What Your Audience Is Doing When They're Not Listening To You
April 26, 2016
Your audience is likely listening to your station every day.
They rely on you to keep them company while they work, and when they drive. They trust you'll curate the best music, and keep them informed.
We also know they are getting distracted by other platforms trying to earn their attention, too. And these sources aren't the typical stations up or down the dial.
They happen to be some of the most awesome time sucks of today's culture.
So as you study the infographic below created by Excelacom - "2016 What Happens in an Internet Minute," ask yourself; with all of this happening - how do our radio stations best serve the audience's daily lives?
It's a serious traffic jam out there:
And it's only going to get noisier.
People are already toggling two or more social platforms and moving from device to device.
It's critical we understand what fans are doing when they're not tuned into us; or when they are listening but dividing their attention between us and other activities.
Knowledge is power.
So knowing where they are (mobile) and what they're doing (social, music, personal) is half the battle.
We then need to always assess our content.
When we're posting, tweeting, or snapping, "Katy Perry tickets at 2:15," or other random self-serving stuff, we're probably not cutting through as we need to.
It's more about being useful in the social space. Brands that are useful are memorable.
Study what triggers reaction (what served as useful) - and equally, study what content gets ignored. And stop doing what they ignore.
Mediocre content is as brand erosive as a bad break. Over time, the audience becomes fatigued and unmoved. In short, they become passive fans.
And there is no value in a passive social fan base.
Make fans feel involved.
That's what aligns loyalty with brands.
Always assess what we're creating and how we're forming our image.
Remember what's happening every 60 seconds in lives of the audience. How can you make your station cut through all of that noise?
Reach out to me anytime on Twitter @lorilewis.
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