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Don't Forget Video!


By Loyd Ford


Radio could use video much more effectively and often. It does not require a lot of time or effort in 2012 to make good video that listeners will be interested in and post it to social media sites so listeners are encouraged to participate in your brand. While there are less people to do more work, products like Video Flip make it quick and easy to take advantage of video on social media platforms to engage listeners with the fun of our business. Remember:  Everyone does not have a job like yours. Use the fun to bring people to you.

Here are the 12 commandments of video for radio:

1. Use video to show listeners and clients how effective and exciting radio is on a daily basis.
2. Make video blogs for personalities.
3. Do video interviews backstage or even phone interviews with stars. Listeners love to be "inside."
4. Post videos to Facebook with a lead-in back to your station website.
5. Use creativity by using video to film listener "happenings" or staged events, big or small.
6. Put video in an email to your loyal listener database when you have an upcoming concert event or some special backstage footage after a show.
7. Video different staff members or the staff together with holiday messages for 4th of July, Christmas, etc. Post them to Facebook and Twitter.
8. Use video to show "backstage" at the radio station.
9. Use "cause video." You or someone on your team may be close to a cause in your market or just simply of interest to your life group. Post a video related to helping this cause.
10.  Video a radio station tour.
11.  Post video of station events or promotions to YouTube.
12.  Have one of your personalities do a video review of music or products of interest to your target.

You can make the most of social media and grow participation on Facebook, Twitter, your website and also on-air by using video. Get started for about $100 if you don't have a video flip.

I talk about this all the time to clients. We are in a "backstage business."  Listeners will absolutely flock to us if we will show them a little love. Video is a great way to do that. Good luck!

Loyd Ford programmed very successful radio brands in markets of all sizes for years, including KRMD AM & FM in Shreveport, WSSL and WMYI in Greenville, WKKT in Charlotte and WBEE in Rochester, NY. Learn more about Loyd here: Reach out to Loyd via e-mail HERE
Visit his Facebook radio social media page

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(7/23/2012 5:32:59 PM)
Book publishers said "If they're listening to radio, they are not reading books!". But today we know that new media does not replace old media. We simply add it to the mix.

But companies DO die off when they fail to innovate!

It's so simple: we convert radio ads to video so they can generate digital revenue on a stations website. Everybody wins! Our radio clients are enjoying the biggest sales bonanza in internet history: Internet video! On air? Online? It's all revenue.

- E Brian Johnson
(7/8/2012 12:11:30 AM)
Thanks for the clarity, Loyd. And yes, I do appreciate what is now the necessity - albeit unwelcome - of a station having a web presence.

And yet, as I was reading your (below) response, a couple of issues came to mind and in a way they both relate to the two of us - only with different sets of expertise and, of course, priorities.

As you so eloquently present it, the business of having a powerful web presentation is not one for amateurs or tinkerers. Likewise, the programming of a radio station, its commercial production and Talent performances are also not for cement-shoed traditionalists or part-time cobblers.

Reaching and influencing larger audiences is no longer a job for someone who might be semi-interested or think it might be fun - just for the hell of it. Rather it is a job for those with leading edge understanding of the technologies they apply. And you, are one of those.

If there is any contention in our positions, it is only one of priorities. I'm a believer that the very first priority is Programming. But then. that's where my own interests and expertise lies. I couldn't discuss online presentations if it was really important or if there was money in it. That I leave alone and defer to you. :)

- Ronald T. Robinson
(7/7/2012 10:31:14 PM)
Ronald, I understand the concern. I should point out that the primary signal of broadcasters is simply the most important product and source of revenue for broadcasters. That signal should be treated with the respect it deserves of being the primary concern for personalities. However, the power and progress listeners (consumers) to have more control over product choice should not be ignored and will not be limited by avoiding social media and failing to embrace their chosen social media environments on line. Listeners have more choices and they are participating in very high levels with a variety of social media sites.

The 800,000,000 people on Facebook prove that adaption of social media is more than a fad. Run the numbers in your market. If we worry that personalities will destract listeners from your primary signal by participating in social media, what if they are not in the social media "stream" of listeners and venture off because our local radio stations and personalities are not there at all?

If your on-air personalities are leading listeners only to the web, then that is a problem. The size of that problem will also be determined by how easily your website points to your quality on-air product and specific features important to your listeners.

By the way, many of the concerns with distraction can and should be cured as you set the strategic plan for what the goal is for your social media. That happens before the personalities are executing anything in social media.

I constantly recommend to everyone that they focus on the benefits for their consumers (listeners) and really offer them engagement and connection on their social media ground. Additionally (but not less of an issue at all), social media should give content important to your target, engagement AND a pointer to your on-air signal. This can be in the form of an on-air feature or benefit for listeners that they cannot get anywhere else. This kind of overall engagement will help loyalty grow - not deminish.

True engagement based upon the interests and passions of your targeted listeners will simply grow loyalty. That is worth working to establish in social media for the good of your radio stations.

- Loyd Ford

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