter is growing? Perfect, your website is where subscribers can explore your complete body of work. Your TikTok went viral? Awesome, now you have a professional place to send all those new followers.
Your website becomes the hub that connects all your other efforts.
But What About [Insert Latest Platform Here]?
“But Denis,” you might say, “what about BeReal for professionals? What about the new LinkedIn competitor? What about virtual reality networking?”
My answer: use them all! But let your website be your home base.
Trends will change. Platforms will rise and fall. But professionals who consistently invest in their own digital presence—on their own terms, on their own domain—will always have an advantage.
The 2025 Reality Check
In 2025, having a personal website isn’t revolutionary. It’s foundational.
It’s not about being anti-social media or dismissing new platforms. It’s about being smart enough to build your career on something you actually control.
Your future self will thank you when the next platform pivot happens and you’re not scrambling to rebuild your entire online presence from scratch.
So, What Now?
Stop overthinking it. Register your domain (yes, your actual name if it’s available). Create a simple site with your story, your work, and a way to contact you. You don’t need a $10,000 custom design—you need a professional home on the internet.
Then go back to posting on TikTok, writing on Substack, and networking on LinkedIn. But now you’ll be driving traffic to something you actually own.
Because in a world of rented digital spaces, ownership is the ultimate flex.
What do you think? Am I fighting yesterday’s battle, or is there something to this “own your corner of the internet” philosophy? Share this post and let’s debate it—I promise I won’t judge you for sharing it on someone else’s platform. 😉
Ready to build your own digital home base? Check out my free marketing tools or get in touch if you need help crafting your online presence.
At its Now Playing event in Los Angeles, Spotify announced a range of exciting new features for content creators. The centerpiece of the announcement was the rebranding of its podcast and video hosting platform, now called Spotify for Creators.
One of the biggest updates is the launch of the Spotify Partner Program, now available to eligible creators in the US, UK, Canada, and Australia. This program allows creators to monetize their podcasts through audio ads, both on and off Spotify.
Starting next year, creators will also be able to earn revenue from their video podcasts. Premium users will have an ad-free experience when watching video podcasts, opening up a new revenue stream for creators.
To qualify for the program, creators must meet the following requirements:
Host their podcasts on Spotify for Creators (or, in some cases, Megaphone).
Publish at least 12 episodes.
Have at least 2,000 unique Spotify listeners and 10,000 listening hours per month.
For comparison, YouTube’s monetization requirements are 1,000 subscribers and 4,000 watch hours over a year.
Additionally, Spotify has introduced the ability for creators to upload video clips and video covers for each podcast episode, further enhancing the visual and interactive experience for their audiences.
Spotify is clearly pushing the boundaries to empower creators and expand its ecosystem, offering innovative ways for podcasters and video creators to grow and profit.
YouTube is expanding its platform by allowing creators to upload Shorts up to three minutes in length. This exciting update gives you more time to tell your stories, showcase your creativity, and captivate your audience like never before.
Eligibility for Three-Minute Shorts
Videos Uploaded After October 15, 2024: Any square or vertical videos up to three minutes long uploaded after this date will be categorized as Shorts. These videos are eligible for monetization through the Shorts revenue-sharing model from the Shorts Feed. Learn more about Shorts monetization.
Videos Uploaded Before October 15, 2024: Videos uploaded before this date will remain as long-form content on YouTube. They will continue to be monetized under the long-form revenue-sharing model on the Watch Page. Learn about YouTube monetization policies.
How to Upload Three-Minute Shorts
Note: Currently, you cannot create three-minute Shorts via the Shorts Camera in the YouTube mobile app.
For any Short over one minute in duration with an active Content ID claim (including manual claims):
The video will be blocked globally on YouTube.
It will not be playable or recommended on the platform.
It will not be eligible for monetization.
No penalties will be applied to your channel.
You may remove the claimed content from your videos. If you believe the claim was made in error, you can file a dispute. Once the claim is resolved, your Short will be viewable and eligible for monetization.
Deepen Engagement: Use the extended time to provide more value, whether through detailed tutorials, storytelling, or in-depth discussions.
Showcase Creativity: Experiment with new formats and ideas that weren’t possible in shorter clips.
Optimize for SEO: Incorporate relevant keywords in your titles, descriptions, and tags to improve discoverability.
Conclusion
The ability to create three-minute YouTube Shorts is a game-changer for content creators. It’s time to embrace this opportunity to connect with your audience on a deeper level and elevate your content to new heights.
Podcasting has exploded in popularity, with more people listening to podcasts than ever before. If you’re looking to publish a podcast in 2024, it’s important to know the steps involved and how to stand out in this crowded space. In this guide, we’ll walk you through how to publish your podcast, from creation to distribution, with best practices for success.
Step 1: Planning Your Podcast
Before you even hit record, you need a solid plan. Proper planning helps ensure that your podcast appeals to your target audience and sets the tone for long-term success.
1.1 Choose a Niche
Select a niche or topic that you’re passionate about and that resonates with your audience. Successful podcasts usually focus on a specific theme, such as tech, health, entrepreneurship, or storytelling.
1.2 Define Your Target Audience
Who is your podcast for? Identifying your ideal listener will help guide your content creation and marketing efforts. Understanding your audience’s interests and challenges allows you to tailor your episodes and keep them engaged.
1.3 Decide on the Podcast Format
Will your podcast be an interview-style show, a solo commentary, or a narrative-driven production? Some popular podcast formats include:
Solo show: One person discussing a specific topic.
Interviews: Conversations with guests.
Panel discussions: Multiple speakers discussing a topic.
Storytelling: Serialized stories or educational content.
