The Media Revolution: 7 Lessons Small Businesses Need to Know to Stay Relevant

As we witnessed in the 2024 election cycle, American media consumption has undergone a seismic shift. Instead of relying on cable news, President-elect Donald Trump and Vice President Kamala Harris made their case directly to the people—on podcasts. With Trump appearing on over 20 podcasts, including Joe Rogan’s, and Harris chatting with Shannon Sharpe and Alex Cooper’s “Call Her Daddy,” they bypassed traditional media and spoke directly to millions.

This shift isn’t just changing politics; it’s redefining how people connect, learn, and Trust. For small business owners, this media revolution holds valuable lessons. By focusing on authentic connections, targeting niche audiences, and staying adaptable, businesses of any size can engage customers in ways traditional marketing rarely achieves. Here’s how to leverage these insights to grow your brand and remain relevant in today’s fast-changing landscape.

1. Show Up Authentically to Build Trust

What’s Happening? Podcasts thrive on unfiltered, honest conversations. People tune in because they value genuine discussion, not staged performances. Trump’s appearance on Joe Rogan’s podcast drew over 70 million views and listens, proving the appeal of authenticity in a media-saturated world.

Lesson for Small Businesses: Today’s customers want to connect with the real you. When you drop the polished corporate tone and let your personality shine, you create a bond that builds trust and loyalty—things no ad can buy.

Example: Imagine a local bakery sharing morning Instagram Stories as the team preps for the day. Flour-dusted bakers, fresh ingredients, and the aroma of the first batch—a raw, relatable glimpse that draws people in.

Stat: Studies show that 86% of consumers prioritize authenticity when choosing brands. When you’re real, your audience sticks around.

2. Engage Your Customers Where They Are

What’s Happening? With 60% of Americans under 35 tuning into podcasts regularly, people are shifting away from traditional media. They want content on demand, accessible anytime, anywhere.

Lesson for Small Businesses: To maximize impact, meet your customers where they are. A scattered approach can dilute your message, but a focused effort on the right platform amplifies it.

For example, a yoga studio targeting clients under 35 might start a podcast on wellness or post quick, mindful practices on Instagram Reels. On the other hand, a law firm targeting retirees might see more success with a weekly newsletter.

Stat: Ninety percent of young adults (18–29) use platforms like Instagram, while only 29% of adults over 65 do. Knowing where your audience is allows you to communicate more effectively.

3. Leverage Storytelling to Build a Personal Brand

What’s Happening? Podcasts and social media influencers have shifted the trust landscape. People follow people—not faceless brands. Listeners gravitate toward personalities and stories that feel authentic and relatable.

Lesson for Small Businesses: Your brand’s story is your strongest asset. Whether it’s how you started, the challenges you’ve overcome, or your passion for your work, personal stories resonate in ways that promotional messages don’t.

Example: Consider a family-owned restaurant that posts stories about its origins, shares family recipes, or even posts a vintage photo of its first location. This storytelling approach humanizes the brand, creating a connection beyond the product.

Stat: According to Sprout Social, 57% of consumers spend more with brands they feel connected to. Authentic stories create lasting loyalty.

4. Create Niche Content That Speaks to Your Audience

What’s Happening? Podcasts thrive by catering to specific interests, from true crime to tech trends. Listeners crave content that feels personal, not one-size-fits-all.

Lesson for Small Businesses: Zero in on a target audience and craft content just for them. Addressing a specific need or interest positions your brand as a trusted resource, setting you apart from competitors.

Example: A financial consultant could create a video series on “Financial Basics for Freelancers,” addressing unique economic challenges that freelancers face. Targeted content resonates more profoundly and encourages engagement.

Stat: Segmented, targeted campaigns can increase revenue by up to 760%, according to Campaign Monitor. The more relevant your content, the more impactful it is.

5. Be Consistent to Stay Top-of-Mind

What’s Happening? One advantage influencers and podcasters have over traditional media is their consistency. Regular posts and episodes keep them in their audiences’ routines. In contrast, traditional outlets can struggle to stay relevant in real-time.

Lesson for Small Businesses: Set a regular rhythm with your content. Whether you post weekly, bi-weekly, or monthly, consistency builds familiarity and keeps your brand top-of-mind for customers.

Example: A personal trainer might create a “Fit Tip Friday” series, sharing short weekly videos on fitness tips. This routine keeps followers engaged and establishes the trainer as a trusted source.

Stat: According to HubSpot, brands that post consistently are 13 times more likely to see positive ROI. Consistency builds reliability and Trust.

6. Embrace Adaptability and Experimentation

What’s Happening? Legacy Media has struggled to adapt to new platforms, which has cost them. Those who embrace digital and social media trends have a clear advantage, reaching audiences where they’re most engaged.

Lesson for Small Businesses: Don’t be afraid to try new things. Test different platforms and formats, then focus on what resonates. Adaptability is the key to staying relevant as trends evolve.

Example: A retail store might experiment with TikTok, Facebook Live, and Instagram Reels to see which brings the most engagement. After testing, they find that TikTok outperforms, so they shift their energy there.

Stat: According to Deloitte, companies that adapt quickly to digital trends grow 2.5 times faster than competitors. Experimenting helps you find what works best for your business.

7. Position Yourself as an Authority in Your Field

What’s Happening? Today’s “trusted sources” are often social influencers, not traditional media. This presents a massive opportunity for small businesses to become industry leaders.

Lesson for Small Businesses: Sharing insights, trends, and tips can establish you as a go-to resource. You don’t have to be an influencer to make an impact—share your expertise.

Example: A local accountant could post tax tips on LinkedIn every Friday. This consistent, valuable content builds Trust and positions them as a knowledgeable resource.

Stat: According to Nielsen, ninety-two percent of people trust individual recommendations over brands. Customers who view you as a knowledgeable source are more likely to seek your services.

The Takeaway: Embrace the Shift, Engage Your Audience

The shift from traditional media to podcasts and social media gives small businesses a remarkable chance to connect with their audience personally and directly. By focusing on authenticity, relevance, and adaptability, you can create a brand that resonates deeply—without needing a corporate-sized budget.

At Slark Consulting Group, we help small businesses craft effective strategies to connect with their audiences and grow sustainably. If you’re ready to explore how these trends can enhance your business strategy, reach out to discuss a customized plan. And don’t forget to subscribe to our blog for regular insights, techniques, and updates on navigating today’s evolving business landscape.