Streaming Allowed Audiences To Discover You During The Pandemic: Now, How To Keep Them?

During the lockdowns of 2020, streaming services increased subscribers up to fifty percent, new streaming services were started and everyone was creating video content. Theater companies that previously only produced live stage shows found themselves streaming everything from fully produced musicals adaptations in isolation, readings, meets & greets, and fundraisers. Musicians, artists, and museums jumped online. People who had never visited their local theaters, museum or bought tickets to performances suddenly discovered these organizations and individuals and tuned in.  

Even before the pandemic, many theaters did not have a problem getting new audiences, they had a problem retaining the audiences that they have already reached. When Hamilton first toured the US, theaters sold out, they didn’t have enough tickets to meet the demand. Hamilton attracted traditional ticket buyers but it also attracted people that had never bought theater tickets before. The same was true for people streaming live performances from their local theaters, artists, and museums, many people viewing during the pandemic were not ticket buyers but they showed an interest in what was happening. 

Consumers have endless options for things to watch on screens. Most people have two or more big subscription streaming services like Netflix, Hulu, and Amazon, many have one or two niche services for special affinities like BroadwayHD, Crunchyroll, or Shutter, and many just default to TikTok, YouTube, or others for short from video. But recently, and with the internet overflowing with options, someone watched your show, paid for your content, or donated to your cause – in other words-  someone discovered you. 

No matter what generational category you fall into, Baby Boomer, Millennial, Gen A-Z, the pandemic accelerated your communication and use of tech skills. We learned to text or Zoom or FaceTime and we learned to un-mute, pause for another person to speak, read and write better emails, and the list goes on. Practicing all these skills made us better communicators and better listeners, even if we were listening in disagreement. Here is your chance to use your newfound communication skills to create a lasting relationship with your newfound audiences. 

Here are three tips to keep those supporters connected.

1. Authenticity, Values, Message: What Is Your Mission?

The most successful companies, organizations, and artists have a clearly defined mission. They can tell you why they do what they do, and how they do it. This “how”, “what” and “why” is your mission. Continuously, incorporating your values, ethics, and goals whether blatantly, subtly, or implied into your content and communications will help you align with your best-fitting audience and supporters. 

Here are a few good examples:

Tesla: To accelerate the world’s transition to sustainable energy.

TED: Spread ideas.

Beyonce: Use my art to show the style, elegance, and attraction in men and women of color.

Roundabout Theatre Company: Celebrate the power of theatre by spotlighting classics from the past, cultivating new works of the present, and educating minds for the future.

2. Steady Flow of Digital Content

You discovered new audiences online so keep the online content going. It can be new content or refreshing your older content, pure entertainment, or educational content, short or long-form but a steady flow of content shows that you are still in business and mean business. Even non-profit organizations have to act entrepreneurial and compete in commercial environments for audiences.

Different messages and different types of digital content will work better with different audience members. Linking to “how to’s”, messages from leadership, expert panels, first look at new shows or songs, there are dozens of types of digital engagement and something to fit every budget. 

3. Ask Don’t Sell

We are slowly moving toward a world where consent matters. It’s important, and in some cases, has legal implications, to ask for permission to send messages, share emails or give updates. If you can communicate your mission to your new audiences while providing information and content that matters to them, they will likely be willing to sign up for your newsletter, follow you on social media, support you with word of mouth or financially. “Would you like to sign up for our newsletter?” versus “Buy Now”.  Asking to inform about your business, performance or show is usually a better approach for a long-term customer relationship than inundating someone with unwanted messages. 

At BroadwayHD, we are finding more and more evidence that long-form digital content is the gateway to the live experience. Audiences that never attended live performances are more likely to buy a ticket to your in-person show if they support your online efforts. Live streaming and digital captures of full productions and concerts are commercials for shows, artists and theater companies. And the short-form content is the awareness building of your mission and organization. Congratulations on being discovered, your message resonated with someone.  

Also by Bonnie Comley:

Artists Move Online: The Pandemic Creates a Generation of Internet Artrepreneurs

Digital Engagement for Theater Professionals