The “job” of an on-air talent has significantly changed throughout the years. In the beginning, radio was the sole form of entertainment for households. During the 60s you had to constantly switch out carts while keeping track of the time and doing other tasks on top of that. Then radio turned digital. And now, you’re kind of like an “influencer.” There are traits you can take from other influencers that could help you on-air.

First off, what is the definition of an “influencer?”   “A person with the ability to influence potential buyers of a product or service by promoting or recommending the items on social media.”   In a sense, isn’t that what you do at times? If you have endorsements, you are absolutely an influencer. If you discuss pop culture and share your opinion on those topics, you are absolutely an influencer. On-air talent have been influencers since the beginning. Let’s take some tips from those who are social media influencers for a living.

According to Hubspot’s 2024 State of Inbound Marketing Trends, influencers and the brands they endorse will make more than $24 billion by the end of 2024. Here are some other takeaways from the report:

• Think about the buyers you’re targeting. They’ve grown up online and shop online. 74% of marketers surveyed state their target are the millennials. 67% are aiming for the Gen X group, and only 27% are addressing the Baby Boomers. Again, it’s important to know your demo.
• Facebook, Instagram, YouTube and TikTok are clear opportunities to replay parts of your show. If you can, video some of your content, edit for the specific platform and let the algorithm do its job.

Other things to think about:

• Speaking of video content, create some behind the scenes footage! Let the camera roll while you’re off the air and capture some snippets of you being authentic.
• Engagement on those platforms is key! When the listener feels like they’re genuinely your friend, they are more likely to listen to you and buy what you’re, essentially, selling. The authenticity of your personality plays a big role here as well.
• Already in radio, you have a great understanding of what interesting content should be. Use that to your advantage when posting video and content on social media and websites. For example, right now it’s all about the aliens. Create content surrounding newsworthy stories.
• What’s happening LOCALLY? What are some big stories from your area? Are there parades coming up? Concerts? Has something serious happened around you? Just as you would discuss this on-air, use it on your social media platforms.

We’ve been using our platform to sell an idea or product since the 20s. With that already engrained in you, you should be able to create some compelling and interactive topics. YOU were the very first influencer.