Audience Journey, how to make your audience fall in love with you

From Prime Time to My Time, whether it's Nicholas Negroponte in his Wired article "The Blockbuster Myth" or Oprah Winfrey when she launched her OWN platform in January 2011, the term articulates exceptionally well how the way we consume entertainment has evolved. Digital platforms disrupted traditional models, transforming the audience and empowering them with control and the ability to choose.

The Evolution of Streaming revolutionized how we consume media and entertainment. Access to audio, video, or other content through the internet, directly to the user's device without the need for downloading or physical copies, changed our ecosystem; where digital content platforms compete for the consumer's attention and he/she (the consumer) found a better user experience in Streaming and Smart TVs, consuming content on the best platform ever: the screen in their living room.

However, simultaneous interaction across various digital content platforms allows consumers to experience an individual and immersive journey defined by technological advancements (such as the launch of Apple Vision Pro in June 2023) and new ways of engaging with them. This complexity makes it even more challenging to track this journey with multiple touchpoints.

An ecosystem defined by audience engagement through complex variables like talent and social media, where word of mouth/buzz is part of the equation and where there are no set rules.

So... How do we connect with our audience (potential consumers of brands, products, and services) with the right message, at the right time, on the right platform(s), in the right format, without disrupting their (content consumption) experience, at the lowest possible cost?

The biggest challenge for media (and brands) is the lack of connection with their audience. Everyone has TikTok, Instagram, Twitter, etc. However, how does the audience connect with our content, with our brand, how do they find us?

In this complex and fascinating environment, it's not enough to just know how many people accessed content... the key is... placing the Audience at the center of everything: Audience Centric.

To grab their attention, to connect, we need to gain a better understanding of what they demand, their preferences, what interests them, how they engage with media today, platforms, social media... what do they post, who do they share with?

Nowadays, who hasn't experienced being at a party where someone recommends a show or a series? In that moment, while being served a drink, they Google it, look up the lead actor, visit the Instagram page of the platform where the content is available, see which of their friends liked it, click on a YouTube trailer link, visit the platform's website to watch it later, leave the party and see a billboard for the recommended show, scan the QR code that takes them to the fan page... and win access to a meet & greet, invite their friends, and post on their Instagram... understanding that we are all stories, not statistics.

And although we live this day by day... we tend to replicate whatever is done in traditional media, overlooking that social media requires native (or innovative) formats for these platforms that make sense. People (YOU/our audience) are looking for a conversation, so let's be conversational, let's encourage conversation. Let's aim to build a direct line to our consumers, our fans, for a long-term relationship.

Traditional metrics are evolving, and we must make use of the new, disruptive, and innovative ones. All of these to identify, understand, and analyze all digital interactions different from content and all forms of interaction, consumption moments, touchpoints...

Content platform operators know exactly what consumers are watching on their platform, but the most important question is what they're watching on other platforms. Julia Alexander, Director of Strategy at Parrot Analytics, presents the "interest and exposure habits funnel, creating a complex spiral of behavior that can be used to predict the best recommendation path for audiences." Observing this reference spiral is crucial in understanding the audience journey.[2]

With the proliferation of platforms, audiences are fragmenting. According to TechCrunch, the average time children aged 4 to 18 spent watching TikTok (91 minutes per day) and YouTube (56 minutes per day) surpassed the time spent on streaming platforms like Disney+ (47 minutes), Netflix (45 minutes), Prime Video (40 minutes), and Hulu (38 minutes) by the end of 2021. [3]

A better understanding of the audience and their journey across platforms defines the foundation of personalization strategies. Understanding that we're not seeking a one-night stand or a fleeting encounter, but rather a long-term relationship. By personalizing content and experiences offered across different platforms, tailored recommendations are generated, personalized messages are crafted, and advertising is targeted to enhance engagement. These strategies have been successfully implemented by video streaming platforms, achieving higher retention rates, and by notable increases in customer acquisition for audio streaming platforms, among others.

The benefits of personalization include increased effectiveness in segmentation, reduced research costs, message relevance, and higher conversion rates.

[4]

Personalization involves designing strategies based on data collection, adding intelligence to the data, and using it to create better ways of connecting with and impacting your audience.

Incredible opportunities and examples arise and are discussed daily, such as the lifestyle bundles that Evan Shapiro, Media Cartographer, proposes.?[5]

When we listen, we learn, store the information provided to us, understand, and identify the user/audience at all touchpoints, we can create this long-term relationship and impact them with relevant messages without affecting their experience.

However, like any relationship, it requires commitment and dedication, constant effort, communication, nurturing the bond (with the audience), evolving, innovating, and being creative (in analysis as well as communication), constantly surprising and captivating your audience; if not... someone else will.?

[1]?Comcast advertising InSites: https://www.mediavillage.com/article/the-evolution-of-streaming-a-timeline-infographic/

Television business International: https://tbivision.com/2023/07/03/tbi-tech-analysis-making-sense-of-north-americas-pay-tv-streaming-landscape/#close-modal

[2]?Parrot Perspective: Julia Alexander's biggest trends and lessons from 2022, and predictions for 2023

https://www.parrotanalytics.com/academy/parrot-perspective-julia-alexanders-biggest-trends-and-lessons-from-2022-and-predictions-for-2023

[3]?https://www.latimes.com/entertainment-arts/story/2023-06-15/netflix-tiktok-quibi-streaming-social-media-future

[4]?The Story behind Netflix Thumbnails.?https://www.tiktok.com/@in.good.company/video/7065720135188843782?is_from_webapp=1&sender_device=pc&web_id=7249953883761395206

[5]?Media War & Peace: Evan Shapiro, June 2022. Media War & Peace: Evan Shapiro, Let’s get ready to bundle. May 2022 https://eshap.substack.com/p/lets-get-ready-to-bundle