Social media is a great way to keep in touch with your existing customers, but how can you grow your business?
According to the book, System1: Unlocking Profitable Growth by John Kearon, Orlando Wood, and Tom Ewing, to grow your business, marketers must “target wide, touch deeply and be distinctive.”
How can you do that? According to Pierre Bouvard, Chief Insights Officer at Cumulus Media and Westwood One, the answer is radio. Here are three ways that AM/FM radio makes Facebook ads better.
1. Increased reach
AM/FM radio adds new, different people that Facebook cannot reach.
- AM/FM radio reaches 92% of 18+ adults, outreaching all social media platforms.
- AM/FM radio reaches 56% more consumers 18+ than Facebook, 47% more consumers 18-34 than Facebook, and 43% more consumers 25-54 than Facebook.
2. Ads stand out
AM/FM radio ads are noticed more than Facebook ads.
- According to a study by the Interactive Advertising Bureau (IAB), spoken word (news and weather) and music generate extraordinary levels of consumer concentration, whereas social media has the lowest level of consumer concentration—even less than TV or video. According to Bouvard, that means that when your ad is running on social media, people aren’t paying a lot of attention to the social media, and unfortunately your ad doesn’t get a lot of attention either.
3. More frequency
Ads are exposed more frequently on AM/FM radio than Facebook.
- According to eMarketer’s latest forecast, US adults spend nearly twice as much time listening to AM/FM radio (1 hour and 22 minutes per day) than they do on social media (40 minutes per day).
When you’re looking to reach new customers, radio is key. Radio brings you incremental reach, connecting you with new, different people who aren’t using social media. When you put your ads on radio, consumers will encounter them when they are concentrating and engaged, and your ads will stand out. Additionally, consumers will have the opportunity to encounter your ads twice as often on radio, since people spend twice as much time in a typical day with radio than they do on social media.
Are you ready to reach new and engaged audiences with radio? Contact SMI today.