November 19, 2025
Overherd on Social: Creators, World-building, and the Challenge of Fragmented Audiences
Goat’s Overherd on Social podcast is a marketer’s go-to for Trends, Creators, and Culture! Dive into the latest social media and pop culture phenomena with industry experts and top creators.
With audiences scattered across countless platforms and niche communities, advertisers must find new and increasingly inventive ways to reach them.
In this episode of Overherd on Social, we sit down with James Caig – Strategy Partner for WPP Media, with over 20 years’ experience in advising major clients, including the UK Government – and Hannah Ryan, Global VP of Campaign Delivery at Goat, to unpack the biggest challenges advertisers face today, from fragmented audiences to the shift in consumption habits.
We dive into how institutions like the government are having to rethink the way they communicate, from public-health messaging to COVID-19 restrictions, and explore why creator marketing has become essential for reaching increasingly fragmented audiences.
