The Influential Power of Audio
Radio is still the original influencer.
Photo by Jonathan Farber on Unsplash
Influencer marketing budgets are set to take off in 2021, growing nearly 34% according to eMarketer. But while influencer marketing seems to be everywhere these days, it’s nothing new. Before Instagram, and definitely before TikTok, there was the radio host.
The ANA found 3 in 4 marketers use influencers as part of their marketing strategy, so If you’re planning your partnerships for the next year, don’t dismiss audio. Deeply connected with the community, radio personalities have built strong relationships with their audience – and earned their trust in the process.
54% of savvy adult consumers 18-34 consider radio ads trustworthy – the highest among other platforms, including TV and even social media.
-Nielsen’s Total Audience Report
Brand new to audio advertising or dusting off your old audio strategy? Here’s how the OG influencer marketing tactic - the host read - can connect your brand with even more potential customers in 2022.
The host read in action.
A turnkey solution for brands, the radio host read is a relatively easy-to-execute option while still allowing plenty of room for creativity. Heisman Trophy winner turned sports announcer, Gino Toretta of Touchdown Radio is a pro at weaving sponsor messaging into the action of a live broadcast. Successful influencer partnerships feel natural, not forced or staged. Play-by-play sports offer a level of customization that can be tailored to a brand's goals.
Play-by-play sports delivers the right mix of native integration and audience too. Sports radio in and of itself attracts influencers - listeners with an average household income of $107K who are more likely to make product recommendations to their friends and more likely to be business decision-makers.
Expert-approved.
When it comes to getting an audience to take that first step, a personal endorsement from a radio host goes a long way. 77% of listeners would try a product if it was recommended by their favorite personality. If those personalities also happen to be leading experts, then listeners can take action with confidence.
That’s what makes the syndicated home improvement radio show, The Money Pit, a unique platform for brands looking for credible voices to give their products the seal of approval. As true authorities on all things home, hosts Tom Kraeutler and Leslie Segrete have dedicated their careers to educating eager listeners on everything from contractors to DIY, design to maintenance, and everything in between.
That deep knowledge and first-hand experience translates into on-air endorsements that are not only authentic but informative. This comes in handy for listeners who are new homeowners, looking to Tom and Leslie for guidance as they navigate the intimidating world of DIY for the first time.
A new generation.
While radio paved the way, podcasting is carrying on the tradition of the host-read endorsement for an audience that is growing at a rapid pace. While numerous studies point to podcasts’ efficacy as an advertising platform overall, host reads (especially those where a personal endorsement is involved) generate even more lift.
In fact, host-read podcast ads outperform announcer-read ads across a number of KPIs, driving a 67% lift in brand affinity, 60% lift in intent to learn more, and 50% lift in purchase and recommendation intent.
In a world of hard-to-track influencer marketing data, the podcast host read also comes with an added benefit - accountability. Thanks to dynamic-ad insertion which enables pixel-based impression tracking and attribution, we can capture more insights on if a read was heard and if the listener took an action like downloading an app or making a purchase.
Tips for making it a success:
Find the right content and audience fit
Give the host time to try the product if they aren’t using it already
Let the host put their own personal spin on the reads