What does radio have to do with Social Media? If that’s the question on your mind then this infographic and analysis is for you. In this post I will take you through the landscape of South African Radio Stations on Social Media, who is out performing who, listeners Vs likes, do the radio hosts have any influence on how their stations perform on Facebook and Twitter? All these questions will be answered if you continue reading.
5FM is the most successful radio station on Social Media, they have the highest followers on Twitter and Instagram. They have managed to convert 41.7% of their listeners to Twitter followers, this is the highest conversion rate across all three platforms that we analysed. uKhozi Fm the largest and one of the oldest radio station in the country has a conversion rate of 1.5%. Khozi FM has the potential to lead the social media space if they increase their conversion rate. 702 has the second highest conversion rate of 39.5% but has the least number of listeners, they have been very successful at managing their social media and creating content that appeals to their market.
It is surprising that nine out of ten of the radio stations have a listener-ship of more than one million but none of them have a million followers on any of their social media platforms. Metro FM is the only station that has passed the five hundred thousand mark on Facebook and is steady approaching one million likes. We anticipating them reaching one million in the first quarter of 2016. Although YFM and Kaya FM are the only radio stations still in their teens (18 years) but YFM has the second highest number of likes on their Facebook page it has the highest conversion rate (23.6%). YFM is also the only provincial radio station that has managed to do this in the shortest amount of time, a contributing factor to this is that its primary target market is the youth and them being located in the most populated province country has major advantage.
The king of Instagram amongst the radio stations is Five FM with over thirty thousand followers on their account and they have the highest conversion rate of 1.8%. The conversion rate is still very low and can be improved and it will as more and more South Africans join the photo sharing platform. Khozi FM with the highest listener-ship still hasn’t managed to lead on any of the social platforms but has come very close on Instagram with just above twenty five thousand followers on their Instagram account.
We at Black Smoke believe that social media will be the future of radio, as more and media moves from analog to digital radio stations will have to give more attention to their social media strategy if they haven’t started already.
Download the full infographic below