Radio and media personality Gareth Cliff. (Photo: Jhua-Nine Wyrley-Birch/Maroela Media)
In the midst of a digital world where content flows almost limitlessly and audiences are overloaded daily with superficial and often misleading information, quality content remains an important way to really stand out.
That’s what radio and media personality Gareth Cliff said on the second day of Maroela Media’s Gauteng Klankgolf community radio seminar.
According to Cliff, who has more than 28,000 hours of live broadcasting experience and pioneered local broadcasting with his online radio station, CliffCentral, the “democratization of the internet” has led to content becoming “cheap” and creators needing to work harder than ever to earn audiences’ attention.
For Cliff himself, success no longer necessarily lies in large numbers of listeners. He also emphasized that content creators should focus on quality rather than platforms, trends or numbers.
“I’m not looking for massive audiences anymore. I’m looking for smaller audiences that are more discerning, that have a good income and that are curious. Go fish where the fish are. The platform doesn’t necessarily matter; the quality of your content does.”
Anton Meijer, journalist and radio announcer. (Photo: Jhua-Nine Wyrley-Birch/Maroela Media)
Tanya de Vente-Bijker and Charonike Nel from GrootFM. (Photo: Jhua-Nine Wyrley-Birch/Maroela Media)
He warned that algorithms and guidelines should not determine the direction of content either.
“Don’t let algorithms or rules stop you from creating the type of content you want to create. In a sea of information, audiences choose you and remember you’re competing with everyone and everything – not just other radio stations,” said Cliff.
“We need to protect quality content. The people who make a difference are the ones who create quality content. We ourselves also need to be selective about the content we consume.”
Cliff further expressed his concern about the increasing role and impact of AI-driven content and pointed out that people and content creators, in their search for authenticity, often themselves only imitate others.
Still, he believes the pendulum is also swinging back on AI content.
“With the overwhelming nature of digital content and endless scrolling (scrolling), people will increasingly crave genuine human interaction and imagination. Rather, we want to be stimulated and listen to people who are smarter than us and to things that add meaning to our lives,” he said.
He emphasized that sound and listening are still a powerful way of learning.
“Remember, to stimulate creativity, you need imagination and this is definitely what sound media helps stimulate.”
Against this background, Mia Slabbert, former journalist and digital content creator, focused on how platforms like TikTok can still play a valuable role in expanding radio stations’ communities, provided they are used correctly.
“TikTok is no longer about dance steps, it’s about stories and discovery,” she said.
She emphasized that radio stations already have exactly what this platform longs for, namely community, emotion and storytelling.
“TikTok also offers an opportunity to give viewers a look behind the scenes of the profession, apply trends in a creative way or share opinions.”
However, according to Slabbert, it is important that content is not simply created with the aim of “viral to go” not.
“If it becomes a key performance indicator to create content that spreads like wildfire, you’re on the wrong track.”
According to Slabbert, listeners and viewers follow other people, not platforms.
Mia Slabbert, journalist, photographer and social media expert, talks about the value that TikTok can add for radio stations. (Photo: Jhua-Nine Wyrley-Birch/Maroela Media)
“Authenticity and comfort in sharing opinions, even if they’re not perfectly rounded, is exactly what people resonate with. Audiences almost want to feel like you’re gossiping with them.”
According to Slabbert, humor, shock, inspiration and empathy are also all building blocks of successful content.
She also pointed out that radio stations sit on a “gold mine of content” and have the opportunity to “disclose it to the right people” and make meaningful stories visible.
However, she stressed that curiosity should be cultivated in a tasteful way, rather than tasteless clickbait (click bait) to pursue.
“Authenticity, spontaneity and personality are very important for content.”
Anton Meijer, journalist and radio announcer, gave a presentation during the seminar about Centipede, a new system to help radio stations coordinate their content.
Marietta Kruger, a broadcasting legend and news expert, concluded the event with an interactive workshop on how to create trust, personality and loyalty among listeners.
Marietta Kruger, a broadcasting legend and news expert, concluded the event with an interactive workshop. (Photo: Jhua-Nine Wyrley-Birch/Maroela Media)