By: Lee Ann Jackson October 26, 2023

One of the most challenging tasks in radio is how to tell a compelling story and keep listeners tuned in. The same is true in social media.

Storytelling is what captivates an audience – through audio or the written word. Storytelling can give your radio station a voice on social media.

Why tell a story

In today’s world, we are inundated with content and standing out is becoming more and more of a challenge . . . much less being remembered.

One of the most reliable mechanisms for sustaining attention – according to actual science – is storytelling.

In general, scientists have observed that when more of our brains are active in particular ways, we pay attention and encode more into memory. And good stories tend to check all the boxes. [Forbes]

What is a story idea

To write a good story about your radio station, answer questions like:

  • How did your radio station come to be and why?
  • What is your radio station’s mission?
  • Who owns the station?
  • Why does your staff enjoy being a part of the station’s team? (Focus on individual stories.)

As you consider the responses to these questions, curate areas which pique interest and even heartstrings – then write your story.

Be sure to keep points of transparency, vulnerability and even humor in the story . . . these are important elements which will resonate with your audience.

How to make a story memorable

Standing out in the crowded social media space is no easy task. Content that is emotional, relatable, and memorable are key.   With limited staff to produce social content, focus on quality over quantity.  Create less content and spend more time making it unforgettable:

  • Behind the scenes pictures and/or video
  • A day in the life of a station on-air host
  • Tell the story of a listener whose life was changed by listening to your radio station

Storytelling is an art – on radio and on social media. When you tell a story that is deeply meaningful to your audience, it can provoke their emotions and build a connection with your radio station. It’s about creating a narrative that resonates with your audience, fosters connection and sometimes, inspires action.

Social media is another platform radio stations can leverage to deepen relationships with listeners.


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