United States
IMO Podcast is the official audio and video podcast from Michelle Obama — attorney, bestselling author, and former First Lady of the United States — and her brother Craig Robinson, a former college basketball coach.
Total Followers +1.8%
2.1M
Across YouTube, Instagram, TikTok
Primary Platform
YouTube
722K followers · 35% of audience
Engagement
5.9%
vs. 1.5% category median
Sponsorship Tier
Macro
Est. $12K–$28K / IG post
The three-time Grammy winner appeared on the podcast fresh from a Love Island stint, opening up about her upbringing and new music with Michelle and Craig.
Michelle Obama and Craig Robinson marked a full year of weekly episodes with a dedicated anniversary instalment reflecting on the show's journey.
The companion podcast series premiered November 5, 2025, alongside the book 'The Look,' featuring fashion insiders such as Jane Fonda, Nina Garcia, and Bethann Hardison in intimate style conversations.
Produced by Higher Ground, the show addresses everyday life dilemmas with a rotating A-list guest lineup including Issa Rae, Keke Palmer, Tyler Perry, and Airbnb CEO Brian Chesky.
| Window | YouTube | TikTok | Combined | |
|---|---|---|---|---|
| Last 7 days | +9K +1.3% | +2K +0.3% | +2K +0.4% | +13K |
| Last 30 days | +18K +2.6% | +10K +1.3% | +9K +1.7% | +38K |
| Last 90 days | +75K +10.4% | +54K +6.9% | +9K +1.7% | +139K |
| Last 365 days | +75K +10.4% | +54K +6.9% | +9K +1.7% | +139K |
Daily follower snapshots from CreatorDB's longitudinal index.
| Brand | Type | Platform | Date | Performance vs. baseline |
|---|---|---|---|---|
| Incogni Inc. Sponsorship | Sponsored content | YouTube | Jun 2026 | — |
| Airbnb Travel / Hospitality | Sponsored content | 2025–2026 | — | |
| Chase Financial Services | Sponsored content | 2025–2026 | — |
IMO Podcast is the official audio and video podcast from Michelle Obama — attorney, bestselling author, and former First Lady of the United States — and her brother Craig Robinson, a former college basketball coach. Built around the premise of answering candid questions submitted directly by listeners, the show channels Michelle Obama's South Side Chicago roots and her decades of public life into frank, personal conversation. The format leans deliberately informal: the sibling dynamic gives the show warmth and humor that distinguishes it from the traditional celebrity interview podcast. Episodes air weekly and are distributed across YouTube, Instagram, and TikTok, with YouTube serving as the primary home for full-length content.
The guest roster has drawn prominent figures across culture, law, and entertainment — including Justice Ketanji Brown Jackson, Rita Wilson, and Keke Palmer — reflecting the show's broad but values-forward positioning. Engagement rates sit meaningfully above category norms across all three platforms, suggesting an audience that is actively invested rather than passively subscribed. A partnership with Incogni signals alignment with privacy-conscious, digitally aware brands, a natural fit for a podcast audience skewing toward adult professionals. As Michelle Obama's public profile remains among the most trusted in American media, IMO Podcast is well-positioned to grow as a destination for substantive, personality-driven conversation that attracts both mainstream advertisers and mission-aligned sponsors.
Imopodcasts reaches an audience concentrated in United States primarily through YouTube, and is best activated via long-form YouTube integrations, Instagram Reels and Stories, TikTok branded content. Their sponsorship history skews toward Travel / Hospitality, Financial Services, a clear signal of fit for brands in those categories. Demonstrated partners include Incogni Inc. and Airbnb. Engagement on YouTube runs around 5.9%, which points to an audience better suited to category-relevant, mid-funnel campaigns than to pure-reach buys. The channel's mix of long-form YouTube integrations and Instagram Reels and Stories lets a sponsor choose between short awareness placements and longer, more detailed integrations. Because the audience follows podcast content rather than arriving through untargeted reach, sponsorships that match the channel's subject matter tend to convert more efficiently than broad placements. A consistent, on-topic posting focus gives sponsors a predictable, brand-safe environment, lowering placement risk compared with broad, general-interest channels. Campaigns here are best measured on qualified engagement and consideration within the niche rather than on raw impression volume. For United States-focused brands in Travel / Hospitality and related categories, Imopodcasts offers a defined, creative-fit audience rather than broad, low-intent impressions.
Benchmark estimates for a creator at Imopodcasts's tier (Macro, 2.1M combined followers, United States). Pulled from CreatorDB's category benchmarks.
The CreatorDB Agency runs end-to-end influencer campaigns globally — shortlisting, outreach, contracting, and performance reporting. Talk to our team about building a campaign around creators in this niche.
IMO stands for "In My Opinion," which captures the show's core format of Michelle Obama and her brother Craig Robinson sharing candid perspectives and advice. The name signals that the show is opinionated and personal rather than a traditional interview program, built around answering questions submitted by listeners.
Yes, Craig Robinson is Michelle Obama's older brother and her co-host on the IMO podcast. The sibling dynamic is central to the show's appeal, giving conversations a warm, unfiltered quality that sets it apart from more formal talk formats.
Yes, Justice Ketanji Brown Jackson — the first Black woman to serve on the U.S. Supreme Court — has been a guest on the IMO podcast. Michelle Obama described the appearance as an honor, with the conversation centering on Justice Jackson's life story and the courage it took to get where she is.
The IMO podcast has featured guests including Rita Wilson, Keke Palmer, Will Ferrell, and Justice Ketanji Brown Jackson, among others. Michelle Obama has described Rita Wilson as one of her dearest friends, and the guest mix ranges from entertainment figures to trailblazing public servants.
The IMO podcast is built around listener-submitted questions, with Michelle Obama and Craig Robinson offering their opinions and advice drawn from their own personal and professional experiences. Topics span relationships, personal growth, and everyday life decisions, approached through the lens of two people who've lived very public and very ordinary lives simultaneously.
Yes, games are a recurring and much-loved segment on the IMO podcast — Michelle Obama has said outright that they love their games on the show. It adds a playful, competitive sibling energy that balances out the more reflective, advice-driven parts of each episode.
The IMO podcast has had a presence at both SXSW and Essence Fest, two of the biggest cultural events in the United States. These appearances extended the show's reach well beyond its regular Wednesday release schedule and gave Michelle Obama and Craig Robinson the chance to connect directly with live audiences.
Michelle Obama and the IMO podcast have collaborated with Airbnb as a brand partner, with the partnership appearing in the show's social content. Airbnb's community and hospitality-driven brand identity aligns well with the warm, people-focused tone the IMO podcast is known for.
Incogni, a privacy service that helps people remove their personal data from data broker databases, has sponsored the IMO podcast on YouTube. Privacy-focused tools like Incogni have become common podcast sponsors, and the partnership reflects the show's broad, everyday-audience reach across its Macro-tier following.
Michelle Obama is from the South Side of Chicago, Illinois — something she describes in her own words as foundational to who she is, calling herself a "girl from the South Side." That upbringing and the values it shaped come up repeatedly as reference points throughout the IMO podcast.
Stats (followers, engagement, audience demographics, growth) are pulled live from the CreatorDB API covering YouTube, Instagram and TikTok. Bio and FAQ content is AI-assisted; news items are sourced from cited public press at generation time. Read the full methodology →
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@imopodcasts · YouTube
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