I'm still puzzling over the new social media strategy at Radio 2 and Radio 6Music, mothballing their Facebook and X accounts, in favour of concentration on Instagram and TikTok.
One of Radio 1 long-term strategies in the face of declining linear audiences was 'reach' through social media, pushing clip offers such as the live lounge through all forms of social media. So why on earth should Radio 2 spurn the Facebook-eyeballs and possible links to, say, the Piano Room, from 740,000 followers of its two X/Twitter accounts and 932,000 followers on Facebook ?
Facebook was hardly embraced by Radio 2 in recent months, with sporadic posts - 26th June 2023, about Candi Staton, 23rd September 2023, about Radio 2 In The Park, 4th October 2023, Annie McManus doing an Adele impression for BBC Sounds, 9th February 2024, Rick Astley in the Piano Room and 13th February tribute to Steve Wright.
But most players on social media have found strategies for re-using content efficiently and easily across X/Twitter, Facebook, Instagram, TikTok and YouTube. The briefing from Broadcasting House seems to be a drive for a younger audience - in the UK, the majority of TikTok users are under 35, whilst the majority of Facebook users are over 35. In what world is this move compatible with "Value For All" ?
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