You can’t ignore video anymore!

We just love video content.
This year video content will represent 74% of all Internet traffic.

We are 4 times more likely to watch a video about something than reading about it. Half 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.

Why should Radio
produce video?

You want to be where your audience is.
It is as simple as that.
And when they are online they love to consume video.
With creating video as a radio station, you can:

  • reach (more) people
  • build brand awareness even if they are not listening
  • promote things you are doing on air
  • create visual back sells of the morning show (or other shows)
  • form an image in areas that fit your strategy (entertainment, lifestyle, service)
  • demonstrate the backstage area of the radio station

Also, as a radio station you are an established brand that already has attention and the trust of your audience. That’s your advantage over some kid producing videos in his parent’s basement. Use your program to promote your video activities. Get the attention. And you might find another platform to educate, promote, inform or earn money.

Types of video content

Depending on your goals there are different types of video you can create. Here are some types of video content that make sense for any radio station. This will not include the “live” services like Facebook or Instagram live, or disappearing formats like Snapchat or Instagram live.

Simple (smartphone) videos

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

Here you don’t need any editing. Something happened worth sharing and you shared it. Don’t worry about these kind of videos looking rough around the edges. That is their charm. And that is why they work.

QUICK TIP: No need to edit, especially if you want them to look “organic,” but make sure you have a plan before recording the video.

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

Text + Image videos

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. 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 and use images and videos that make sense. Audio is not important. You can use voice overs but it is easier to use subtitles or text.

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

Studio multi cam video

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 lights (so that videos don’t look grainy).

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

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

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

Image videos (promos)

You can use video to promote any image that makes sense for your brand. You don’t need TV quality 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 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.

By creating these videos you can promote your shows, personalities, music image, your region…. Anything.

GOOD FOR: promoting any image you want

Video Blog (Vlog)

Video blogs are gaining popularity on 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.

The 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 backstage visuals of the station or event

Video only features

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 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 on for 30 minutes — works on YouTube.

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

To sum up

You shouldn’t be doing video because everyone is doing it. 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 and many don’t fit your format. Some do.

The examples in this article show the brand personality of individual shows and radio brands and are just 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 had to. And their influence and brand impact is growing.

For radio stations there is a huge opportunity to use video (and social media platforms) to grow. DO IT before all the attention is somewhere else.

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