TikTok appears to be moving one step closer to a classic radio experience by considering the addition of voice calls. That’s right, TikTok is toying with the idea of saying the phone lines are open.
In some ways, a TikTok account functions as an updated version of a radio station. Hosts put out content, and the audience reacts — currently through text replies. That exchange creates a “you need to see this” energy, similar to the buzz radio stations once generated.
TikTok Tests a Familiar Radio Tactic
TikTok is now considering a feature that was traditionally a key part of the radio experience. According to an article on We Are Social Media (wersm.com), screenshots recently surfaced showing a possible voice call option. That option appears to sit inside TikTok’s direct messaging function. That would mean a user could call the creator directly after watching a video, just like on the radio.
The new feature does come with some restrictions. It requires both participants to already be friends and includes a “mute calls” option. Those refinements matter because platforms often experiment with features that never get rolled out. This level of development, however, suggests TikTok is genuinely invested in the idea.
Why Retention Matters
Adding this level of communication tracks with a proven best practice in audience engagement. Focus more on what you own — your transmitter and your email database — where you control the relationship. Focus less on what you rent, like social media accounts, where you have no real control.
For TikTok, adding voice calls to the feedback loop cuts down on the need to leave the platform. Otherwise, users might continue the conversation elsewhere, on apps like WhatsApp or FaceTime. As the article’s author Marcel D. points out, “For TikTok, every retained interaction is valuable.”
He goes on to explain that direct communication, like phone calls, means “the platform becomes the place where discovery turns into contact.” He says this matters because the goal for social platforms is no longer just competing for posts or views. Instead, the real competition now is to become the place where users grow and maintain relationships.
What It Means for Radio
Now read that last paragraph again. Consider how much “being the place where discovery turns into contact” describes radio’s current challenge. The same goes for “competing to be the place where users grow and maintain relationships.”
Accomplishing that has certainly gotten harder, even as the slightly older Classic Rock/Hits audience moves away from phone calls. Instead, that audience increasingly defaults to texting and social media for communication.
To be fair, external technology isn’t the only reason fewer callers reach the air today. The self-inflicted wounds of voice tracking and staff reductions have also had an impact. Still, radio may have been too quick to abandon the dimension phone calls and listener voices bring to the air. At least the folks at TikTok, who’ve grown their user base successfully, seem to think it’s valuable.
Getting Listeners Back on the Phone
The primary audience for your Classic Rock/Hits station grew up hearing phone calls on the air. So, here are a few thoughts on re-establishing that connection with listeners:
Compelling Content: If your show or station isn’t getting phone calls, start by examining the content. It needs to be timely, topical, and engaging enough that listeners want to join the conversation.
Prime the Pump: If your station hasn’t taken calls from the audience with any regularity in a long time, start slow. Just airing a few calls sends a message to the audience. Calling your station, in other words, could be rewarded with airtime.
Fake It Til You Make It: While connecting with the audience is important, radio is primarily an entertainment medium. There’s nothing wrong with using friends, co-workers, or even AI to generate interesting phone content.
A Little Bribe Never Hurt: There’s also nothing wrong with rewarding callers for great content. Ask listeners to call in for a chance to win something, and the phones will light up. Use that excitement to generate content from listeners eager to win prizes.
The more you engage in conversations with your audience, the stronger their bond to the station will be. And that’s the type of connection that can boost not only ratings, but revenue as well.
Barrett Media produces daily content on the music, news, and sports media industries. Sign up for our newsletters to stay updated and get the latest information right in your inbox.
Mike Stern is a Classic Rock columnist and Features writer for Barrett Media. He has been with Jacobs Media consulting stations in the Classic Rock, Rock, Alternative and AAA world for more than a decade. Prior to that he programmed stations in Chicago, Detroit, Denver Las Vegas and other markets. He also worked as News/Talk Editor for Radio and Records, wrote about Top 40 Radio for Billboard Magazine and had his own radio talent coaching business called Talent Mechanic.
