ICYMI: Podcasters were the real MVPs of SXSW
7 key takeaways from the Brand + Marketing track
[Vivian Tu and and Governor Gavin Newsom speak at Networth and Chill podcast at the Vox Media Podcast Stage at SXSW]
Today’s newsletter is a long one — if this email cuts off, you can read the entire thing on the Substack platform here.
⏰ 1-SECOND SUMMARY
Meta plans to pay Instagram, TikTok and YouTube creators to post on Facebook
YouTube’s Reimagine tool lets you turn a single frame of Shorts into video clips
TikTok partnered with Tubi to support creators developing original shows for the streamer
Pinterest published its Spring Trend Report 2026
SXSW: 7 key themes to have on your radar
SXSW Bonus: 2 innovative brand ideas from Patreon and Whataburger to borrow (or steal)
💻 ROADMAP
📲 Meta Updates
Adam Mosseri confirmed you can now pause Reels by tapping on them.
The Edits app announced five new cinematic effects.
Meta's new Creator Fast Track program will pay Instagram, TikTok and YouTube creators to post on Facebook.
Facebook updated its content guidelines to clarify what it means to be “original” on the platform. Among the guidelines: reaction videos that don’t add anything meaningful are considered unoriginal and will likely be deprioritized in Feed and Reels.
Facebook and Instagram will offer 24/7 AI-powered support for account issues.
Related Meta News
Meta confirms it’s discontinuing end-to-end encrypted chats on Instagram
Meta backtracked on the decision to end Horizon Worlds VR after fans spoke out
📲 YouTube Updates
YouTube and FIFA announced their partnership allowing fans, media partners and creators to experience FIFA World Cup™ from every angle. With a global cohort of creators given unparalleled access, expect them to deliver unique POVs, tactical breakdowns and behind the scenes action.
YouTube announced Reimagine, a new AI-driven tool that gives you the ability to transform a single frame from an existing YouTube Short into an entirely new 8-second clip.
Related YouTube News
📲 TikTok Updates
TikTok and Tubi announced a new Creatorverse Incubator partnership to support creators developing original shows for the streamer.
📲 Pinterest Updates
Pinterest published its Spring Trend Report 2026 with an emphasis on personalized spaces, spring soups and micro-escapes.
📲 LinkedIn Updates
LinkedIn announced new ad solutions for B2B marketers, including sponsorship of Top Voices 360 videos. This builds upon the launch of last year’s Shows by LinkedIn.
🔑 ONE BIG THING
[Keith Lee and Ronni Lee at the Vox Media Podcast Stage at SXSW]
🌮 🌵 Everything You Need to Know From SXSW
1 vintage trench coat, 3 panels; 4 partners, 7 times I ate tacos; 9 parties, and more conversations than I can count — I spent SXSW embedded with creators, marketers, and executives, and I’m bringing you the most important themes in today’s newsletter.
Everything here is something I heard across multiple venues from multiple people, giving you a sense of what the marketing world is actually talking about and how you can borrow (or steal) these strategies for yourself. And because I can’t help myself, I’ve thrown in two unique ideas at the end that you should consider implementing.
Let’s get into it!
1. Audio was THE main character
The first official event I attended in Austin was JBL’s Livebrary, celebrating the launch of their new Live headphones. The space doubled as a live music hub, with performances from Steve Aoki, LP Giobbi, and rising artists from JBL’s Music Academy.
Then, on my way home, the last person I ran into in my hotel lobby was podcast entrepreneur Casey Adams — in town for Podcast Movement Evolutions festival, which ran alongside SXSW.
Two very different moments, but together they captured something bigger: just how much SXSW this year revolved around music and podcasts.
Seen ‘n’ Heard:
Audible hosted SXSW’s first-ever musical, bringing a bit of Broadway to Austin with Mexodus: A Musical Journey Across Borders. Viral Nation’s SVP of Marketing Alice de Vries told me it was the best show she saw all week.
Spotify’s Saturday night show, Live at Stubb’s, with Alanis Morissette and others, was one of the hottest tickets of the week.
Twitch’s Head of Community, Mary Kish, spoke on a panel — Play It Live: How Livestreaming is Rewriting the Rules of Music — with artists Tierra Whack and DJ Dave. “Tiara is one of the musicians that we work with. She’s been walking around [Austin] with a streaming crew the entire time she’s been here.”
