This YouTube Couple Sells Tea Better Than Most Associations Sell Value

Written By Mike McAllen

AI content is flooding our social media platforms. I know because I built a private ChatGPT AI channel specifically for Podcasting4Associations. We trained it with everything we had: strategy, content, and six months of insights targeting our ideal client persona. Her name is Nikki.

It was used daily. It sounded on-brand. But did it lead to any new clients?
No. Not directly.

Could it have increased brand awareness? Possibly. But the sea of AI content is so thick now that it’s hard to tell who’s paying attention.

Am I just adding to the noise or providing value with these AI posts? It is a big question.

I watched YouTube with my 16-year-old niece, Layla. She was completely absorbed in a couple building a shed. They weren’t trying to sell. But she knew everything about them and yes, she knew they sold tea. (@eamonandbec)

Their content was story-first. And it worked.

This is the opportunity Associations have to lead with trust and story.

The Golden Era of Social Media Is Ending

Even creators with massive audiences are watching their engagement crater. The platforms are bloated with AI content. 

But this is great news for associations.

What This Means for Associations

  • Newsletters are now one of the most reliable communication tools.

  • Podcasts build long-term trust and community.

  • Event-based content has incredible value when captured and shared effectively.

This is the time to return to human voices and real community stories.

How to Future Proof Your Association

1. Build a Podcasting Strategy
 Regular episodes featuring real members, leaders, and suppliers. Not just updates but stories that show impact, lessons, and real experience. Value.

2. Use Your Events
 Record live on-site. We help set up podcast stages or booths to capture authentic conversations when your whole industry is in one place.

3. Turn Podcasts into Newsletters
 Pull quotes, moments, and clips from each episode and drop them directly into your members’ inboxes. One interview becomes weeks of engagement.

Pull back the curtain. Showcase the humans in your industry. That’s the future-proof model.

Tool Spotlight: Riverside.fm

What it is: A browser-based, studio-quality podcast recording platform used by many of the biggest names in media and business.

Why it works for associations:

  • Records locally on each participant’s device, so quality isn’t affected by WiFi issues.

  • Captures separate audio and video tracks — ideal for editing.

  • Easy for guests: one-click access, no downloads required.

How your team can use it:
 If you’re recording remote interviews with members or experts, Riverside helps us capture clean, professional-quality audio and video every time — whether your guest is at HQ or home.

Today is National Hammock Day. If you’ve got one, get in it. And if you don’t, at least take a few minutes to rest. The best content ideas often come in those quiet spaces.



Mike McAllen
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