Thanks in large part to massive growth in the livestreaming space, the creator economy is booming. But a major challenge remains for livestreaming platforms: how do you get your creators – the lifeblood of the streaming space – to create? And how do you keep them coming back?
One company that excels at driving connection, community, and conversations among creators and fans is YouNow, a livestreaming platform available on iOS, Android, and on the web. Launched in 2011 as a place for creating and sharing live content, meeting people and interacting in real time, YouNow has grown rapidly to 55 million registered users.
To find out how YouNow manages to successfully engage and retain content creators, we interviewed Rory Geoghegan, the company’s head of product, for the Mobile Presence podcast. Geoghegan is an accomplished product manager and an expert in delivering compelling digital experiences and focused product solutions.
In this episode, he discusses best practices for combining the right product features and the right messaging to drive frequent interaction and connection. He also shares details about how YouNow has integrated CleverTap for analytics, campaigns and journeys – a partnership that has produced a 22% month-over-month increase in weekly average users.
Focusing on a thoughtful and thorough onboarding experience is critical in helping new users get the most out of an app. “The key thing is that new user experience,” says Geoghegan, noting that the ability to effectively communicate with users in the early stages can make or break your opportunities with them.
It’s important to understand “what your users are expecting, what’s motivating them,” he continues. “Why did they come to your platform in the first place? If you can understand that, you can make sure you’re giving them that in (their) first experience, that first day. If you can work that out, the rest will follow.”
Geoghegan recognizes the inherent challenge in getting creators to create: “It’s not easy to jump on a camera and start performing and broadcasting to the world.” To help users overcome those barriers, YouNow gamifies the experience and makes it fun.
A prime example: “We have a pretty in-depth leveling system that we use to help get our streamers and our users to continue to use the platform and improve their broadcasting skills,” he says. “You’re always earning experience points, and those experience points are contributing towards your level on the system. You’re unlocking different things like rewards and perks such as in-app currency or exclusive gifts that you can send to other streamers.”
Along with the opportunity to earn in-app currency from fans, social status is a valuable motivating factor within the system. For example, if a user achieves a level 250, “you can really quickly understand that they’re very experienced on the platform and they have a lot of respect within the community.”
Attracting and retaining users is all the more difficult if you can’t effectively measure the performance of your targeted marketing campaigns. YouNow is solving this challenge by using CleverTap, which offers a “great, pretty extensive analytical dashboard (where we can) look at the conversion of those campaigns and understand what’s working and what’s not,” says Geoghegan. “Based on all that information, we can make decisions on what we need to change and what’s going to come next.”
Since integrating with CleverTap in 2020, YouNow has seen “an incredible uplift” in active usership, he continues. “Being able to analyze what’s working and what’s not, has had a really great impact.”
For more advice on how to encourage creators to create and how to measure campaign performance, tune into the entire interview.