TikTok and iHeartMedia used the occasion to launch a dedicated TikTok Radio Station focused on creators, trends, music and cultural moments.
YouTube presented multiple podcast sessions, including a keynote at Podcast Movement Evolutions, and a SXSW panel titled, From Shorts to Shows: Why Creators Are Flocking to Podcasts.
Apple Podcasts was also at Podcast Movement Evolutions, reportedly its first ever official keynote at a podcast conference in North America.
Food critic and influencer Keith Lee used SXSW to announce a new weekly podcast from Vox Media that will launch in the spring.
Vivian Tu interviewed Governor Gavin Newsom during a live-taping of her podcast, Networth & Chill, from the Vox Media Podcast Stage.
There’s even more but you get the idea.
And I wasn’t the only one feeling it. elf Beauty CMO Patrick O’Keefe told me he was inspired by a session Billboard hosted that introduced CMOs to emerging artists, including Momo Boyd. ”It made me go, ‘I want to work with you!’ I walked out of there with 10 ideas,” Patrick told me.
Takeaway
This isn’t just about jumping on trending audio. It’s about thinking more intentionally about how music, sound, and emerging artists show up across your content — and recognizing that podcasts and video podcasts are becoming core media channels.
Interestingly, the platforms themselves felt less central. They were present, but subtly — and creators seemed more likely to refer to their podcasts than to their platform indentity (eg. YouTubers or TikTokers).
“Audio had a real presence at SXSW because it sits at the center of how people connect with culture right now. Music is still a huge part of that, with podcasting and voice-led formats expanding what audio means and who gets to shape it”
- Chris Epple, JBL Vice President Marketing, Americas
2. AI’s role in search and creator marketing
Creators aren’t just making content for feeds anymore — they’ve become trusted beacons for LLM search engines.
“Instead of a YouTube strategy for conversion… we’re seeing brands ask for a dedicated video focused on, let’s say, Gusto, versus Rippling for AI search,” Creator Match founder AJ Eckstein told me. “Creator marketing for search is going to be huge this year.”
Seen ‘n’ Heard
There were more than 20 official panels dedicated to AI, everything from When AI Shops for You to Building Influence on AI-Saturated Algorithms.
Yahoo CEO Jim Lanzone joined Feed Me’s Emily Sundberg to discuss the launch of Yahoo Scout, an AI answer engine. Yahoo also had street crews and sidewalk decals promoting Scout.
Meanwhile, Yahoo CMO Josh Line joined me for a panel about creator-brand partnerships and building trust in the age of AI.
Jack Conte, Patreon’s CEO, was in town to deliver a keynote advocating for creator compensation when their work is used to train AI models.
AirOps, an AI-powered platform creating branded content for SEO and AI search, roamed the streets hosting-man-on-the-street interviews.
Takeaway
Search is no longer just Google — it’s Claude, TikTok, YouTube, or whatever AI interface your audience is using that day.
That changes the role of creators.
They’re not just storytellers — they’re trusted sources who help brands rank higher in an AI-driven discovery ecosystem.
“I was surprised by how many *real* people are actually watching and engaging with AI content. 80% of the room raised their hands when I asked if anyone had seen the talking AI Objects videos trend on Instagram during my session and about 70% kept their hands up when I asked if they found those videos entertaining and informational”
- Fana Yohannes, SXSW Speaker: Building Influence on AI-Saturated Algorithms
3. Sports as a force for good
SXSW may not be known for its athletic programming — it’s less about workouts, and more about whiskey tastings. But there were yoga sessions and a JBL music‑powered run club with 1,500 UT Austin students.
The sports conversation also came up across the Brand and Marketing track, where it was framed as one of the few remaining spaces where mass audiences still come together in real time — and where brands can tap into something bigger than themselves..
Seen ‘n’ Heard
Bank of America’s Brad Ross shared the story of the 1995 Rugby World Cup in South Africa and its role in uniting the country post-apartheid — and again in 2010 with the FIFA World Cup. I can barely do it justice here but it was powerful stuff.
Whoop CMO John Sullivan talked about how the brand uses its creator ecosystem to amplify moments like the Boston Marathon, turning a local activation into global content.
Deloitte Digital’s Kenny Gold emphasized that sports aren’t just about the game — they’re about the subcultures around them, from women’s basketball to niche fan communities.
