As technology has evolved, so has radio. No longer is it just a standalone device that you may have in a room that is plugged in and has to be tuned; it can come in many different shapes and forms.
Some devices include a radio within them. Even the basics of mobile phones before the advent of smartphones and their ability to download apps had a radio feature. However, it’s arguably these devices and inventions that have enabled the radio to thrive and grow.
Admittedly, it’s not just radio where smartphones have had a huge and transformative impact on entertainment. As people continue to lead busy lives, time can be precious. We can pick up our devices and instantly consume whatever we want.
Individuals can use these gadgets to watch their favorite TV shows and films, play mobile games, or even dabble in a session of online pokies as they can simply log on to a site using the internet and enjoy the convenience offered.
What’s more, they allow us to multitask, which has allowed radio to thrive. Users can load up the app of their favorite station or broadcaster, listen to live radio and enjoy the other forms of entertainment that they want simultaneously.
Radio: how digital platforms boost listener engagement currently
Radio is all about its listeners. Without them, the stations or programs that are broadcast wouldn’t be worthwhile. Podcasts have been created as a short form of radio, although they are more about people speaking rather than new or classic music being played. Still, their main business model is all about attracting as many listeners as possible.
Technological advances such as the availability and improvement of the internet have helped boost it. Digital platforms have been created that allow people to interact and engage more so than they have ever before, helping them to feel part of the show and give their input.
By logging on to a digital platform – whether it be a traditional website or using an app – users can do so much more than just listen. They can get themselves involved by sending messages to the show directly from the platform, while they can engage in interactive features that a show may have. For example, a show may look to find an answer to a question or topic that has been discussed and could use a poll. Listeners can then vote on that poll and give the show a real-time answer about their thoughts. This could then allow the broadcaster to discuss it and get their listeners involved.
Indeed, there are so many other ways that engagement can be boosted. Digital platforms have started to provide information about the latest news stories as a means of generating more interest. As people click on their platform, they may be encouraged to listen to what is being played at the time, thus actively increasing the number of listeners. At the same time, the radio station may offer competitions that listeners can get involved in. This can boost engagement as people may want to win what is being offered.
How could radio stations boost listener engagement further?
Digital platforms can become more personalized than traditional forms of radio, as they can be tailored to a user’s preferences. There’ve already been examples whereby users can choose the type of station that they wish to listen to like Global Player, giving them full control over the type of music they have. However, it’s possible that more could be done to enhance the overall experience.
A broadcaster could look to gamify the experience. Users who return or log in frequently could earn some form of points, which could translate into a prize. It could be something like free entry into a competition, a shout-out on a program of their choosing, or even merchandise that the station has.
In addition, digital platforms could look to create a level of exclusivity, highlighting a sense of value they could show to those who frequently listen. By providing them with something that not everyone else is able to access or gain, the platform could show how much it appreciates those who use it, which could lead to listener engagement being boosted even further.
Does radio have a bright future on a digital platform?
Given that people don’t always have the time to sit and listen to a traditional radio due to their hectic lives, digital platforms have become a useful tool to help boost listener engagement further. People can access them whenever they want while being able to interact in new ways compared to those of yesteryear.
At the same time, with the rate which technology continues to evolve, it’s entirely possible to expect digital platforms to continue to improve and help radio stations and broadcasters boost listener engagement even further in the future.
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