Growth is great, but keeping the listeners you already have is where the real work happens. In an era where everyone has a personalized algorithm in their pocket, your job is to give them something a computer can't: a human connection. Here’s how to tighten up your broadcast and keep people listening longer.
1. Keep your programming updated.
Of course, your music needs to be intentional to keep listeners listening. This means good variety with just enough repetition, an interesting sequence, etc. However, you can't stop there. You also have to keep your programming updated so that your station doesn't become repetitive and stale, and turn listeners away. For more info on keeping your station programming updated, see this article!
2. Let you listeners know what's going on.
Especially after updating your station programming, keeping your listeners in the loop is the only way to build a routine. Although, in general, you should be reminding your listeners of what is going on with your station, even if nothing has changed for awhile. If listeners know what to expect, it is more likely that they'll tune in and stay because they know what they're tuning into. Tuning in blindly can lead to a much shorter listening time, so let your listeners know what's up!
3. Ask for song requests.
Song requests are a great way to keep listeners tuned in and engaged! Let them know that they can send song requests via call-in, email, and social media, and you will get the songs programmed in. When someone hears their pick on-air, they don't just stay for that song – they stay to see where the set goes next. It turns a one-way stream into a community hangout.
4. Carefully select your radio imaging.
Radio imaging can totally transform your station for the better and lead to longer listening times, but you want to be careful about the style and frequency of your imaging. Ensure that your imaging fits smoothly into your station and it's not jarring, intrusive, or repetitive. You want imaging to serve as a transition without ever breaking your musical tone. This also goes for intros, outros, and promos. These are awesome ways to advertise your station and deliver station info to your listeners, but they need to be genuine and brief. If any of your imaging is too aggressive at all, you could lose a listener in the blink of an eye. But, excellent imaging can keep listeners tuned in for hours. For more information on radio imaging, see our article entitled A Complete Guide to Radio Imaging.
5. Avoid the "radio voice."
Ditch the announcer persona. People can spot a scripted radio voice a mile away. Talk to your audience like you’re sitting across from them at a bar or a record shop. Share the mistakes, weird trivia, and genuine excitement. Authenticity is the only thing an AI can't fake. You can read some tips on how to be a great live radio broadcaster here.
6. Utilize teasers.
Another good technique to keep your listeners tuned in is to tease them with what's coming on your station in the next 30 minutes, two hours, or later in the evening! Note what shows, playlists, or guests they don't want to miss and they will likely stay tuned in or come back soon.
7. Give time signals.
You can become part of the daily routine of your listeners by giving them time signals. Even though your audience may be spread across a bunch of different time zones, you can still deliver time signals to accompany your listeners hour by hour during their day. Check out your stats and note what time zone(s) most of your listeners are in. Adapt your time signals to them. You can also give multiple time signals so that you are serving the majority of your listeners.
8. Interact with your listeners.
Interacting with your audience builds loyalty and loyalty can lead to listening longer. Answer questions, comment, and post on social media. If you offer an email for listeners to send questions and requests in, send them a reply! Whatever you can do to stay connected with your listeners, do it!
9. Provide musical discovery.
Give them something they can’t find on a Top 40 playlist. Be the person who introduces them to their new favorite B-side or a rare live cut. When you become a source of discovery, you aren't just a station – you’re an essential part of their day.
10. Organize relevant giveaways and competitions.
Organizing giveaways and competitions is another awesome way to encourage more listening. Skip the generic gift cards though. If you’re doing a giveaway, make it about the music – signed vinyl, station swag, or concert tickets. Make it a celebration of your niche. When the prize matches the passion of the station, the engagement feels earned, not bought.
11. Give shoutouts.
Offer your listeners the chance to get a shoutout on your radio station if they call-in or leave a message on social media. You can choose whatever method you would like of collecting names to potentially shoutout, which can also tie in with any engagement goals you have. This is a great way of getting them to tune in longer because they'll stay tuned in with the hope of hearing their shoutout.
12. Focus on credibility.
All of the above help you achieve credibility, but it's also important to keep the goal of making your station credible in the front of your mind. Deliver in your niche, spread accurate information, and be truthful to your audience. If you focus on credibility, then you can be assured that listeners will rely on your station, likely meaning they'll be tuning in longer.
BONUS TIP: Create the "live" feel (even if you’re recorded).
Mention the time of day, the weather, or a current event. Even if you’re using AutoDJ for parts of your day, those 'live' touches make the listener feel like someone is actually home. It’s that present feeling that keeps a stream from feeling like just another sterile playlist.
It can be easy to fall into solely focusing on gaining new listeners. Most of these ways to help keep your listeners listening longer will also help you with your other goals anyway, whether that may be gaining new listeners, generally improving your station, becoming well-known in your niche, or really anything else! So, give your loyal listeners some thought and do what you can to keep them listening!
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Article Image: A person with over-ear headphones on standing in front of passing train. (Skitterphoto via Pexels).
