iWorld
“Innovation plays a key role in our brand strategy:” Pocket FM’s Vineet Singh
Mumbai: Netizens today crave personalised, immersive content that fits seamlessly into their busy lives. As digital entertainment evolves, audiences increasingly seek deeper engagement with stories that resonate on a personal and cultural level. With countless platforms vying for attention, it’s no longer enough to simply offer content; brands must deliver unique experiences that captivate and foster loyalty.
That’s where Pocket FM steps in, transforming the audio landscape with its fresh take on storytelling. Since its launch in 2018, Pocket FM has ignited a new way of consuming content, turning casual listening into a binge-worthy experience. With over 200 million listeners and a vast library of immersive audio series, it’s not just redefining entertainment—it’s creating a global community of engaged listeners who spend hours each day tuned in.
Delving deeper, Indiantelevision.com’s Arth Chakraborty caught up with Pocket FM’s head of brand marketing and communications, Vineet Singh, to discuss the brand’s approach to standing out in a competitive market, its focus on regional content, and the role of user-generated content in building a loyal community, and more…
Edited Excerpts:
On the key challenges you face in building Pocket FM’s brand, and ways in which you address them
Building Pocket FM’s brand in a cluttered market certainly comes with its challenges. One of the biggest hurdles is the intense competition among numerous audio content platforms, making it tough to stand out. With so many options available, establishing a unique brand identity that resonates with listeners is crucial.
To tackle this, we’ve focused on positioning Pocket FM as the go-to platform for audio series. By honing in on this niche, we differentiate ourselves. This clear focus helps us create a more recognizable brand and fosters loyalty among our users.
Another challenge is creating a distinct niche within the broader entertainment landscape. We’ve embraced the growing demand for regional content, which allows us to connect deeply with diverse audiences across India. By prioritising vernacular storytelling, we not only engage listeners but also support local talent, enriching our brand’s cultural relevance.
In summary, while the cluttered market presents its challenges, we’re committed to refining our brand strategy, focusing on unique content offerings, and building a strong connection with our audience. This approach positions Pocket FM for continued success as a leader in the audio series space.
On Pocket FM adapting its brand marketing strategy to differentiate itself in the competitive audio entertainment market and addressing changing audience preferences
To differentiate ourselves in the competitive entertainment market, Pocket FM has focused on understanding our audience’s unique preferences and behaviours.
We take a hyper-localised approach, tailoring our brand content to reflect the diverse cultures and interests of our listeners. This strategy not only boosts engagement but also fosters a strong sense of loyalty among our users. By connecting with them culturally and contextually, we ensure our content resonates on a personal level.
Innovation plays a key role in our brand strategy. For example, our interactive storytelling formats don’t just engage listeners; they immerse them in the experience. This helps us create a distinct identity in the market and deepens the emotional bond with our audience.
Looking ahead, we’re committed to staying agile and exploring new formats and technologies to enhance engagement. By remaining adaptable and audience-centric, Pocket FM aims to strengthen its leadership in the entertainment space.
On Pocket FM leveraging user-generated content in its marketing strategy and the role it plays in building community and engagement for Pocket FM
At Pocket FM, user-generated content (UGC) is central to our marketing strategy and community engagement. By tapping into the creativity of our listeners, we amplify our brand reach and foster a sense of ownership within our community.
UGC helps us in several ways:
● Fostering authentic connections: When listeners share their experiences or favourite shows, it creates genuine word-of-mouth marketing. This authenticity builds trust, as potential users see real interactions with our content.
● Expanding reach and visibility: User-shared content on social media broadens our reach organically. It taps into existing networks, increasing our visibility and serving as social proof that encourages new users to explore our platform.
● Building a sense of community: UGC strengthens connections among our listeners. When users share reviews, opinions, or fan art, it sparks conversations and builds micro-communities within our larger audience, fostering loyalty and a shared culture.
● Enhancing personalisation and feedback loops: User reviews and feedback help us tailor our content and marketing strategies. By understanding what resonates with our audience, we refine both our offerings and how we promote them
In summary, UGC not only amplifies our marketing efforts but also plays a key role in building a vibrant, engaged community at Pocket FM. By empowering our listeners to share their stories, we create a powerful connection that drives our success.
