So, your employer has social media goals as part of your job. News/talk radio hosts and programmers have a huge issue with these initiatives. There is a good reason why: hosts and programmers want to know what the benefits are for the station brand and for their actual shows.
News/talk radio hosts can be quite a curmudgeonly type of human. The social media space seems often that it is out of whack with the format. This could not be more wrong.
Trying not to be stereotypical, but most news/talk radio hosts are not likely to follow the latest looks from New York Fashion Week. Heck, I know hosts who seemingly wear the same hairstyle today as they did a decade ago.
Why is this important? Social media is a visual medium. Radio is not. If you are a host who has been doing this for a while, the only reason to present yourself well-dressed is at a public event or for a sales call. Those days are over. Hosts are now most likely their own producers as well. Being a social media star is now mandated. But, where to start? Your wonderful employer likely has a strategy and a social media point person. Get to know them.
Updated hairstyles and clothing are important because the best way to reach a large audience is with a reel. Your reel should not look like a hostage video. You should be doing something like walking or dancing poorly. I am a terrible dancer, but it is about being eye-catching.
Ask your Program Director if you can keep the board operator after his/her shift for 30 minutes to shoot some reels. It can be 30 seconds long and be like an explainer video. Your reel must look great. Shooting using a cell phone may not be good enough. There may be some post-shoot editing as well.
Your company may have software that they can upload for you. I use one on my personal laptop: I use Wondershare Filmora, which has AI tools for you to use. You can pay a monthly fee or download the program for one convenient fee. I think that I paid $90. It is really easy to use.
There are a wide range of these programs. I have used a couple over the years and this one seems pretty good. I am no expert and am not getting some sweet side cash. Adobe, Apple, and so many more programs are available and likely can be downloaded on your computer in less than 5 minutes unless your internet sucks.
Do you have a set? A cool backdrop for your reel? I am no interior designer, but it is kind of a good idea and likely very affordable. Hit a garage or yard sale, get some good pictures and a bookshelf. You could get a custom sign or logo produced. This does not need to be too elaborate. Look at The Joe Rogan Experience or what Dave Rubin’s sets look like. These are relatively easy and not too expensive. If social media content production is considered essential by your employer, they need to set up their content creators with a way to look appealing.
You must be eye candy. If you are distinguished but not a magnetically attractive human, I am right there with you. It is like taking those unpleasant lemons and making them into lemonade. Dress up the barn as best you can. If you have a better half, take them to get you dolled up for your future career as a social media influencer. Perhaps distinctive headwear. Make yourself different.
If you are producing a 30-second to 90-second reel, it cannot be too complicated. Likely, explaining the need for tort reform in 30 seconds may be too big a putt. Figure out how to simplify things. Consider this a different type of show prep. If you are in a PPM Market, you already know that short monologues, guest segments, and calls are imperative to keep the show working. The same is true with the reel.
We all look at reels. You stop to watch and listen because something is visually appealing or that you have had positive experiences with previous episodes of that content creator’s product. The goal is to stop people from scrolling and to pay attention to your video. Perhaps, you can have someone in their 20s wearing swimwear and interrupt that attractive person explaining why tax cuts are sexier than that bikini. Consider this one.
I hope that this gives you some ideas. Many of us have been shadow-banned and have a natural cynicism to social media. Your employer likely knows this. This is a part of a radio career in 2025. You are creative and likely are awesome as well. Figure it out!
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Peter Thiele is a weekly news/talk radio columnist for Barrett Media, and an experienced news/talk radio programmer. He currently serves as News/Talk Format Captain for Zimmer Communications. Prior to joining Zimmer, Peter held programming positions in New York City, San Francisco, Des Moines, Little Rock, Greenville, Hunstville, and Joplin. Peter has also worked as a host, account executive and producer in Minneapolis, and San Antonio. He can be found on Twitter at @PeterThiele.
Peter always has the best content. I appreciate his insight.