As radio broadcasters, we create audio content day in and day out. Unfortunately, audio doesn't go viral on social media. If we want our audio content to spread, it's best to turn it into video before posting it to social networks. Fortunately, there are a host of tools to help us do that.

Audiograms

Radio morning shows routinely take an excerpt from their latest show and repurpose as a recorded promo. That same recorded promo can also be repurposed as an audiogram.

An audiogram is a video that combines a static image with a waveform to match overlayed audio. For example, here is an audiogram that I recently created for my podcast, The D Brief:

There are a number of tools available to help you quickly and easily convert your audio into audiogram. The audiogram above was made with Wavve.co. You may also want to look into Audiogram, Repurpose, or SpareMin. Many podcasters use Auphonic to polish up the sound quality of their episodes, and it is also capable of creating audiograms.

Here is an audiogram made with Audiogram:

Ripl and Sweepers

Another tool that I like to use is Ripl. Ripl is a smartphone app that allows you to take a produced sweeper and turn it into a short video promo, like this:

Ripl is designed to be a full-blown social media marketing solution, allowing you to easily share videos to Facebook, Twitter, Instagram, and YouTube. It also provides analytics so you can measure the engagement your videos produce.

Sometimes I use Ripl for generic promos like the one above. Other times, I'll use to promote a specific podcast episode:

Your radio station can use Ripl to promote upcoming interviews, contest, or station events.

Note that these tools produce square videos. That's because Instagram uses square videos, and because square videos take up more of the screen when viewed in Facebook on a smartphone.

Experiment with these tools and see if you can find one that fits best into your workflow. By taking a few extra minutes each day, you can repurpose your radio station's on-air content as videos that are more likely to be shared on social media.

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Seth Resler

Digital Dot Connector at Jacobs Media Strategies

Seth Resler is a 25-year broadcasting and podcasting veteran who worked on the mic and behind the programming desk at radio stations in New York City (WXRK), Boston (WBCN), Seattle (KNDD), St. Louis (KPNT), Providence (WBRU), and Silicon Valley (KEZR) before crossing into online marketing. As the digital strategist at Jacobs Media, Seth works with radio stations across the U.S., helping them design and implement action plans that combine websites, social media, email marketing, search engine optimization, content marketing, lead generation, and other online tools. Seth is currently the Vice-Chair of the Michigan Association of Broadcasters Foundation. He is also the founder of Community Marketing Revolution.

Latest posts by Seth Resler (see all)

• Rethinking Radio Station Swag in Light of Social Identity - March 27, 2023
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• What Are the Goals of Your Radio Station's Website? - March 20, 2023

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