How to create an influencer podcast -- for kids

Pocket.watch, a company founded in 2017, is actively expanding its focus on audio content for children as it anticipates a significant growth in the podcast sector for kids in 2024. Collaborating with 53 creator brands, including popular names like Ryan's World and Love, Diana, Pocket.watch engages in various ventures such as brand partnerships and merchandise. The company's studio works to distribute content across free ad-supported streaming television channels, popular platforms like Hulu and Peacock, and social media sites like YouTube.

In a strategic move, Pocket.watch partnered with Universal Music Group to launch a record label dedicated to producing children's music. This collaboration has now evolved into a partnership with GoKidGo, a podcast company, to develop audio shows featuring its creators. The executives at Pocket.watch discussed the unique approach required for children's podcasts, emphasizing the necessity for narrative-driven content that actively engages young listeners.

Amanda Klecker and Albie Hecht, pocket.watch executives, explained that children's podcasts are crafted differently than those aimed at adults. Hecht noted that these podcasts hinge on storytelling, problem-solving, and interactive elements, allowing children to engage with the content, often prompting them to respond directly. The goal is to create a participatory experience that stimulates the imagination and encourages learning.

Two notable projects include a musical mystery show aimed at preschoolers with creator Diana Kidisyuk from "Love, Diana," and a mystery show for tweens featuring the GEM Sisters. Hecht highlighted the significance of translating these creator brands into various formats, including animated versions, thereby allowing the characters to remain appealing without excessive involvement of the creators themselves.

As the company diversifies its content offerings, Pocket.watch focuses on voice acting that aligns with the personalities of young creators. For Kidisyuk, a 10-year-old star, the company collaborates with her family to cast voice actors who resemble her voice for the podcast format. This approach helps maintain the authenticity of the character while ensuring the content resonates with its young audience, ensuring that each creation aligns with the established brand image.