Today, our Senior Manager of Content & Promotions, Anne Marie Robson, answers another common question that we hear from clients looking for ways to boost online engagement.
How can I grow my online listening in 2018?
Anne Marie: This is a great question! The increase in streaming audio listenership has opened up a number of opportunities for radio broadcasters to grow their share of digital traffic. While you’re making your resolutions for the new year, consider these three tactics for growing your online listening:
Create Exclusive Content Online
One of the ways that radio broadcasters can boost streaming listenership is by creating new and unique content specifically for online distribution. Examples of this include supplemental, niche channels dedicated to a popular format, like Country or Pop, as well as online-only shows by popular talent. Exclusive online content provides your listeners with additional ways to engage with your brand and personalities throughout the day. You can also leverage on-air ad spots to promote your online listening opportunities and drive traffic to your site.
Offer Programming During Peak Listening Times
According to insights and trends provided by Triton Digital and Webcast Metrics®, streaming audio listening peaks midday and remains strong into the evening hours. Prime time for digital listening in May of 2017 was 2:00pm local time. Take these statistics into consideration when programming digital content, pinpointing the ideal hour(s) when your target audience is tuning in.
Podcasting
Podcasts are seeing massive growth, with approximately 24% of the population listening to a podcast daily. The 2017 Infinite Dial study also revealed that over 44 million Americans over the age of 12 (40%) have listened to at least one podcast. Broaden your digital offerings and encourage growth in online listening by expanding your programming with podcasts. Getting started can be as easy as re-purposing some of your on-air content!
For more new years’ resolutions for your digital strategy in 2018, check out this recent post.
