Harnessing User-Generated Content


As you know and still hear frequently here, content is king. Fresh content is what brings visitors back to our website consistently.  It’s vital if we want to generate revenue with our websites.  AI content is all the buzz, but someone at the station still needs to be behind the wheel to ensure that it’s accurate and in the station’s voice.  The fact is that not all content needs to be created by your radio station. User-generated content (UGC) is any form of content created by your listeners and website visitors.  UGC can be a powerful tool for radio stations.

User-generated content can take many forms, including comments, reviews, photos, videos, blog posts, social media posts, and more. Here are a few ways radio stations can use UGC on their websites:

Leveraging User-Generated Content on Your Website

Comments: Enable comments on your website to get listener feedback on local news posts, blog posts, etc. We know of a few radio stations that would see a significant drop in visitors if their comment sections were to go away.

Event Calendars: If your station displays local events, allow and promote the ability for listeners to submit their community events, yard sales, church events, etc.

Listener Testimonials: Encourage listeners to share their experiences with your station and how it impacts them. These testimonials can be featured on your website as a powerful form of social proof.  “Social proof” is building credibility and trust by showcasing what others think. Instead of promoting your business alone, you do it through others, helping a new audience discover your station or group.

Photo and Video Submissions: Encourage listeners to submit photos or videos related to your station or events. These can be featured in a gallery on your website. For instance, a radio station hosting a concert could ask listeners to share their concert photos and videos, creating a vibrant, interactive gallery of the event.

Listener Polls and Surveys: Use your website to conduct polls or surveys. This provides valuable listener feedback and generates content that can be shared on your website. For example, an on-air show could poll listeners to vote for their favorite song of the week, then share the results on their website or vice versa.

Taking polls to the next level, we’ve seen several stations get amazing results from hosting a “Best Of” promotion where website visitors vote for their favorite local businesses in several categories.  Here are some links to check out:  https://www.radioalabama.net/contests/bestofthecoosavalley and https://myfmquestforthebest.com.

The Power of User-Generated Content

You may be asking yourself, why wouldn’t I do all these things on social media?  Their tools are much easier to manage, and there’s little effort involved in implementing them.  Here are some ways radio stations can benefit from User-Generated Content on their website:

Increased Website Traffic: Your on-air rates would increase if you knew everyone was listening to your radio station, correct? The same holds for your website. More visitors = more revenue.  Facebook, Twitter, Pinterest, TikTok, and the rest are not paying content creators for more engagement.  So, it’s important to drive traffic to the places where you hold the cards.

Cost-Effective Content: If you don’t have a large staff to create content for the website, UGC provides a cost-effective way to generate it. This can be particularly beneficial for smaller stations with limited resources.

Authenticity: UGC is perceived as more authentic and trustworthy than brand-created content. It’s created by real people sharing their real experiences, making it more relatable and credible.

Encourages Participation: UGC encourages interaction and engagement. When listeners see their content featured on your website, they will likely share it with their networks, increasing engagement and reach. This active engagement can lead to higher listener retention and satisfaction.

Boosts SEO: UGC can help improve a radio station’s search engine optimization (SEO). Search engines like Google value fresh and unique content and a steady stream of UGC can provide this. UGC-like reviews and comments can also contain relevant keywords that further boost SEO.

Increases Listener Loyalty: When listeners see their content featured on a radio station’s platforms, they feel valued and appreciated. This can increase listener loyalty and encourage them to engage more frequently with the station.

Provides Valuable Insights: UGC can provide valuable insights into listeners’ preferences, opinions, and behaviors. This can help you to make better programming decisions and marketing strategies. For example, if a particular song consistently generates positive UGC, it might be worth playing more often.

Promotes Viral Marketing: UGC has the potential to go viral. A unique listener post or an engaging contest can quickly spread across social media, bringing significant attention to your radio station.

Enhances Community Building: UGC can help build community among listeners. By sharing their thoughts, experiences, and content, listeners can connect, fostering community around your radio station.


User-generated content is a powerful tool for radio stations. Incorporating UGC into your website can create a more engaging, interactive, and authentic online experience for your listeners. Radio stations can enhance their content strategy, better engage and retain listeUser-generated content is a powerful tool for radio stations. Incorporating UGC into your website can create a more engaging, interactive, and authentic online experience for your listeners. ers, and gain valuable insights while saving resources. Does your station website harness the power of UGC?  Your listeners are already talking about your radio station. It’s time to amplify their voices on your website.

Have an awesome week online making your radio website better.  See you next time!

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We want to help your radio station grow and succeed online.  That journey starts with an amazing website that keeps visitors coming back often.  Reach out to us to start your path to online success, or schedule an appointment to see our tools in action.