RTDNA and Newshouse School at Syracuse University conducted a survey and found the use of Facebook and X is down significantly.
X (formerly Twitter), alone, has had so many users drop, many radio stations say they don’t even use it. Businesses have steered clear of X lately, so if you are using your station X account to target a specific demo for sales, it would be smarter to look elsewhere, as far as social media is concerned. According to the survey, a little over 14% of major markets stated they didn’t use x. This year, that number has jumped to 50%.
As far as Facebook is concerned, the stats of large vs small market in how Facebook is used is interesting. RDTDNA found the larger markets are more likely to not even have a Facebook, with that group experiencing a 17% decline. Now, not all large markets are getting away from this specific type of social media. Compared to smaller markets, the larger markets are more LIKELY to not have Facebook. All around, though, most radio stations do still run their own Facebook page. The smaller market usage has declined, but not nearly as much as the larger markets when FB is used.
What does this mean for talent when they’re expected to post so many times a day? You need to look at your specific demo. Do some research in your area as far as what your demo is using. This will change…the 35 year olds and up are still very much using Facebook. However, the younger crowd is utilizing Tik Tok and even Instagram more. Instagram is a little more difficult for radio to use to our advantage.
Get a Tik Tok going. This is the biggest trend right now…morning shows and afternoon shows posting behind the scenes content. EVEN going LIVE on Tik Tok during your show! You can have it running on your phone while you cut your breaks. During songs, interact with listeners. There’s no better way to connect with your demo than real-time conversations. Hell, I’ve been in radio for 20 years and I STILL log on when G-Man gets on his Tik Tok and does his show from home! It’s interesting! The listeners get to feel like their part of the show.
You can use this footage on Insta. Grab a screen recording of an entertaining part of your live, and post it in Insta. ANY Of your videos can be shared to Instagram to jump up those followers.
Again, don’t take this research as bible. Make sure you keep it in mind as you do your own territory research.