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How The IT GALZ Transformed Their Podcast Into A Brand

*IT GALZ Podcast intro music plays*

If you haven't already joined the fan club, you are just about to...

Disrupting the mostly male-dominated podcast world Dublin IT GALZ, Jenny Claffey and Lindsay Hamilton champion friendship, individuality and muting the noise of third party opinions that lurk around working under a social media microscope.

The IT GALZ podcast is a dose of cultural commentary with girl talk and guarantees a feel-good, funny illusion of having coffee, cocktails (or cans) with your best friends from the relaxed setting of chilling with your headphones in.  

Their no BS, authentic Irish girl show has experienced enormous success, having performed to a sold-out show at Electric Picnic earlier this year. IT GALZ has attracted an obsessed audience sparked by resonating with Jenny, Lindsay and their content on so many levels. 

Success in the digital age has become increasingly difficult with an oversaturated and repetitive market. Inspired by the success of their business and personal brands we touched base with the IT GALZ to discuss their success journey through the use of social media.

You have achieved amazing success with your podcast IT Galz, how do you feel social media has helped you in the process? 

Thank you! Social had definitely helped us harness a community of like-minded people. IT GALZ is not about one specific topic like a lot of podcasts, so having social as a platform to interact with such a wide variety of people is important to us.

From a business perspective, social helps us create our brand visually. We see podcasting is a break from the visual world of endless scrolling, however, humans are visual beings! Having somewhere to share both sides to our brand and to ourselves has been really helpful.

How would you advise someone or a business looking to promote their brand to approach social media? 

I would say having a strategy is the most important, and not to get obsessed with numbers. Know what you're posting and why and keep a business page separate to your personal page. It's so easy to engage in a followers race, but it's ultimately worthless. Whether you have an Instagram with 40 followers or 40K followers, they are all deciding to engage with your content.

So don't be obsessed with the next milestone of numbers, concentrate on making authentic content that those who are already there will enjoy and the rest will follow!

Do you find there is a specific aesthetic that works best on Instagram when posting on the IT Galz page and your own personal accounts?

IT GALZ social is a place where we can solidify the brand and aesthetic of the podcast whereas our own profiles are more personal. Having an Instagram for IT GALZ has definitely helped us think of an overall brand identity for the podcast which we both find very important, in order to differentiate ourselves from the rest!

For IT GALZ, we try and post pictures with captions that are aligned to our own interests, like pop culture, and with captions that echo the humour of our podcast. We always want our social channels to give our listeners something they can't get from the podcast, nobody wants to see endless promo post after promo post!

Which social media platform do you feel allows you to connect best with your audience? 

Our Patreon is amazing because it's a small group of 1,500 who all chat back and forth about each episode. There's a real sense of community on there. Recently we have been concentrating on YouTube because it's definitely an unscratched surface when it comes to content creation in Ireland. It has the visual element of Instagram with the community element of Patreon which we love.

Working with social media is quite similar to being in a committed relationship, how do you manage and organise so much content for social?

We take a very casual approach to social when it comes to IT GALZ. We will always aim to have about three posts per week on IG, one or two videos per month for YouTube and peppered Instagram stories throughout, but we don't kill ourselves over it. In our business, it's all about being present but it not being forced, so we would always prefer post when we have something gas to say, rather than forcing a post just for the sake of it.

Our biggest organisation comes for the podcast because, at the end of the day, that's our priority when it comes to content. At the start of every month we plan out 4 x IT GALZ episodes and 4 x X GALZ episodes (our Patreon podcast) and the rest of the content tends to flow from there.

What inspires you to keep producing new and current content? 

There's no singular thing really! We started IT GALZ to create content that we would have loved to consume, at a time when the Irish influencer scene was overly curated. Now things have definitely improved for the better but we still always want to talk to those who we feel aren't being spoken to.

Whether that's talking about sexuality openly, dating culture or talking about music and fashion we tend to go with our gut. Content only becomes dull when the creator is not fully invested in it.

Moving forward, do you feel social media will still play such a key part in business and promotion in the future? 

Definitely. Social media is a double-edged sword because now there is an almost unregulated marketplace and anyone can technically become famous from it, sometimes to their detriment. That also means that unfortunately some businesses who are not tech-savvy may be left behind.

It's a tough ecosystem, however, I don't see it changing very soon. As long as we consume it, brands will spend money on these platforms to promote their products.

Is there anything you need to be careful of when posting on social media?  

I think social media in its inception was used almost like a diary and was definitely still "social" in its praxis. Now, social media is an odd combination of your CV, your social status, your diary and your own self-perception... once what you are doing is legal I don't see why someone should self-censor, however, we are now living in a world where call-out culture is rife and everyone is the target. 

I think what we're seeing not is people balancing the public and private aspects of their lives. We were trained by these apps to overshare everything in our lives and now we're being told that only x, y and z is appropriate for consumption - it's impossible to navigate!

Everyone's risk factor is different but as a rule of thumb, we would always only post things on social that we would stand by and defend, but also realise that people are human and sometimes post dumb stuff for no reason. 

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