The role of the influencer is a key cog in today’s marketing wheel and radio personalities have been at the forefront of this connection since laundry detergents were sponsoring radio shows.
This role has been enhanced in recent years as on-air endorsements have segued into social media posts that tout products. The success of these campaigns, of course, depends on the trust the audience has in the radio personality.
“That's the great thing about radio… that connection that you have,” Angela Yee, co-host of the Premiere Networks-syndicated “The Breakfast Club” says. “It's not like you're a celebrity, it's more like you're their friend and they trust you. That is how I look at what I do and why I do what I do.”
Yee, along with Big Tigger, morning host at Audacy urban contemporary “V-103” WVEE Atlanta, participated in a presentation on Influencer Marketing at last week’s ANA Audio Summit.
Tammy Greenberg, Senior VP of Business Development at the RAB moderated the session and spoke of the $16 billion influencer business, which “radio personality endorsements are not included in that number… that’s a completely additional number,” she tells attendees. “Do you consider yourself social influencers?” she asked the veteran personalities.
“Before there were social influencers online, there were just influencers,” Tigger explains. “Social media influencers are just another vehicle for it… it's just a platform where you're being an influence.” He continues, “We were doing something on a platform that was radio and television, it was the standard so to speak. So, these brands wanted us to be influencers in general… The only difference I'd say between being a social influencer and what we grew up as – regular influences – is the platform.”
“To add on to what Tigger said, it’s also engagement,” Yee says. “There are people that can get a ton of likes and views. But that doesn't necessarily mean that people engage with you and trust you… If I'm posting about something, it's because I want to. I don't have to, and I'm not doing it just to get a check.”
Both Yee and Tigger say they endorse products or businesses that they believe in, and many times, use themselves. Citing Zip Recruiter as an example, Yee, a business owner herself, says “I do those reads because I really use it and I see value in it.”
“People want it to feel authentic, they want to believe that you actually use the product,” Tigger adds. “If it feels like an ad, the engagement is always not as high… but if it's really organic looking and feeling… or [the audience] notices you talking about something or it comes up in regular conversation, then it's authentic and organic.”
The best endorsement partnerships, whether on-air or on social media, work when the client and the talent are on the same page.
“I love when I'm able to talk to the client directly. So that I can be as educated as possible,” Yee explains. “If I'm endorsing something, or we're doing a campaign, I want to make sure that I have all the right points and things that I want to make sure we bring to the forefront… We want to be able to really just craft the conversation and make it as organic as possible.”
Tigger agrees but also says flexibility is key for campaigns he has done that have been successful. “Because lots of times, especially when ad agencies are used, they have [no] idea of how we talk to our listeners,” he says. In that case, he prefers bullet points as opposed to a script. “Give me the things I need to hit on. And let me craft the message in my own way.”
Both personalities agree that incentives for the listeners, and social media followers, will help ensure a successful campaign. “Also, that discount code that you offer us to offer our listeners is also trackable for you… you can see what the impact is or isn't, you can chase your ROI as well.”