The promise was big. The branding even bigger. A podcast starring former First Lady Michelle Obama and her older brother Craig Robinson—two charismatic personalities, one a cultural icon with global name recognition—seemed destined to top charts, dominate conversations, and add another feather to the Obamas’ already glittering media cap.
But as the first few weeks of IMO with Michelle Obama and Craig Robinson have shown, not even presidential pedigree can guarantee a smash hit in the unforgiving world of podcasting.
Backed by Higher Ground, the Obamas’ media venture, IMO was designed as a relaxed, advice-style podcast where Michelle and Craig tackle listener questions and everyday dilemmas. It leans heavily into warmth and relatability, with episodes featuring Hollywood headliners like Issa Rae and Keke Palmer. Yet, despite its star power and high-profile platform rollout, the podcast has struggled to find its footing in the rankings.
As of early April, the podcast sits at 34th on Spotify and 21st on Apple Podcasts. Respectable, yes. But for a project with this level of visibility and media muscle, those numbers reflect a lukewarm reception.
The YouTube viewership offers even more sobering data: the premiere episode pulled in over 335,000 views, but the follow-up with Issa Rae dropped sharply to under 195,000. Since then, the momentum has stalled.
What’s behind the sluggish start? Several factors. First, the content, while authentic and heartfelt, has been described by some critics as overly meandering. One review from The Times zeroed in on the show’s lack of broader appeal, highlighting its deep dives into childhood memories and household chores—territory that may feel overly niche or mundane for a general audience.
It’s a notable departure from Michelle Obama’s previous media successes. Her memoir Becoming captivated millions with its balance of personal reflection and political insight. Her Netflix documentary brought behind-the-scenes intimacy to the national stage.
But IMO seems to lack the same narrative force or emotional crescendo. Instead, it offers a gentle, if meandering, rhythm that may be mismatched with today’s podcast audience, who increasingly crave bold storytelling, brisk pacing, or provocative conversation.
Compare that to the current chart-toppers—The Joe Rogan Experience, The Mel Robbins Podcast, Good Hang with Amy Poehler—all of which thrive on energetic delivery, hot-button topics, or sharp humor. In contrast, IMO presents itself as a calm island of sincerity. Admirable, certainly. But in a digital ocean teeming with more bombastic voices, it risks fading into the background.
