Strategise on Digital
Evidence-backed tips and tactics for sustaining audience engagement
The digital landscape has changed dramatically since the start of the pandemic - some audience members are experiencing ‘screen fatigue,’ but many are committed to the format and prepared to invest in online content in the long-term.
Cultivate your digital devotees by adopting a ‘less is more’ approach to online content, and prioritising quality over quantity. Tips and tactics include:
As live events have resumed in many places, digital participation is changing. It’s a good time to review your digital strategy with reference to the latest participation figures (or develop one!)
‘Screen fatigue’ is a factor right now, and less can be more: Consider the case to concentrate on fewer, better quality online experiences targeted to those who want to engage online.
Don’t be afraid to charge more for very high-quality works – digital devotees are willing to pay.
Manage expectations about the reach of digital experiences – and explore business models for small groups of highly engaged users.
Consider whether live-streamed, recorded or hybrid models are right for you and your audience by examining the costs and benefits of each (For tips and templates for understanding the culture and logistics of digital programming, check out Our Hybrid Future by Kate Larsen).
Given the costs of producing online content, Stuart Buchanan (Head of Digital Programming at the Sydney Opera House) suggests that digital content needs to be available on-demand for longer (rather than just live) for it to be financially viable – consider these factors when negotiating licences.
Audiences ascribe higher value to experiences that are interactive and those that are educational - so consider how these ideas relate to your online work and pricing strategies.
Look at ways that you can elevate the voice of the artist before, during and/or after digital experiences, as many audiences find this appealing.
Consider how ‘taster’ content can help audiences discover your work - and how you’ll deepen engagement after watching, for example with longer-form content or a ticket discount to experience a work in full.
Review your email marketing strategy as most audiences rely on e-news to find out about digital experiences. Look at ways to optimise open rates and click-through rates and conversions, for instance using A/B testing.
For digital programming, think about ways you can take advantage of the online medium to facilitate social connection and establish atmosphere – as this is what audiences are craving.
Develop a strategy to build your email list and incentivise subscriptions, for instance by running a competition with a prize draw.
The facts
Participation in online arts and culture has decreased bewteen May 2020 (75%) and July 2021 (44%, down from 47% in March 2021) – and after a boom in the early pandemic, is now relatively stable.
Just over half of audience members see an ongoing role for digital events in their lives (52%), though among those, most see it as a small role (81%) rather than a substantial role (19%).
Ease of access, the comfort of attending from one’s own home, accessibility benefits and the ability to access interstate and international events makes online participation a worthwhile alternative to in-person attendance.
A third of audience members paid for an online experience in the fortnight before data collection (33%, down from 37% in March 2021) - but of this cohort, the proportion spending over $50 on online experiences had increased (44%, up from 41% in March).
The digital market is maturing, with online offerings becoming more sophisticated – and digital devotees are more likely to be spending in greater amounts.
Most audience members going online are tuning in to digital events alone (70%), but many report using online participation to connect with loved ones – suggesting an opportunity to make room for the social aspects of online participation.
Key perspectives
In our recent webinar with Stuart Buchanan from the Sydney Opera House, he noted an opportunity to establish interactive elements to digital performances in new and creative ways – such as a virtual foyer where audiences can mingle with performers.
“I love seeing how directors interpret and present classic plays online - the creativity of different set designs along with the talented delivery of nuance by actors. Nothing beats live performances but some performances I’d never get to see if they weren’t online. So definitely this will be something I continue to engage with long term.”
“Take advantage of opportunities to train your staff in digital marketing and production...upskill staff in new technologies and modes of communication during periods of restricted movement.”
