The Finney Media Why Listen?® Survey surveyed almost 15,000 respondents from three different formats: Music stations, Music/Teaching stations, All-Teaching stations & programs.
We asked listeners about their use of stations and programs social media. Here’s how we asked the question: Which of the social media sites for the ministry that sent you this survey do you follow?
They could choose from the following:
- Twitter/X
- YouTube
- None of these
Here are the results (percentage of respondents by format):
Hybrid Stations
| 1. None of these | 65% |
| 2. Facebook | 28% |
| 3. YouTube | 11% |
| 4. Instagram | 7% |
| 5. Twitter/X | 2% |
| 6. Pinterest | 1% |
All-Teaching Stations and Programs
| 1. None of these | 67% |
| 2. Facebook | 23% |
| 3. YouTube | 17% |
| 4. Instagram | 5% |
| 5. Twitter/X | 3% |
| 6. Pinterest | 1% |
Headlines
- “None of these” was selected by about two-thirds of respondents. There is room to grow your online relationship with your listener!
- Prioritize! Facebook first. YouTube second. Depending on your capacity, Instagram, Twitter and Pinterest may not be worth your focus.
- Remember that you’re a radio station or program first. We observe radio friends so focused on their social media efforts that their main product – what’s coming out of the speakers – suffers. Make your on-air product the priority.