1.4 Create a Publishing Schedule
Consistency is key to growing a podcast audience. Decide how often you’ll release episodes (e.g., weekly, biweekly). Commit to a schedule that you can realistically maintain.
Step 2: Recording Your Podcast
Good audio quality is essential for a successful podcast, and in 2024, listeners expect high production value. Here’s how to ensure your recordings sound professional.
2.1 Choose Your Equipment
Invest in good podcasting equipment. You don’t need to spend a fortune, but certain items are worth the investment:
Microphone: A USB microphone like the Audio-Technica ATR2100x or the Shure MV7 is a great option for beginners.
Headphones: Use closed-back headphones to monitor your recordings.
Audio Interface (optional): If you’re using an XLR microphone, an audio interface like the Focusrite Scarlett 2i2 will help you get better sound.
2.2 Record in a Quiet Space
Record in a quiet, echo-free environment. If possible, soundproof your recording space by using soft materials or foam panels to reduce background noise and reverb.
2.3 Use Podcast Recording Software
You’ll need recording software that lets you edit and enhance your audio. Popular choices include:
Audacity (free) for beginners.
Adobe Audition (paid) for advanced editing.
GarageBand (free for Mac users).
Ensure that your recording software supports multi-track recording, especially if you’re doing interviews or adding music.
Step 3: Editing and Enhancing Your Podcast
Editing is where you polish your audio and remove any mistakes or background noise.
3.1 Edit Out Unwanted Sections
Remove unnecessary pauses, filler words, or tangents that don’t add value. Clean, concise episodes are more engaging.
3.2 Add Music and Sound Effects
Intro and outro music set the tone for your podcast and help create a signature sound. You can find royalty-free music on platforms like Epidemic Sound or Free Music Archive. Adding sound effects sparingly can also enhance storytelling.
3.3 Normalize Your Audio Levels
Ensure that your audio levels are consistent across the episode. Most podcast listeners tune in while doing other activities, so it’s crucial to avoid sharp volume changes. Many editing software options have a built-in normalization feature to balance the sound.
Step 4: Hosting Your Podcast
Once your podcast is ready, you need a reliable platform to host your episodes.
4.1 Choose a Podcast Hosting Service
A podcast hosting platform stores your audio files and distributes them to podcast directories like Apple Podcasts and Spotify. Here are some popular hosting services:
Buzzsprout: User-friendly with affordable plans.
Anchor by Spotify: Free hosting with simple distribution options.
Podbean: Offers monetization options.
Libsyn: A trusted platform with powerful analytics.
4.2 Upload Your Podcast Episodes
Upload your audio files, create a compelling title, and write show notes for each episode. Include keywords in your episode title and description to improve discoverability.
Example: Instead of “Episode 1: Marketing Tips,” try “Episode 1: Top 10 Marketing Strategies to Grow Your Business in 2024.”
Step 5: Distributing Your Podcast
Once your podcast is hosted, it’s time to get it out to the world.
5.1 Submit Your Podcast to Major Directories
Submit your RSS feed (provided by your hosting platform) to the following platforms:
Apple Podcasts: The most popular platform for podcast discovery.
Spotify: One of the largest podcast platforms worldwide.
Google Podcasts: Helps boost your search visibility.
Stitcher, TuneIn, and Pocket Casts: Other directories to expand your reach.
5.2 Create a Podcast Website
Having a dedicated website for your podcast helps you build your brand and improve SEO. You can use platforms like WordPress or Squarespace to create a site where listeners can find all your episodes, show notes, and links.
Step 6: Promoting Your Podcast
Promotion is key to growing your podcast audience, and in 2024, there are more ways than ever to market your show.
6.1 Social Media Promotion
Leverage social media platforms like Instagram, Twitter, Facebook, and LinkedIn to share clips and highlights from your episodes. Use engaging visuals and quotes to capture attention.
Tip: Use tools like Headliner to create video snippets with captions from your podcast episodes to share on social media.
6.2 Paid Ads
Use Google Ads or Meta Ads (Facebook and Instagram) to promote your podcast to a targeted audience. You can run ads to people interested in your podcast’s topic or those who have listened to similar shows.
Budget Tips: Start with $10–$15 per day and adjust based on results. Focus on engaging your audience with concise, eye-catching ad copy.
6.3 Collaborate with Other Podcasters
Reach out to other podcasters in your niche to collaborate, whether through guest appearances or cross-promotions. This introduces your show to new audiences and boosts credibility.
6.4 Use Podcast Directories and SEO
Optimize your podcast for search engines by using relevant keywords in your titles, descriptions, and show notes. Submit your podcast to niche podcast directories in your field.
6.5 Leverage Email Marketing
If you have an email list, notify subscribers every time a new episode goes live. Include a link to listen, a brief summary, and why they should tune in.
Step 7: Monetizing Your Podcast
Once you’ve built an audience, you can start monetizing your podcast.
7.1 Sponsorships
Sponsorship deals allow you to promote a product or service during your episodes. To attract sponsors, build a media kit showcasing your listener demographics, download statistics, and audience engagement.
7.2 Listener Donations
Set up a Patreon or Buy Me a Coffee page to accept donations from loyal listeners.
7.3 Affiliate Marketing
Promote products relevant to your audience and earn commissions on sales through affiliate marketing.
Conclusion
Publishing a podcast in 2024 requires careful planning, consistent quality, and a strong promotional strategy. By following this step-by-step guide, you can not only create and launch your podcast but also grow a loyal audience. Keep in mind that podcasting is a long-term game, so stay committed, experiment with new ideas, and watch your podcast thrive!
