Video didn’t kill the radio. Video can help us promote our brands and content in ways that were before not possible.


As an audience, we just love video content. By some projections, in 2017, that kind of content will represent 74% of all Internet traffic.And for a good reason.

We are 4x more likely to watch a video about something than to read about it. 51% of all video plays are on mobile devices, and that is an increase of 203% from 2014.

Video content generates on average three times as many monthly visitors as other content. Websites with video content enjoy 88% more time spent on pages by visitors.


You want to be where your audience is.
As simple as that.

And when they are online, they love to consume video.

As a radio station, by using video, you can:

  • reach (more) people
  • build brand awareness even if they are not listening
  • promote things you are doing on air
  • be a visual back sell off the morning show (or other shows)
  • form an image in particular areas that fit your strategy (entertainment, lifestyle, service)
  • demonstrate the backstage of the radio station, and make your brand and your people closer to you

Also, as a radio station, you are an established brand that already has attention and trust of your audience. Just there you are in advantage over some kid producing videos in his parent’s basement. Use your program to promote your video activities.

Get the attention. And you just might find another platform to educate, promote, inform or earn money.


Depending on your goals, there are different types of video you can utilise in your strategy.

Here are some types of video content that make sense for the radio station. This will not include the “live” services like Facebook or Instagram live, or disappearing formats like Snapchat or Instagram live.


It is quick and dirty. The moment caught in time. It is like the videos that we see from our friends posting on the Facebook. It is short, to the point and has single message/punch.

Here you don’t need any editing. Something happened, worth sharing and you shared it.

Don’t worry about this kind of videos looking rough around the edges. That is their charm. And that is why they work.

QUICK TIP: There doesn’t have to be editing here, especially if you want them to look “organic,” but have a plan before recording.

GOOD FOR: showing backstage moment, being spontaneous, fast and quick


Think of it as a collage of the text, pictures, and videos that tell a story.

They are more attractive than just standard text article, easy to produce and people love to watch them on mobile devices.

What used to be text article on the website is now this. This kind of content is massively popular on social media platforms, especially Facebook and Instagram.

For this format, you don’t need any video recording of your own. You create a story, put images and videos that make sense. Audio is not important. You can have voice over, but it is easier just to put subtitles or text that makes sense.

GOOD FOR: news, lifestyle & music stories, explaining promotions, even show back sell


Moments on air — in video form.

From the technical perspective, this kind of setup is becoming accessible and affordable. You need 2–4 cameras, a recorder that records all the time and lightning (so that videos don’t look grainy).

Yes, there is some investment required here, but later the ease of use of recorded material makes it worthwhile.

Something happens in the program, and because everything is already setup, it is easy to cut it down, put subtitles, and voila, you have great content to put online.

Benefits are clear — this can be another touchpoint for your content and the audience. Your audience will connect faces with voices they hear.

GOOD FOR: selling best off moments from shows, on-air features that also make sense on video, interviews when you have guest in studio


You can use video to promote any image that makes sense for your brand.

You don’t need TV quality of production. Just interesting and relevant content.

For example, you can create a video of your Morning show talking about dogs, and then promote it on Facebook to people who love dogs and your show.

With smart planning, you can get make videos with different perspectives, and then target those promo videos to the audience that is more inclined to like them. And it isn’t expensive.

With this videos, you can promote your shows, personalities, music image, localness. Anything.

GOOD FOR: promoting any image you want


Video blogs are gaining popularity on the on the YouTube. Usually, they show a day or particular event in a narrative fashion.

They do require more effort, and an additional person just responsible for recording/editing is needed.

Key here is quality and frequency. You want it to be interesting, and you need to create and publish your video blog regularly. Daily, weekly or biweekly.

But, they are like your TV channel or show that people can watch when they want.

If you decide to do this, don’t be disappointed if you don’t get massive audience right away. It takes time and promotion to build followers.

The good news is, all older episodes don’t go away. And you only need one video to “break the internet.”

GOOD FOR: building personality awareness, showing the backstage of the station or event


Think beyond radio.
More and more stations are now doing online only content. The purpose of which is not to promote anything on air, but to create content that builds upon your on-air programming.

Interviews, quizzes, pranks — there is a multitude of the potential topics that you can transform into great formats. And audio snippets should be used on-air for promoting the video.

Your format might not support talk longer than 30 seconds, but having an attractive conversation with somebody your audience finds relevant that goes for 30 minutes — works on YouTube.

GOOD FOR: depending on the feature — but to promote any wanted image


You shouldn’t be doing video because everyone is doing that. You should be doing it because everyone is consuming it as crazy.

Nor is every video type something that fits your strategy. There are so many options here, and many don’t fit your format. Some do.

Examples in this article show the brand personality of individual shows and radio brands and are here just as an inspiration for what you could be doing.

Using video can help you grow and market your brand. Reach people on different channels. Build brand images. Promote your on-air content.

We shouldn’t be romantic about the ways how we reach our audience. If we want to stay relevant, we need to be where they are and give them content they want to consume. We are there for them, and we should never take them for granted.

Look at the newspaper publishers. In many markets, they are now leaders in the digital space and even video content production. Not because they wanted to, but because they needed to. And their influence and brand impact is growing. They are not maybe earning as much money as before, but they are doing landgrab.

For radio stations, there is tremendous opportunity to use video (and social media platforms) to grow. And to do it before all the attention is somewhere else.

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