Facebook used to be the go-to social platform for businesses of all shapes and sizes to promote what they do and engage with fans, however since Mark Zuckerberg announced changes to the Facebook algorithm which now prioritises content from friends over businesses, it has become a lot harder.
However, that’s not to say that your radio station can’t still take advantage of the power of Facebook, using it to benefit you and your audience. We’ve outlined a few quick fire ways you can promote your radio station below, before also exploring Facebook Live, which has the potential to be an exciting addition to your digital strategy.
Facebook and your radio station
There is a huge amount of content published on Facebook every day, so you need to make sure everything that comes from your page is relevant and of the highest quality in order to catch the eye.
Tip One: Don’t be over-promotional
If you constantly publish promotional material, selling your radio station post after post, there is the increased likelihood that this will be seen as spam by the new Facebook algorithm. As a result, these posts won’t be pushed out as frequently or as far to your fan’s feeds, so fewer people will see what you publish.
Sticking to an 80-20 rule, where 80% of your posts are socially focused, sharing memes, videos and other content and 20% of your posts are promoting your radio station, tends to work well and will see you reach the largest percentage of fans possible.
Tip Two: Engaging posts show more frequently in newsfeeds
Your aim is to get the largest number of engagements and reactions on your posts as possible, as these show up more frequently in your fan’s newsfeeds.
Your most recent posts with the highest number of likes, comments and shares will increase its potential reach, so be sure to ask your followers questions that require them to leave a comment, and also ask them to share things for good measure too!
Tip Three: Consider ad targeting
If you want to guarantee your content is seen by a large number of people, who have interests and likes that you specify and live in your target area, you can reach this audience by paying Facebook to promote your content to them.
Therefore, if you have budget available and have something interesting to say that will make it worth your while in promoting, for instance an exclusive behind the scenes interview or a great competition, why not give paid advertising a go?
What’s great about this is that you can also start targeting listeners of your competitors, ensuring your content gets pushed out to them without them even knowing!
Using Facebook Live for your radio station
Facebook Live enables you to broadcast live video to your followers at the click of a button, so we’re sure you can already start to see how this could be advantageous for your radio station. What was once only available through the ears of your listeners can now be seen too; taking your radio station and the shows on it to the next level.
There are a few things for you to bear in mind when it comes to Facebook Live for your radio station though:
Make sure your Facebook Live has a purpose
There’s very little point in broadcasting live just for the sake of it; what with the fast paced lives we all lead, if your live event isn’t very interesting, you’ll soon have people turning off. There are though some great things that will be sure to pull in your audience to your live show on Facebook, including:
- Interviews with big stars
- Exclusive acoustic performances from singers and bands
- Outside broadcasts backstage at festivals and events
- Comical stunts
- Charitable appeals and events
Promote the broadcast in advance
In order for people to know and look forward to your live broadcast, you need to let them know about it in advance.
Use the platform of your radio station to plug any Facebook Live events to your audience, whilst also utilising all the other social media channels you use, emails to those on your subscriber list and even adverts on your station too.
A simple shout-out from the presenters on your radio shows, for instance, stating that they will be broadcasting live from the backstage area of a local festival, interviewing all the stars as they come off stage and to follow your Facebook page to watch this exclusive content, is likely to see your follower count rise.
Understanding the difference between live and archived videos
When creating a video on Facebook Live, you will be producing something that can be seen live and archived for after the event.
With your live video, you’ll obviously want to make it longer, so you give time for viewers to tune in and also for you to encourage interaction with those who are watching it. If you are interviewing a star name, you could ask those watching to send in their questions live that can be asked on the spot.
Once the Facebook Live broadcast ends, the great thing is that it will be archived so more people can view it after the event. If it has created a bit of a buzz when the video was live, there’s a good chance that more people will come and view it afterwards, so edit to ask those late comers for their comments and thoughts on the video. You can even embed the video on your radio station’s website and promote through your other social media accounts too.
Don’t forget to review how effective your Facebook Live video was, whether it had the engagement you hoped for and what you can do next time to reach an even wider audience.
Experiment with your Facebook page and how you use it for your radio station, as testing different types of content, the times you publish and the subject of your Facebook Live videos will help you develop your strategy and ensure long term success.