What does it take to turn reading into a cultural phenomenon?

In the latest episode of Visionary Voices, we sit down with Jess Kessler, Head of Brand & Content Marketing, North America at Audible, to explore how creators, community, and culture are transforming the way audiences engage with content.

From her beginnings in journalism to leading brand and content at Audible, Jess brings a unique perspective on storytelling – one that places emotion and connection at the centre of modern marketing.

She dives deep into the rise of BookTok.

Reading and audiobook listening were once solitary experiences, but BookTok has turned them into a shared, social one. Niche communities are now driving discovery, shaping trends, and influencing what people read and listen to next. Audible has leaned into this shift, even integrating trending BookTok titles directly into the app to make discovery seamless.

As Jess explains, the role of creators has fundamentally changed. The most effective marketing today is about conversation, community, and building genuine connections with audiences.

Watch the episode here!