On Pocket FM measuring ROI for marketing campaigns, and the key metrics; and a recent example of a campaign with significant ROI
At Pocket FM, we measure the ROI of our marketing campaigns by focusing on a mix of performance and audience-centric metrics. While user acquisition is important, we believe true success lies in the depth of engagement and long-term retention.
We closely monitor how our campaigns resonate with our community and contribute to sustained engagement. Retention rates, in particular, give us a clear picture of how well we’re building lasting relationships with our audience.
Additionally, we prioritise understanding audience behaviour—from their first interaction to ongoing loyalty. This holistic approach helps us refine our strategies, ensuring our marketing efforts drive sustainable growth.
On Pocket FM keeping its brand messaging consistent across platforms and the strategies that you use to boost listener engagement and loyalty
At Pocket FM, ensuring a unified and consistent brand message across all platforms is a top priority to deliver a seamless listener experience. While we maintain a consistent tone and voice that reflects our brand identity, we adapt our communication to the unique dynamics of each channel. On social media, for example, we embrace a more casual and visually engaging approach to connect quickly with users, whereas on our app, we focus on deeper storytelling and analysis, offering a richer, more immersive experience.
On the upcoming trends in marketing that you’re excited about, and your plan to integrate them into Pocket FM’s strategy
Several emerging trends in marketing excite us, and we see great potential to integrate them into Pocket FM’s strategy for driving growth and engagement. To call out a few –
● AI-driven personalisation: Personalisation has become essential. With advancements in AI and machine learning, we can dive deeper into user behaviour and preferences. By leveraging AI, we plan to enhance our content across platforms with tailored experiences that align with user interests, delivering hyper-personalised content that keeps our audience engaged.
● We’re particularly excited about immersive audio technologies, like spatial audio, which can elevate brand communication. This technology creates a
multi-dimensional sound experience that places listeners at the heart of the narrative, making their listening experience more engaging.
● Direct-to-fan platforms: These platforms represent an exciting opportunity for more personalised audience engagement. They allow us to connect directly with our listeners, fostering deeper relationships and gaining real-time insights into their preferences. We’re exploring how to experiment with these platforms to strengthen our bonds with our audience and create tailored experiences that resonate on an individual level.
Overall, we’re eager to embrace these trends and integrate them into our strategy to enhance listener engagement and loyalty at Pocket FM.
iWorld
Meta plans 8,000 layoffs in new AI-led restructuring wave
First phase from May 20 may cut 10 per cent workforce amid AI pivot.
MUMBAI: At Meta, the future may be artificial but the cuts are very real. The social media giant is reportedly preparing a fresh round of layoffs, with an initial wave expected to impact around 8,000 employees as it doubles down on its artificial intelligence ambitions. According to a Reuters report, the first phase of job cuts is slated to begin on May 20, targeting roughly 10 per cent of Meta’s global workforce. With nearly 79,000 employees on its rolls as of December 31, the move marks one of the company’s most significant workforce reductions in recent years.
And this may only be the beginning. Sources indicate that additional layoffs are being planned for the second half of the year, although the scale and timing remain fluid, likely to be shaped by how Meta’s AI capabilities evolve in the coming months. Earlier reports had suggested that total cuts in 2026 could reach 20 per cent or more of its workforce.
The restructuring comes as chief executive Mark Zuckerberg continues to steer the company towards an AI-first operating model, committing hundreds of billions of dollars to the transition. Internally, this shift is already visible: teams within Reality Labs have been reorganised, engineers have been moved into a newly formed Applied AI unit, and a Meta Small Business division has been created to align with broader structural changes.
The trend is hardly isolated. Across the tech sector, companies are trimming headcount while investing aggressively in automation. Amazon, for instance, has reportedly cut around 30,000 corporate roles nearly 10 per cent of its white-collar workforce citing efficiency gains driven by AI. Data from Layoffs.fyi shows over 73,000 tech employees have already lost jobs this year, compared with 153,000 in all of 2024.
For Meta, the move echoes its earlier “year of efficiency” in 2022–23, when about 21,000 roles were eliminated amid slowing growth and market pressures. This time, however, the backdrop is different. The company is financially stronger, generating over $200 billion in revenue and $60 billion in profit last year, with shares up 3.68 per cent year-to-date though still below last summer’s peak.
That contrast underlines the shift underway. These layoffs are less about survival and more about reinvention. As Meta restructures itself around AI from autonomous coding agents to advanced machine learning systems, the question is no longer whether the company will change, but how many roles will be left unchanged when it does.
