Author: Nick Arias, Research & Insights Assistant, RAB
According to Edison Research’s The Infinite Dial 2024 study, an estimated 235 million people (82%) are social media users.
While many may use social media, that doesn’t necessarily mean that these users engage across all platforms. Based on the same report, 65% use Facebook, 44% use Instagram, 35% are on TikTok, 25% use Snapchat and 19% use X/Twitter.
But before the rise of social media platforms, broadcast radio served as a venue to connect listeners and stations together. Radio was the original medium for “water cooler” conversations. Today’s social media platforms have given rise to social media influencers. While many may consider these influencers as a new phenomenon, the truth is that AM and FM on-air personalities were the original social media influencers. These personalities have always informed their listeners of their views on current events, shared information on products and services as well as local businesses they use. These radio personalities not only have a strong presence as influencers, but they also reach large audiences.
According to Morning Consult, 88% of Gen Z adults reported following at least one influencer on social media, and nearly one in four (22%) reported following more than 50. In addition, Gen Z adults also seek out information and advice from online influencers.
Social media is a way for on air personalities to extend their interaction beyond over the air. Similar to listener call-ins, social media platforms allow radio stations and their on-air personalities to engage and interact with their audiences in real time.
The on-air personalities are the reason why some tune into radio. The 2024 Jacobs Media Techsurvey noted that 61% of radio listeners attribute the on-air DJs/hosts are the main reason why they listen to the radio, a six percent gain since 2015.
Radio personalities are so beloved that their listeners remain loyal to them. According to Katz Media’s “Inside the Power of Local Radio Personalities”, roughly one in two radio listeners have a preferred radio personality they have been listening to for an average of eight years, and 59% of listeners follow the personalities on social media.
Marketers who tap into the power of social media and radio’s on-air personalities can truly benefit. According to MRI-Simmons, 64% of those who visited Facebook in the past month are active radio listeners. Fifty-nine percent of Instagram users in the past month, and 61% of TikTok users also tune into broadcast radio.
The combined reach of social media and broadcast radio is undeniable. But the human voice, that companion and friend, is the greatest differentiator. Yung Joc, from the Streetz Morning Takeover noted that “Radio matters because we are always there no matter what.” During a Radio Main Street Podcast he noted this about radio. “It’s a forever giving stream of information, entertainment, music and involvement. It is the needle and thread to a lot of communities. It keeps you together.” Amanda Orlando, WARM 98.5, added, “Radio is two-ways, unlike television. Your listeners can call and talk to you and it’s that two-way interaction that you can very rarely get.”
While devices and social media platforms will continue to exist, there is no denying the personal connection and value of radio’s on-air personalities and their influence on listeners. Radio is and always be the original social medium. Marketers who tap into the unique power of each will surely benefit.