Takeaway
For brands, the opportunity isn’t just sponsorship. It’s participation.
The smartest activations don’t just show up at big moments — they plug into the communities, stories, and subcultures that make those moments meaningful in the first place.
“Sport can be a force for good when applied the right way. There’s such a unifying opportunity to bring people together and where brands can be part of it in a real, authentic way”
- Brad Ross, Bank of America Managing Director, Global Marketing Partnerships
4. The Growth of Experiential
Sports and experiential are increasingly part of the same conversation, whether it’s about the Olympics, the Boston marathon, or NBA All-Star Weekend.
Of course, it’s not just sports. It’s about any event that creates a memorable experience for fans on the ground, while also being valuable for your online audiences.
According to Team One’s Nichole Kirsch, experiential is also emerging as a natural counterbalance to AI — a reminder that human presence still matters.
And when it comes to making that content travel further, creators are your ideal +1 at the party.
Seen ‘n’ Heard
There were more brand activations on the ground in Austin than you could count — JBL’s Livebrary, Vox Media’s Podcast Stage at SXSW, Manychat’s Creator Hub, Paramount+ The Lodge fan experience, Traackr’s Boots and Brunch event, Teachable’s Sunset Sail on the Colorado River and many more.
Crocs’ Carly Gomez shared how an All-Star Weekend activation with Deandre Ayton led to this viral content, which was amplified through a Footlocker partnership.
Teachable’s Giovanna Carvalho emphasized that in a world of AI-generated content, personality and human connection become the differentiators — and experiential brings that to life.
Takeaway
The goal isn’t just event attendance. It’s amplification online.
The best IRL experiences are designed for three audiences: the people in the room, the creators capturing it, and the millions who will experience it later through BTS content.
“Things that cannot be prompted are going to be more relevant and experiential marketing makes this come to life in the best way possible. Personally, I love to attend events. I am a fan of smaller formats where you can really connect in depth with people and get to know individuals and stories that my algorithm wouldn’t point to”
- Giovanna Carvalho, Teachable Managing Director
5. Diffusing bad reviews
“Are brands too afraid of being polarizing?” asked Viral Nation’s Chief Commercial Officer Nicholas Spiro during a panel on the Emotion Economy of Social Media.
Based on what I saw — a lot of brands are in their bold era, using negative customer reviews as part of their campaigns and responding to critics online.
Seen ‘n’ Heard
Dove recently took unfiltered Reddit reviews and incorporated them into a new campaign for their hair serum.
Yahoo’s Josh Line shared an anecdote about a comedian who joked about his wife using a Yahoo email address and the brand jokingly responded that they were there for her before he was. “Our comment got 500,000 likes.” (It’s now over 900K)
Crocs’ Carly Gomez revealed the brand has playfully engaged with the Tampa International Airport after it went viral for jokingly “banning” Crocs and pajamas from its terminals.
Note: Burger King wasn’t at SXSW but they used the same weekend to launch “a brand reset,” openly acknowledging mistakes and inviting feedback..
Takeaway
Leaning into criticism (when done right) signals confidence. It also lets audiences know that you’re listening to them.
In a crowded, AI-generated content landscape, self-awareness stands out.
6. Employees as influencers
The “creator” isn’t always external anymore.
Some of the most compelling voices brands have are already inside the building.
From CEOs to frontline employees, internal talent came up again and again as an underutilized — and highly credible — content engine. And yes, McDonald’s CEO was referenced in a lot of those discussions.
Seen ‘n’ Heard
Whoop’s John Sullivan shared how the company treats CEO Will Ahmed as a creator, complete with dedicated content support.
Bank of America’s Brad Ross described how employees, who were marathon runners became central storytellers in campaigns tied to charitable initiatives.
Crocs’ Carly Gomez shared how an internal employee story about decorating Crocs with Jibbitz inspired an entire content series.
Takeaway
Employees don’t just understand the brand — they are the brand.
They’re also the voice people actually want to hear from: 74% of people surveyed in a recent Harris Poll say employees are more influential than traditional marketing.
“Employees really know the ins and outs. They’ve got the brand messaging seeping into their veins. That is a strong tool when it comes to getting the word out”
- Nicholas Spiro, Viral Nation’s Chief Commercial Officer
7. The rise of creator experts
Someone referred to me as an SME (subject matter expert) on this trip and it stuck with me — because it really captures where we are right now with the rise of the creator educator. Not just influencers, but people who teach, explain, and guide.
