YouTube Is For Your Radio Station

Posted on October 31, 2011


So, you have fewer employees in a radio station than in any time of recent (or extended memory).  You have fewer personalities in the building.  You have a smaller group of people working on keeping your images in front of active listeners in your market, right?  If only you had some tools that could help you spread your effort so you could do more with less.

Today we focus on YouTube.

Why YouTube for your radio station?

YouTube is the second largest search engine in the world.  Is your radio station on YouTube?  There are 2 billion videos viewed on YouTube daily.  Every minute, 24 hours of video is uploaded to YouTube. We know that visuals move people and visual “suck people in.”

Is your radio station on YouTube?

Consider the many ways you can engage listeners with video and radio.  Think about the different parts and people of  your radio station and how you can engage listeners when those people are voice tracking, making appearances, sleeping, doing  laundry.  Why?  Because when you record video for YouTube, that video content goes to work for you.

Here are some of the people who can influence your YouTube content:

Morning show
Midday talent
Afternoon talent
Weekend talent
Promotions director

What kind of content can we put up on YouTube that will generate views?

How To videos for simple subjects
Personality video blogs
Radio station features
Remotes  (including appreciation of clients)
Backstage with an artist
Festivals, fairs, market events
Listeners at the front desk picking up prizes
Public Service (announcements of local community events)
Station events
Movie reviews
CD reviews
Gossip updates (about stars in your format or Hollywood)

Using some creativity can really be helpful in engaging listeners and drawing them to the personalities on your station  and back to the radio station itself. It does not pay to be passive.  We know this is true because the most active “fans” of your radio station are much more likely to grow your listening in ratings.  They are active on multiple social media platforms, and you should be active there, too.

Checking social networks is now 4th on the list of internet activities (that’s ahead of email and is growing day by day). Your listeners expect to see you in the forms of social media they are using.  When you are not there, your competitors likely are there. You have to sleep.  YouTube doesn’t.  Use it.  Be smart about the content you provide.  I always recommend that  stations build a plan first and then involve every member of your team in using the plan to generate additional engagement and  growth for your station in social media.  And always end content by leading listeners back to the radio station.

Loyd Ford

*Originally appeared on

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