The Use of Social Media (Instagram) for the Radio Industry (Content and Marketing Strategies to Increase Audience Loyalty)

¹ Communication Science Department, Faculty of Digital Communication and Hotel & Tourism, Bina Nusantara University, Jakarta, Indonesia 11480
² Public Relations Department, Faculty of Digital Communication and Hotel & Tourism, Bina Nusantara University, Jakarta, Indonesia 11480

^* Corresponding author: nur.kholis001@binus.ac.id

Abstract

Digitalization affects conventional businesses such as radio. This research focuses on solving radio problems in the digital era, especially in audience loyalty. Radio must compete with Spotify, YouTube Music, Apple Music, etc. This competition is in several central areas: audience and advertising. Radio must be more attractive to stay heard by audiences. The level of interest of audiences to keep listening to the radio will affect advertisers’ trust. The researcher argues that the solution is social media, marketing, and content strategy. Social media is the right tool to solve this problem, considering that radio competitors also use the same platform. In addition, radio must implement marketing strategies integrated with social media content. The combination of them will increase audience loyalty. Researchers use descriptive qualitative research methods through in-depth interviews with purposive sampling with radio media practitioners in Malang. Research shows that communication strategy points are differentiation, attractiveness, and engagement. Meanwhile, the marketing and content strategy is setting the radio announcer as KOL, collaborating with influencers to engage in content, creating visual content related to the programs, creating conversation, and social media should be managed independently. The more intense the communication between radio and audienceS, the stronger audience loyalty will be.