As the social media landscape continues to shift, the mission of public media remains the same. Our current and future audiences reside on social media and younger generations are especially driven by purpose and causes.
One of the most important things we can do as an industry is retain the audience we already have by consistently reminding them of public radio’s unique value like local reporting, music discovery, and a commercial-free experience (to name a few). Just as important is reaching new listeners, especially those who don’t yet understand what it means to support public media.
Younger audiences live on social platforms. They consume content that’s fast moving and easy to understand and they respond to content that is aligned with their values. That’s where “edutainment” comes in, content that informs and entertains in a voice that feels familiar to them. Paragon client KTBG The Bridge in Kansas City has multiple examples of impactful edutainment content, like this one.
Below are five tips to create meaningful edutainment content that goes beyond just “posting” and instead helps grow awareness, relevance, and long-term support for public radio while building a younger audience along the way.
Format: Reels + Carrousels
Video remains one of the most effective ways to share edutainment content. Prioritize Reels on Instagram and Facebook, TikTok, and YouTube Shorts. If internal bandwidth isn’t there, carousels are a strong alternative. Just make sure each slide has a clear hook that encourages swiping, saving, and sharing.
Content: Show Station Personality
Use this content to highlight your station’s personality. For current listeners, putting a face to a familiar voice builds connection. For new audiences, it’s a way to introduce your tone and vibe. Include hosts or staff in your content and film inside the studio or station to give it context.
Aesthetic: Text Overlay
For Reels, use text overlays to describe the content, enable closed captions, and choose a strong text-based cover image. For carousels, add text to each slide to keep people engaged. Make sure each slide has a reason to keep viewers swiping.
Platform: Recycle to Amplify
Download Reels from Instagram and post them to TikTok and YouTube Shorts. This extends your reach and saves time. One piece of content can go a long way with minimal extra effort.
Quality: Keep it Real
Focus on authenticity over polish. High production values are not necessary. A phone-shot video edited within Instagram is totally acceptable. Social users are drawn to real, relatable content!
Edutainment through social media is a practical way to draw attention to public media for young people who spend more time on socials than radio. But for many, discovering public media is just the first step to a lifelong relationship. Social media edutainment campaigns are at the top of the funnel that eventually results to membership and giving, which is critical to public media’s sustainability.
Leave A Comment