How Social Media’s Changed Radio (and What We Can Do About It)

Hey team! Let’s talk about something big that's changed for radio: social media has literally shortened people’s attention spans. Think about it—the average listener now has less patience for long ads and even fewer breaks in focus. So, how do we get our messages across effectively in today’s short-attention world? It’s all about adjusting our content and scheduling approach.

Quick refresher: OES (Optimum Effective Schedule)

Since the ‘80s, we’ve relied on OES to find the right balance between ad frequency and effectiveness. This formula still works, but with everyone’s attention span shrinking, we’ve got to tweak a few things.

(For a full explanation of OES, click or copy and paste this link:

https://radioconnects.ca/wp-content/uploads/2022/09/Figuring-out-OES-scheduling.pdf )

Here’s how we can get more mileage out of OES in a social media-driven world:

1.     Shorter Ads Work Better: Today’s listeners respond more to punchy, impactful ads. Let’s use more 15-second spots instead of the usual 30 or 60 seconds. We still say what matters but faster.

2.     Higher Frequency, Shorter Bursts: Repetition works. Scheduling ads in quicker bursts, rather than spreading them out, can help boost brand recognition and engagement.

3.     Make Content Fun and Engaging: Social media is full of attention-grabbing content, and we’ve got to keep up! Humor, stories, and relatable messages help make ads more interesting and stop people from tuning out.

4.     Think Cross-Platform: Let’s keep ads light on detail and instead drive listeners to a website or social media page where they can get the full scoop. Radio makes the emotional connection, and digital channels can provide all the in-depth info.

5.     Behavior-Based Scheduling: People are more tuned in during commutes or at the gym—times when they’re focused on what they’re hearing. Scheduling ads when listeners are naturally more attentive can boost impact and keep brands top of mind.

Bottom Line:

In today’s world, shorter, more frequent ads—timed to match listener habits—are key to keeping radio engaging and effective. We can work with the new attention norms and keep our clients’ ads impactful in a media landscape that’s more fast-paced than ever.

Hope this helps! Mike - The Write Stuff

 

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