Michelle Fry, brand integration lead at Mamamia, writes about the ubiquity of parasocial relationships in the media landscape today – particularly, how women have found community within them.
Our world is more connected than ever. But we’re also grappling with a loneliness epidemic. Parasocial relationships – those formed through consuming media – have become a lifeline.
At Mamamia, I see this firsthand. Everyday.
The phrase “the friends in my ears” is a slogan among our audience, and we don’t take this responsibility lightly.
Connection is at the heart of everything we do at Mamamia. In fact, we recently commissioned some research – a deep-dive listening exercise to see what was driving women’s media habits – and the thing that came up over and over again was this:
Connection.
Women tell us they feel isolated in their daily lives and are left to deal with problems on their own. They tell us Mamamia is where they ‘find their village’, even if they’re only tuning in to listen to a podcast or watch conversations play out on social media—they feel part of something.
Across generations, women told us that listening to our shows and reading our content helps them sense-check their perspectives and gives them the confidence to actively engage in conversations in their networks. Some were drawn to stories from real-life people experiencing adversity, and overcoming it. Others sought out the comfort of familiar high-profile voices, like-minded women with opinions and experiences that made them feel seen, heard and understood.
When it comes to Mamamia’s podcasts, it might seem like the hosts are doing all the talking and the listeners doing all of the, well, listening, but actually, this is far from the truth. Behind the scenes, the hosts, producers and writers rely on a constant two-way dialogue to create content and connect with our audience in a meaningful way.
In our DMs. In the comments section. In the Outlouders Facebook group. Even direct calls to producers on the pod phone. The Mamamia audience engages with us every day.
They also engage with each other.
Over the years we’ve seen communities come to life in the most wonderful way both online and in real life.
For 7 years now, Mamamia Out Loud has taken the show on tour, connecting with women all around Australia.
Before this year’s show in Brisbane, I ran into a group of Outlouders in a bar across the road from the venue. It was easy to identify them: most were wearing sequins. Of course.
When I asked how they all knew each other, I was surprised to hear they didn’t.
They had all connected via the Facebook page. Someone put a callout to meet up with fellow solo Outlouders. And they jumped on it.
While I was able to spot the sequins from afar, I never would have guessed that this crew of wonderful women didn’t know one another. The joy, laughter and connection between them were undeniable and seeing them all together made me feel strangely… proud. Knowing that our show can bring women together like this is a wonderful thing.
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At our Upfronts last month we announced that Mamamia Out Loud Live would be back, bigger than ever in 2025. We’ll go back to Melbourne, Sydney and Brisbane, but the audience is dying for us to add Perth to the itinerary. So we have.
The planning is already underway, and while the team is tight-lipped about the plan for next year’s show, whispers around the office suggest this will be a production bigger than ever. With a big team on the ground, there will be a whole series of behind-the-scenes content too. From rehearsals to travel, the 58937762 cups of tea and 5927918 fit checks – our audience will get to see it all unfold.
A bigger show means bigger opportunities for brands to connect with our audience too. Over the years, Mamamia Out Loud has partnered with incredible brands including Nivea, Priceline, Schwarzkopf and Toyota to present the show. Next year, as well as our major presenting partnership, there will also be category and local partnerships available – with unique opportunities for brand integration. This is a rare shortcut for brands looking to connect with an audience of passionately engaged women. Reach out to the Mamamia team to find out how your brand can be part of the national tour of Australia’s number 1 women’s podcast – Mamamia Out Loud.
