We may call them radio personalities, but these influencers extend their reach far beyond the airwaves. Today’s radio hosts are active on social media, engaged in their communities, and accessible across multiple platforms.
Fans can catch them at local events, stream their content on almost any device, and, of course, tune in via AM/FM radio. Partnering with a radio influencer means tapping into a loyal and ever-growing multiplatform fan base.
To make the most of their relationships, a bit of strategy and coordination goes a long way. Let’s break down the most effective options.
Since we’re talking about radio hosts, let’s start with the options to leverage influencers on their main platform – AM/FM radio. Popular hosts have loyal fans who make their show a regular part of their daily lives. As a result, host-read endorsements make a big impact.
Identify a radio host who resonates with your target audience and partner with them to deliver host-read ads during their on-air shows. These engaging spots air at the beginning of each live segment, grabbing listeners’ attention.
Give the host first-hand experience with your products or services so they can share authentic, personal insights with their audience. These live reads are both genuine, persuasive, and impactful.
Pro tip: Make sure you work with a host and station that your target customers regularly listen to. It may not be your favorite, but if it connects with your ideal clients, that’s what matters.
Many radio personalities are highly active on social media platforms, including Instagram, TikTok, X (formerly Twitter), YouTube, and Facebook. It’s another way for them to connect with fans, share engaging content, and attract new audiences.
Brand partners can leverage their social media power by sponsoring content on any – and all – of the influencer’s social media channels.
Working with an influencer on social media creates a treasure trove of sponsorship opportunities, like co-branded photos, videos featuring the influencer using your products and live streams from your store.
Once again, make sure the content fits the platform – savvy social users can spot sponsorships that feel forced or inauthentic.
Contrary to the belief that consumers avoid commercials, radio listeners actively engage during ad breaks. In fact, 55% of radio fans listen to commercials on radio more often than any other medium and 51% trust radio advertisers.
Your business can reach these faithful fans with scripted, pre-recorded spots featuring radio influencers.
In addition to commercial breaks on broadcast radio, your spots can also run on streaming audio, expanding your reach and boosting ROI. Activating broadcast and streaming ensures your messages are heard whether listeners tune in via traditional radio or digital platforms.
Listeners pay attention when they hear familiar voices, helping your pre-recorded spots break through the clutter.
More and more radio personalities are launching podcasts devoted to topics they love – music genres, sports, lifestyle, and more – and connect with devoted fans. While these podcasts typically have smaller audiences than broadcast radio or streaming audio, the fans are “MVLs,” – or most valuable listeners.
These podcast listeners form strong bonds with their favorite podcasters and feel positive about businesses that support them. It’s called the “audio trust halo” and it’s very real: 40% of listeners said they went out of their way to support brands that advertised on their favorite podcasts and 46% of weekly podcast listeners have purchased a product or service after hearing an ad on a podcast.
Podcast hosts are also excellent brand ambassadors. When they endorse a product or service, 80% of listeners trust their recommendations – nearly as much as suggestions from friends and family. They also take action: 62% of fans make a purchase after hearing a host-read ad.
When you work with a local radio influencer, you have opportunities to reach their entire audience across multiple platforms. Your business can engage more interested consumers, maximize return on ad spend, and explore creative opportunities through diverse content, sponsorships, and host partnerships.
Ready to find the perfect influencer? Federated Media’s marketing specialists will match you with a host who connects with your target consumers and delivers results across the radio, social media, and podcasts.