The Power of "What Works": Lessons in Social Media for Radio and Beyond

Radio has been a big part of my life, and I’m always thinking about how to make it better. A lot of what I do now focuses on helping radio stations and individuals refine their social media strategies. Whether you’re managing a station, promoting music, or building a personal brand, there are a few universal truths in content creation, and here’s one I’ve come to rely on: do what works.

It’s simple but powerful advice, and it’s something I heard from Phil Becker, who often says, “Success leaves clues.” That line hit me, and it’s now a core part of my lens. Why did this work? Why didn’t it? If you see something that’s consistently effective, take a note—and apply it. So often, we’re tempted to reinvent the wheel when the clues for success are sitting right in front of us.

The Clues of Success

Authenticity and originality are essential, but if you see a format, technique, or type of post that’s getting traction, don’t be too proud to lean into it. For example, people complain about the classic “car post” on social media, but it’s popular for a reason—it resonates. Similarly, artists sometimes resist posting covers online, feeling it compromises their originality. I get that, but covers can connect you with new audiences, giving them something familiar that hooks their interest and paves the way for your original work.

This doesn’t mean giving up your unique voice or style; it’s about recognizing that the things that work can be part of your mix. Adopt them without guilt, and make them your own. Be creative and take risks—innovation should be part of the recipe too. But as much as you’re experimenting, keep that balance with what’s proven to work.

Ride the Wave, Then Pivot

Trends come and go, and the only constant in social media is change. Algorithms shift, formats get old, and audiences look for the next new thing. If you see a trend that works, ride the wave—then be ready to pivot when it stops. This flexibility keeps your content relevant, and it’s what allows you to stay ahead of the game.

Think about the variety of formats we’ve seen on social media. Reels, TikToks, and even simple photo posts all had their moments in the spotlight. You don’t have to chase every trend, but if there’s something rising in popularity, don’t ignore it. Lean into it, but add your own unique spin.

The Balance of What Works vs. Innovation

This isn’t about playing it safe or posting for the sake of likes. It’s about finding a balance. What works should be your foundation; innovation should be the flair you add to it. Think of it like a recipe. If you’re baking bread, you have the core ingredients you need to make it rise. But that doesn’t mean you can’t throw in a few unexpected flavors to make it your own.

The same logic applies to content. The formats that have proven successful should be your base, but variety is crucial. Don’t limit yourself to one style or theme in every post. People are drawn to the familiar but crave the unexpected. Blending both is how you resonate and stay relevant.

Building Your Own Strategy

So how can you apply this to your own social media approach? Here are some ideas to keep in mind:

1. Study What Works: Look around. What’s performing well in your industry? What are the “car post” or “cover song” equivalents in your niche? Find those clues and make use of them.

2. Put Your Spin on It: Embracing what works doesn’t make you a copycat. Use it as a foundation and infuse it with your brand voice, your values, and your personality.

3. Balance Routine and Innovation: Keep a steady flow of what’s been proven to work, but don’t forget to experiment. Test out new formats, themes, or styles. You’ll keep your audience engaged and curious.

4. Stay Adaptable: Social media shifts. When you sense a change, pivot or adjust as needed. Remember, what works now might not work forever, and that’s okay.

5. Refine and Repeat: If a post does well, take a closer look and see why. Replicate what you’ve learned without trying to reinvent the wheel every time.

Whether you’re working in radio, promoting your music, or simply building a personal brand, remember that success leaves clues. Embrace those tried-and-tested methods. There’s no need to shy away from things that work; in fact, they’re an advantage. But always keep a pulse on changes and adapt as needed. By balancing consistency with adaptability, you can stay fresh, relevant, and impactful.

If you’re out there creating content—no matter your industry—my advice is simple: include what works, make it yours, and keep moving forward. The clues are all around; it’s up to you to find them. Need help? I do this stuff. bo@disruptivesoul.com