Personalities are what sets radio stations apart from on-demand streaming services like Spotify and Pandora. People tune in to the radio to hear their favorite DJs and engage with them, but we need to realize that radio personalities are more than just a voice.
Don’t believe the lie that you “have a face for radio.” People want to see a real face…someone they can relate to. They’re not looking for perfect features and flawless makeup. Content is king, especially now when people are demanding content at unprecedented levels. Even as we write this article, Instagram is changing. Learning to embrace these changes sooner rather than later may prove to be vital for stations.
The head of Instagram, Adam Mosseri, said the move to expand video formats on the platform was because he no longer viewed Instagram as a square photo-sharing app. He said that competition from TikTok and YouTube is fueling the increased focus on video. (Orginial Source: Washington PostWashington Post
I’ve always been a huge supporter of YouTube because it is a valuable platform that can help your radio station’s brand boost its outreach. Since its inception in 2005, YouTube has been a game-changer for many industries and, in the radio industry, it can help to diversify your brand in ways you might not have thought possible. Here are some facts and benefits to consider when adding YouTube as a content source.
YouTube Is a Highly Effective Major Search Engine
Only YouTube’s owner, Google, has a larger search engine in the world than YouTube. Over two billion users are logged in on YouTube’s platform per month. The platform also feeds over a billion hours of video to its users.
While it can be difficult to stand out on such a saturated platform where hundreds of hours of videos are posted every minute, there are ways to optimize your videos to help them reach your target audience. These include video tags, hashtags, and end screens where you can highlight previous videos. Add an easily searchable title with all those optimization methods, properly categorize your video, and you’ll stand a better chance of ranking higher on YouTube’s search engine.
Because YouTube is highly searchable, you can use search engine optimization to your advantage by creating content focused on your niche. Creating videos that consistently serve your audience will allow you to attract traffic to your brand for years to come. Keyword: serve. Your content should serve your target audiences’ needs, not promote your station.
As mentioned earlier, you should use a title that relates to things your followers are likely to search. You’ve probably noticed how YouTube and Google will begin populating search suggestions when you’re typing in the search box. Those are relevant search phrases that people are searching for. Use that to your benefit. Try to create titles that are similar to those relevant searches.
Additionally, you should make your video description as straightforward (yet engaging) as possible. YouTube typically displays the first three lines of text in a description before the “Show More” button appears. Ensure the point of your video is explained in those first three lines so viewers already know what they’re engaging with before clicking on the video. Front-load your description with the most important information. And make sure every video you add has standout imagery to accompany it, with an appropriate yet aesthetically pleasing thumbnail to welcome viewers.
YouTube Builds Connections with Audiences
The time you have during a radio show is limited, often leading to hosts leaving out certain content they wanted to address. With YouTube, there’s more time to address those additional topics in detail. You can make your videos dive more deeply into particular topics and diversify your content. Plus, your audience can engage with you in the video comments. This is something you should encourage and ask your viewers to do. Then be ready to respond. Be present.
Did you know that over 80% of American adults use YouTube, and more than half of their users visit YouTube daily? There are plenty of opportunities to build an audience with topics and themes that cater to Christian radio enthusiasts or that serve people searching for hope in a digital world. Don’t miss out on the incredible opportunity YouTube presents to help Christian radio connect with people who are hurting and searching for hope every day.
The YouTube Partner Program is one way your radio station could monetize its content and capitalize on the viewership. You stand a better chance of making money when your content is original and free from copyright restrictions.
To be eligible for monetization, you need to have at least 1,000 subscribers as well as 4,000 watch hours in the past year. Once you meet the criteria, you can apply for the partner program so you can monetize your channel through subscriptions, in-stream ads, affiliate links, sponsorships and memberships.
Lastly, you can create multiple pieces of content from one video. You can learn about this by reading our past blog on how to generate more digital content for radio.