Radio Partnerships with Brands on Social Media Matter

Radio was the first social network to share information and tell stories and news. By now, radio stations are using social media to deepen audience relationships. They are growing the engagement on-air and online and getting more people to listen longer. Integrating radio with social media helps increase engagement and drive the audience closer to the brand. It can be a cost-effective way to reach more people in an engaging way.

In today’s world, social media has been a source of advertising. Radio plays an important role in brand content that social media advertiser use for strategies. Moreover, ticket giveaways, meet and greetings with well-known radio personalities, and many more are now provided by radio through live broadcasts and social media accounts. Radio branded content will increase each brand’s engagement, followers, and brand interest. This method is projected to continue bringing success for each party in the future.

As of January-March 2022, ListenFirst, the most comprehensive social analytics tool in the marketplace analyzed “branded” posts published by radio stations to social media platforms.

Analytics;

4333 posts increased in this quarter alone, which came from 510 sponsors.
The sponsor includes auto and CPG brands like Toyota and Sprite, to local restaurants and retailers.

These posts grow over 100,000 likes, reactions, comments, and shares across Facebook, Twitter, Instagram, YouTube, and TikTok, which was 51% more than in the first quarter of 2021.

Yes, this engagement volume and year-over-year growth are too large for both radio stations and advertisers to ignore.

Radio and Brand Partnership Examples

KROQ partnered with San Diego County Credit Union to release an interview with stars from the rock band System of A Down name Shavo Odadjian and the film Jackass star Steve-O. KROQ’s four Facebook posts on the social media platform gathered attention. With the post being sponsored by San Diego County Credit Union there was an average of 64% more engagements per post than Q1 2022.

Another example of Radio and a Brand Partnership is Power 105.1 FM New York pairing with Grub Hub to share the content of the 2022 iHeartRadio Music Awards that aired on March 22, 2022. Power 105.1 FM posted seven Instagram posts on March 22 with an average of 3,752 engagements (likes and comments) per post. Based on the data, if Grub Hub had published this post with their own, the result will be different with likely would not reach the same result.