How YLE builds community for young men through Podcasting
In the session presented by Nuppu Stenros and Mikael Salmelainen from the Finnish public broadcaster YLE, the focus was clear: how do you truly reach young men and build a community around them? Their answer lies in the video podcast “Menny pahaks” (Gone Bad), available on the Yle Areena app, which has successfully created a space for young men who often feel overlooked or disconnected.
In today’s media environment, young people are constantly exposed to polished success stories and unrealistic expectations. Menny pahaks takes a completely different approach. Instead of highlighting success, it focuses on everyday struggles, mistakes, and the idea that an “average” life is more than enough. This clear positioning allows the podcast to stand out by embracing relatability over perfection.
A key part of this authenticity is reflected in both the visual and tonal choices. The podcast studio is intentionally designed to look like a messy boys’ room is cluttered, imperfect, and real. At the same time, the production quality remains high, creating what the creators describe as “quality you can’t see.” This combination reinforces the idea that content can be meaningful without appearing polished. Even the branding supports this message, with a logo inspired by a “-30% discount sticker,” symbolizing imperfection and self-acceptance.
Humor plays a central role in the podcast’s communication. It allows the hosts to address sensitive or difficult topics in a way that feels natural and approachable. Rather than offering advice, the conversations feel like those between friends – light, honest, and engaging. This tone helps lower emotional barriers and encourages openness among listeners.
Another important factor behind the podcast’s success is the dynamic between the hosts. Instead of selecting the most popular influencers, the team focused on finding individuals with strong chemistry and different perspectives. The hosts do not always agree, but this diversity reflects real-life friendships and creates more authentic and engaging discussions.
Most importantly, Menny pahaks prioritizes community over audience size. The creators recognize that people have a fundamental need to belong, be seen, and be heard. They actively engage with their audience through comments, social media, and user-submitted stories. Although only a small portion of listeners actively participate, those contributions are carefully valued and integrated into the content.
This approach highlights an important lesson: building a community is not about reaching everyone, but about creating meaningful connections with those who choose to engage. Through authenticity, humor, and active interaction, YLE has created more than just a podcast, it has built a space where young men can feel understood and accepted.
