What's New September 8, 2022

Spotlight on younger audience engagement at Radiodays Asia 2022

Reporter

Radiodays Asia 2022 has heard from one of the content leaders of Australian radio, with Amanda Lee taking the stage

As Content Director for Melbourne’s Hit Network station 101.9 The Fox, Lee brought decades of industry experience to the conference, day two of which explored the topic of how to successfully engage with younger, future audiences.

Anna Dixon shared some of the work and experiments focused on younger audiences, conducted by the ABC Innovation Lab.

It was identified that teens and tweens care more about the content than the publisher. They rely on the algorithms of their social media feeds to give them the content they like, and this means they are less likely to undertake their own discovery for new content.

It also means that if content providers are not already in their feeds, they are unlikely to get there.

The under 30s are also less likely to recall media brands and more likely to remember talent and influencers.

Full story here.

While Arielle Nissenblatt, Founder, EarBuds Podcast Collective, USA, spoke about how to best use social media to help more people find their audio and how to get closer to their audience, at Radiodays Asia 2022.

Nissenblatt listens to over 40 hours of audio content per week. She is a podcast industry futurist and believes in the power of audio to break down cultural barriers.

She says social media can be powerful, but one should use data and tracking to see how effective is it for your content. If it’s not working, let it be.

She also stressed the importance of regularity, saying: “you need to be active on social media so people know that you’re alive. If they see your content and share it, it means that it is valuable.”

Full story here.