The winner in the Major Category for Social Content Producer of the Year at Asia Podcast Awards 2025 was Mediacorp’s Joanne Chan for CNA podcasts.

The focus of this category is using social media to extend the reach of the podcast and increase listeners. It’s more of a ‘behind the scenes’ award in contrast to most of the others that are about the podcast, or its production or its hosts.

Joanne, who is a Growth Editor at CNA, develops and executes audience strategy across all social platforms for CNA Podcasts. The challenge for her is to showcase news and current affairs audio journalism in a three-second attention economy. The goal is to drive both reach and engagement — grow audience, deepen loyalty by showcasing stories that resonate.

She identifies and understands the needs of a platform’s users and deliver high impact content, delivering highlight moments in a visual format to spur discussion, curiosity and recall.

The use of reels to highlight thought-provoking moments has contributed to raising the discoverability and reach of CNA podcasts on social platforms where video is the native format for consumption.

Deep Dive and Money Talks reels regularly get 100k – 200k views, hundreds of comments and shares, signaling resonance with the audience.

In case of Deep Dive, she tapped on the extensive reach of CNA’s social platforms and chat apps – including Telegram, WhatsApp, Instagram, Facebook, TikTok, YouTube Shorts – the use of polls and call for questions help to build brand recognition and engagement. Post-recording, highlight reels and putting the entire episode as a video on YouTube extends the reach of Deep Dive. The episode on companies mandating back-to-office polices has nearly 95k views to date and the reel garnered more than 450k views on social platforms.

In case of Work It, moving away from CNA’s typical journalistic posts, the posts share a listener’s work problem and dispense advice via a short 90-second reel. The weekly posts help to build recall and association – the hosts present relatable problems and give sage advice. The post on workplace gossip generated 580,000 impressions on LinkedIn and over 90,000 video views.

CNA podcasts also produce audio documentaries that take on a narrative format, rather than chat/interview style. The accompanying reels take on a similar tone, using footage from the TV documentary overlaid with the podcast audio to create a multimedia asset that draws curiosity and attention across Facebook, Instagram, TikTok and YouTube Shorts.

Beyond repurposing content, Joanne’s role is creating entry points and making the wonderful podcast content accessible to a wider audience. The ethos here is “be discoverable or perish” in the increasingly crowded podcast landscape. In an attention-deficit economy, the use of reels (highlight moments, quick cuts, slick edits and attention-grabbing thumbnails), polls, call for questions, all work to hold and engage a viewer’s attention, and hopefully, convince them to click through to the full podcast. The quality of the podcast will do the rest.

Asia Podcast Awards 2026 are now open for entries. They recognise the most outstanding individuals, teams and organisations working within the medium from across the Asian media and marketing landscape.

There are 23 categories, which will be judged by some of the most respected leaders and rising stars in the world of podcasts, alongside radioinfo’s panel of international senior editors who cover the growing medium each day.

The winners of the awards will be announced online and in person at Radiodays Asia, September 1-3, 2026, in Jakarta.

Use radioinfo discount codes for a reduced RadioDays Asia registration price in addition to the early bird discounts. Get a 10% discount on all three days with RDARIN10 or a discount on the Podcast Creators Day with PAWARD10.

The deadline for entries is 17th July 2026. That’s less than five weeks from now. Submit your entries via the radioinfo.asia awards platform soon.