Beyond the noise

Written By Hasmukh Kerai

Connections come from content with purpose, not noise.

Today’s email dives into two powerful strategies that might have flown under the radar amid election coverage.

  • How Calm's 30-second silent ad made waves amid the noise

  • How long-form podcasts influenced the 2024 USA elections in never before seen ways.

Both tackle audience engagement and trust in an era where people crave authenticity.

Whether you're running for president or just a curious reader, these examples show the growing importance of genuine, meaningful content over short-lived attention grabs.

Many fall into the trap of dopamine-driven, overly curated content that lacks depth. As the numbers show, people are increasingly drawn to unfiltered, real content.

Traditional media often struggles to match the trust-building power of podcasts, where lengthy, unscripted conversations allow the guest’s true personality to emerge—something that’s tough to achieve in a media-trained, hour-long TV interview.

A moment of Calm

​Calm’s YouTube​ strategy is a masterclass in value-driven content.

Instead of urging viewers to download their app, they offer free tools—guided meditations, breathing exercises, and sleep aids—content that viewers actively seek. Calm’s videos are also ad-free, prioritising a peaceful experience over monetisation.

Then, during the high-stakes election coverage, Calm aired a 30-second silent ad.

No flashy visuals or calls to action—just silence. This brief pause amidst the noise amplified Calm's brand message: sometimes, the most impactful content is simply a moment to breathe.

I love this because over the years I've experienced too many brands and organisations believing that they need to sell in every interaction and I partly blame them for my grey hairs.

Seeing Calm prove this point on such a big stage was, well… calming. It’s a reminder that not every interaction needs to be a sale—sometimes, offering value alone builds the trust that does the selling for you.

Further reading: ​How Calm gets automatic signups via YouTube​

Long form podcasts in the 2024 elections

Podcasts have reached a new level of validation—they’re shaping public opinion on a grand scale.

Trump’s team recognised this and utilised the platform’s reach effectively.

His appearances on major podcasts, not all of which align with his values amassed unprecendented viewership numbers:

In total, across these platforms, Trump's podcast appearances reached around a total of 250 million views (not including Spotify, Apple podcasts, and social media clips)

The Harris vs Trump TV debate attracted 51.2 million viewers, while Harris's biggest mainstream media interview with Bret Baier reached only 7.8 million views.

These long, unfiltered conversations allowed Trump to reach audiences as they were in the car, supermarkets or on the way to work, and connect in a way traditional media struggles to replicate. For many, hearing someone speak openly for hours offers an insight that fosters trust and can influence a voting decision.

Source: Financial Times/IG: Metav3rse

Here's the thing.

Even if you’re not running for president, this example shows that people are drawn to authenticity and depth. Sharing your story in an unfiltered way fosters connection beyond the initial interaction. Just like a cold call doesn’t compare to an informal lunch, an unpolished story shared honestly can build stronger bonds.

​More on the topic in this Instagram post by @metav3rse​

Final thoughts

I want to leave you with these three overriding ideas.

  1. Value-first content: Focus on serving your audience’s needs. Offer advice or insights without a hard sell, just as Calm does. It draws people in naturally.

  2. Experiment with formats: Try unique content formats, even on a small budget. New or unconventional approaches stand out, especially on emerging platforms.

  3. Long-form content for deeper connection: Long-form content (think podcasts, webinars, or extended articles) lets you share your story in full, building trust and connection. Authentic storytelling is becoming rarer, but it’s more powerful than ever.

Conclusion:

If you got this far, you're part of 74% of subscribers, so thank you.

I had fun geeking out on this week's email. Could you tell?

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See you in two weeks.

​Peace​,

Has

Hasmukh Kerai
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