The Waveform Issue 21 — What Are You Eating?
The Waveform is a newsletter from Red Cup Agency about the next edge in podcasting. In each issue, I’ll stay on top of things for you. When we launch a new show or post an episode that stands out, I’ll drop that into the newsletter.
I’m Lee Schneider, founder and lead producer at Red Cup Agency. Did someone forward this to you, or are you reading it on the web? You can subscribe for free.
Vanessa Rissetto
It’s holiday time, and even though we may not be attending all the holiday parties we usually do, we are eating, snacking, cooking, and snacking some more. ’Tis the season when things can get out of hand.
Vanessa Rissetto is a registered dietitian, the co-founder of Culina Health, and the dietician intern director at New York University. Essence Magazine named Vanessa one of the top nutritionists who will change the way you think about food. When we interviewed her for The Glo Podcast, I really liked her down to earth approach.
The thing I say to people about the holidays is you have to give yourself grace, number one. Nothing is going to happen if you had an extra cookie. Number two, do not not eat food. Don’t starve yourself in anticipation of going to an event. Just eat normally throughout the day, your normal cadence, so that you don’t binge at some party. Also, you could just say no. You don’t have to go to every single thing. So that’s another thing that people forget, just say no. It’s fine.
- Vanessa Rissetto
Listen at Glo.com, Apple Podcasts, Spotify, or in your favorite podcast app.
Going Viral
How do you get a video, Tweet, or audio clip to go viral? Before we look at “how,” let’s question “why.” Rusty Foster, who publishes the excellent newsletter Today in Tabs, has some thoughts.
Going viral is either pointless or actively a disaster. It’s never a useful or desirable event. If I ever have a tweet get more than about 30 retweets, I mute it, because after that point, there’s nothing to gain from looking at the responses. And if anything goes more significantly viral, I usually delete it by hand, because it’s so satisfying to imagine all the RTs and replies and quote dunks being orphaned at once. Try it. Delete a viral post. It feels so good.
Okay, I acknowledge that this sentiment goes against the grain. Most of us, as marketers or producers or artists, want more and more people to experience our stuff. What better way to do that than going viral?
I’m with Rusty. Going viral isn’t really the solution to our publicity challenges. When a post or clip goes viral, it attracts both negative and positive views. All that attention can muddy your original intent, since people love to piggyback on viral posts, riding the wave, attaching their own (sometimes extreme) views, and having some fun at your expense. Then it all dies down. You might be enshrined as a meme. Sometimes that’s good (Bernie Sanders in a parka). Sometimes bad (the dad who refused to show his child how to open a can of beans). The “secret” to going viral is usually about saying or doing something extreme. I’d rather our work develop over time and find a loyal audience.
Have an outstanding 2022,
Lee
Red Cup Agency. Podcast Production and Marketing.
Working with teams large and small, I take podcasts from the glimmer of an idea into production and distribution. We make trailers, ad spots and promos for your podcast, and we find new audiences for you work with cross promotion.
