Social media are no longer just promotional channels for radio; they have become media in their own right. Instagram, TikTok, and Threads offer radio stations a unique opportunity to reach new audiences, refresh their image, and strengthen the connection with their listeners.
So, how can a radio station truly succeed on these platforms ?
Here’s a narrative approach tailored to the realities of radio.
Radio : a naturally social medium
Long before social media existed, radio already knew how to create closeness with its audience. Familiar voices, real-time reactions, emotion, and interaction have always been part of its DNA. This is exactly what works today on Instagram, TikTok, and Threads. On these platforms, the goal is not to simply rebroadcast what’s on air. It’s about showing what makes the station alive: behind-the-scenes moments, spontaneous laughs, debates, and even pauses. Social media become a natural extension of the broadcast, not just a promotional tool.
Instagram, the emotional showcase of radio
Instagram is the stage where a radio station can build a strong visual identity and nurture its community. Short-form videos, especially Reels, highlight the hosts and memorable moments in the studio. Daily Stories immerse the audience in the station’s real life and encourage interaction. More editorial posts tell a story, announce key events, or highlight the musical universe of the station. What makes a difference on Instagram are faces, authenticity, and consistency. A station that humanizes its social presence strengthens its brand and credibility.
TikTok, the territory of discovery
TikTok is arguably the most powerful platform for reaching new audiences. Unlike Instagram, people don’t always follow a radio station—they discover it by chance through the algorithm. The content that works best is often simple and highly authentic. A reaction to current events, a funny studio moment, a bold opinion, or an apparently unplanned sequence can go viral. To succeed on TikTok, a station must be willing to let go of some control. Promotional tones don’t perform well here. Spontaneity, sincerity, and adapting to the platform’s codes are what allow content to stand out.
Threads, the extended broadcast
Threads is gradually establishing itself as a space for real-time discussion and exchange. For radio, it’s a natural fit. This platform allows quick reactions to news, open questions for listeners, sharing opinions, or continuing debates launched on air. The tone is more direct, sometimes more engaged, and fosters a true sense of closeness with the community. Used wisely, Threads transforms listeners into active participants and strengthens their sense of belonging.
Hosts at the heart of social strategy
Hosts are the core of a radio station and its best ambassadors on social media. When they speak on their own accounts or collaborate with the station, the impact is often much stronger than an institutional message. Encouraging their participation, showcasing personalities, and co-creating content allows the station to exist beyond its audio feed. Hosts become real creators, capable of attracting and retaining new audiences.
Social success is more than numbers
On social media, a station’s success is not just measured by follower count. What really matters is engagement, quality of exchanges, and the ability for content to be shared and commented on. A station that performs well on Instagram, TikTok, and Threads is first and foremost one that creates an active, curious, and involved community.
Instagram, TikTok, and Threads are not threats to radio—they are powerful levers to reinvent it. Successful stations are those that embrace platform codes, focus on the human element, dare to be authentic, and prioritize content over promotion. Radio has always adapted to its time. Social media are simply its new playground.
