Storytelling, What are we talking about? How can this help in the growth of a radio?
Storytelling, a communication method that has been tried and tested for decades, is, in fact, a roundabout and above all a clever way of “selling” your radio to the public and your collaborators. In other words, it’s about telling a story to better captivate, to arouse emotion, about your radio. Storytelling is about marking the minds of your potential listeners with a story, true or fictional, about your radio.
What kind of story? What should be told? How to make it work? This is what we will examine in this article.
But to start and set the ideas straight, let’s start with a perfect example of radio storytelling: Radio Caroline.
For those (not very few) who would not know Radio Caroline, let us recall that it is a British and English-speaking radio known to have been, from 1964 to 1990, an offshore pirate radio broadcasting from a ship anchored in the international waters of the North Sea, off the United States. A mythical radio station, which offered a crazy program heard by more than 25 million Britons, whose story even gave rise to the film “Good Morning England”.
Radio Caroline still exists today and mainly broadcasts its programs through streaming. Today’s success comes mainly from its past history. When you listen to Radio Caroline even today, you don’t just listen to a rather vintage music program, you also share the history of the pioneers in modern radio. Through its fabulous history, Radio Caroline allows those who still discover it today to subscribe to a unique concept and values.
Of course, Radio Caroline’s storytelling is absolutely exceptional and almost no radio can compete. But the example is clear enough to understand the principle of storytelling.
How to do storytelling for your radio? Simply by telling or imagining its history, its origin, the reason for its creation, etc….
Let’s say you have created a jazz radio station called “Jazz tribute”? You could just say:
“I chose to create a radio station that broadcasts the best jazz songs because I like this style of music and I think it is strong enough for digital radio.”
It may be true and probably very sincere, but, let’s face it, it doesn’t make your dream… So you could instead say:
“The idea of creating Jazz tribute came the day Ray Charles died in 2004. A musician whose voice and charisma have touched me since I was a child when my grandfather had me listen to his old records. This radio pays tribute to the great Ray Charles and all the artists who have made their mark on the history of jazz.”
Another way to do successful storytelling is to associate your radio with an iconic place, it sets the ideas. Let’s take the example of ABC Lounge, which is one of Radionomy’s biggest audience successes. Storytelling is very simple and yet very effective:
ABC Lounge invites you to relax under the sun of the French Riviera!
So when you listen to ABC Lounge, you’re not only listening to an excellent program of cool and relaxing music, you’re also sipping a cocktail by the pool with a sea view, all over the Riviera! That’s the whole effect of storytelling!
Once you have found the story that best fits your radio, know how to place it everywhere so that it is known by everyone.
- On your site of course, on the home page for example, if you can summarize your short story in a few words
- On your social networks as well (Facebook, Twitter, Instagram), the most ideal is to find an image or a video that matches or at least illustrates your storytelling.
- In each of your exchanges about your radio (answer to an interview, exchange with listeners, with a possible collaborator).
- On the air, of course. You can tell your story in a few words in a jingle a little longer than the others (15-20 seconds). However, be careful not to broadcast it too much, otherwise, your listeners will get tired of it. It would be a shame if all your efforts to succeed in your storytelling were counterproductive!