Seen ‘n’ Heard
Teachable hosted a panel — leveraging their Creator Trend Report — which emphasized the value of human connection, the role of AI in enhancing learning, and the importance of adapting to industry changes to maintain relevance.
Teachable also planned a creative mastermind session with Jayde Powell and myself built around our mutual subject matter expertise
Whoop’s John Sullivan described matching the expertise of creators to campaigns based on the type of story being told — from performance science to thought leadership.
Takeaway
Access to information is now endless. Expertise is not.
So if you’re a creator, that’s your edge. Frame your content around what actually works in the wild, not just what theory and best practices say. That’s something AI can assist with, but not replace.
"Last year we ran one of the first panels on B2B creators at SXSW. This year, it was the throughline. Knowledge creators and educators owned the stage. The next chapter of the creator economy isn't about audience size. It's about expertise"
Olivia Owens, Teachable Head of Product Marketing & Partnerships
🏆 I’d Like to Thank…
The trip to Austin — and this newsletter recap — wouldn’t have been possible without my partners: JBL, Teachable, Team One and The RealReal. Please show them some love!
Team One and The RealReal helped set the tone, outfitting me before I had even left LA. I post a lot about packing for conferences and we all see eye to eye on intentional luxury and finding pieces that tell a story. And if you think you saw me sneaking into Austin 24 hours early so I could go shopping for vintage accessories — um, no you didn’t.
JBL’s Livebrary was my first official stop to see friends, listen to music and learn about their new JBL Live 780NC over-ear and JBL Live 680NC on-ear headphones.
Teachable paired me with Jayde Powell for a top secret project (coming soon) based around their Creator Trend Report.
🥸 SXSW Bonus: Steal These Ideas
📝 Mutual Benefit Ratio (MBR): A New Way to Measure Creator Partnerships, inspired by Mike McGarry, SVP Marketing, Patreon
Most brands track campaign performance religiously — but when working with creators, how often do you ask: did this actually help their business too?
The Mutual Benefit Ratio (MBR) is a 1–10 scoring system that Patreon came up with to evaluate campaigns on what they delivered for the brand and the creator. Did their subscribers go up? Did search volume increase? The metrics aren’t new. It’s just applying the same lens you bring to your own marketing efforts to the creator’s side of the equation to strengthen the relationship.
🍔 The WMoA: Turning Fan Art Into a Brand Channel, inspired by Donna Tuttle, VP Marketing, Whataburger
Whataburger fans are obsessed — crochet burgers, glitter fries, paintings of the restaurants. The art was already happening. Whataburger just gave it a home.
An idea for a physical museum got reimagined during COVID as an Instagram account: The WMoA (Whataburger Museum of Art) is a platform for fans to share their work and for the brand to amplify it. It has become one of their highest-engagement channels. For their 75th anniversary, they finally brought it to life as a real museum at SXSW. The lesson: fan art and edits are brand assets. Build infrastructure to celebrate the work.
🌮 SXSW: Random Fun Stuff
I got to meet my favorite podcasters of all time, Watch What Crappens’ Ben Mandelker and Ronnie Karam.
I managed to incorporate Heated Rivalry into all three panels I was on through the lens of culture; co-creating with audiences (edits and fan fic); and the importance of happily ever afters:
The Emotion Economy of Social Media
Building Brands That Back Creators
A New Era of Creator Brand Partnerships
I reviewed my daily taco and quesadilla consumption on Threads. Spoiler alert, there are no bad reviews. All the food is good food in Austin.
👀 ICYMI: JUST THE HEADLINES
ByteDance paused the launch of its new video-generation model, Seedance 2.0 - PC Mag
LTK released Quick Collabs connecting brands and creators for ‘flat-fee’ campaigns - Digiday
Adobe’s AI can now be trained on your own style - PetaPixel
Gen Z and Gen Alpha marketing playbook - AdAge
Creator marketing in 2026: What the data reveals - Traackr
Fohr, an influencer marketing platform, angered a lot of creators by suggesting brands were overpaying - Thread
You have nailed the art of the conference recap! You turned my fomo into actual insights I can dig into 🤩