Posta is a podcast network producing original content to lead the charge for the on demand audio battle in Latin America
01Offices in Buenos Aires, Argentina
Following the series playbook to foster growth in a new market
Quality and personality
Each episode is a high quality product in contrast to the amateur style flooding the market, with each show having it’s own branding and personality
Niche themes allows Posta to foster quality audiences with clear demographics and a strong engagement
02Attract users with the series logic to create habits
They emulated the episodes and seasons logic, providing regularity to content and a clear launch date to switch from the radio tradition
Besides a growing production of shows mixing pop culture, lifestyle and humor, Posta creates content for big brands
Content are free to access, as they continue to push the podcast growth in the latin culture. Services to brands include production, story design and localization of content.
As a new synonym for podcast production in the Latam region, Posta has a strong brand and experience to back it up. An ethics based on creating unique content is key to maintain curious audiences engage and surprise.
B The Biz
● The problem
With an undeveloped market in Latin America and rising demand, there were few professional players on the podcast scene
● The biz model
05A media platform/agency model
Their original productions lead to creating a closed platform model, with monetization coming through brand productions.
This resulted in a suitable approach for a growing market, as ads require bigger audiences, crowdfunding works best for one product at a time and subscription models put friction on people to consume.
08Tools to create and manage
Posta uses Slack for team communication, Google Drive for docs and spreadsheets and Hinderburg for editing, as is focused on podcast production. To listen to new content, they choose Pocket Casts.
“We’re all nerds of something”
07The first target audience was millenials, with podcasts on pop topics like series and movies
● Binge Listening
Netflix logic in podcast
Working on market development, they studied on demand content consumption to attract new users and have a Netflix like experience, giving each show it’s own branding and personality
● The customers
Podcasts for the big ones
They worked with companies like Samsung, La Nacion, Spotify, VICE, Chevrolet, Microsoft, Oracle, HBO, Motorola and National Geographic.
M The Market
● The Latin Market
A big opportunity
Latin America is becoming the fastest growing podcast market in the world — Argentina’s has a strong creative market, being well known for it’s advertising and film industry. That capacity could foster new incumbents filling the niches left by Spotify and Apple.
ATop podcast markets growth in 2019
11Bigger brands are jumping in
As audience grows and engagement is high with quality segments, more companies are creating their own podcasts or placing branded content in popular shows. ROI for brand awareness is high in this hyper-targeted spaces.
Big names can also skip the representation break down between traditional media and young people through this more genuine approach.
P The People
With the goal of growing the market and make professional productions, Posta started by creating original content to develop a community in Argentina
Host, Producer, Entrepreneur
Journalist and broadcaster, he hosts a show in one of Argentina’s main stations, Metro 951. He specializes in pop culture and the interaction between humans and technology. It’s the author of “Futuro Pop”, a book about possible futures within our reach
Coder, marketer, teacher
Diego has a background in coding, business development and is in charge of the Advance Digital Marketing course in a leading school.