Updated: Mar 8
I say this a lot... radio seems to fall under 2 categories when it comes to social media:
under-utilizing or over-thinking. Fancy graphics, over-produced videos, and slapping a feature name on it is not the key to selling social. Engagement as a result of building a relationship with your audience is.
💡 That's why we should only be doing things on social that make sense.
I'm so tired of Facebook Live being sold as 'added value'. What I've learned is that most AE's don't even realize that a Facebook video and Facebook Live are 2 different things.
Going live on Facebook just to make it appear like you're giving the client something extra for free just weakens the station brand, because it brings little or no value. You can create actual opportunities to sell Facebook Live to a client as long is it makes sense.
Look, no one gives a f*ck that the morning show radio personality gets to "test drive vehicles live on Facebook" and you get the pleasure of watching at 2pm on your Saturday...
💡 WEAK BRAND = LESS VALUE = LESS 💰💰
Last month I was excited to run across this "virtual remote" out of Crystal Lake, IL from the Star 105.5 Morning Show.
This is how you can execute Facebook Live in a way that makes sense when working with a client. It aligns with the station brand and brings the client actual value.
👉🏽 Please take 15 minutes to watch this virtual remote:
🗣 Now let's talk about all of the things they did right in this video...
Length of video. She's able to cover a ton of info in 15 minutes
The layout. Simple, festive with both the client and station logos. Doesn't look cluttered.
Good sound. Good lighting.
Tina mentions she's been to the store multiple times where she "felt so happy", "it felt like a winer wonderland" which is a perfect, organic endorsement for the shop.
They intro with a couple of listeners who went to see the store onsite - one of them even mentions she loves Tina's laugh. Great way to include the in-person interaction with the live stream.
The giveaway. Executing a giveaway that encourages viewers to comment is always a win for the algorithm. This example is a double win because they are asking viewers to comment: when they are putting up holiday decorations.
👉🏽 By asking that question it gives Tina another opportunity to engage with them live. (ie: Displaying and reading the comments out loud from viewers)
Tina using personal references that people can connect with: 👉🏽 "...even though it was 70 degrees and I'm pretty sure my neighbors were cutting their grass" 👉🏽 "you just gave me the perfect gift idea for my sister, Lisa, who is having a baby in February..." 👉🏽 "My sister just said 'Mom, put that lantern on my list'"
The small biz connection. Talking about the women's background in creating the store allows viewers to have an emotional connection to it.
Tina asking specific questions about the trees behind the ladies, the ornaments on the table, and describing the water lantern. People like to see actual product... "I can see them glimmering and glistening behind you".
Info about the store scrolling on the bottom of the screen 👇🏽
Reminders: Continues store location and gift card giveaway reminders throughout the broadcast.
She's having a conversation with the clients and including the viewers in it throughout the video when reading the comments.
Seriously, take a sec to read through the comments!
Tina showcasing the things she got from the store 👇🏽
🤩 Her genuine, excited reactions as she talks about each item goes along the lines with why people love un-boxing videos.
Video content: Sneak peak video of the store plays during the live:
💡 This sort of thing resonates with people on social media more than a flashy over-produced "marketing video" or cheesy commercial. It also takes much less time and effort to produce!
"Holiday Envy bought a virtual remote where they would be featured. We went there to make a video, because they had so much product to check out! Featured it in the live and gave them a copy for their social too!" - Joe Cicero
I think it's important to note that things like this work particularly well for Joe & Tina because they have spent the last decade developing a real relationship with their listeners. Not just on the radio, but in the community and of course, social media.
💰 As a result, their influence creates more value for their social media.
Now, I don't know what things are like in your market, but...
In 2021 which makes more sense? Promo, talent, & AE standing outside for 2 hours... 20 people walk by and 6 actually give a sh*t that you're there or 4K+ people walk by (4.7 Views) and 100+ actually give a shit that you're there (100+ Comments)?
👉🏽 Follow Star 105.5 on Facebook to see how they engage listeners on their posts. They do a great job!
If you've done a virtual remote/event that worked well for your station, I'd love if you'd share in the comments or shoot us an email!
- Marie, The Radio Fam
This content uses referral links. Read our disclosure policy for more info.