Singing in the Digital Subway: How Livestreaming Bridges Our Need for Connection
An article published in the New York Times in the heart of the pandemic asked readers to submit videos of what they missed most from when “things were normal.“一个叫杰里米·华莱士的纽约人， 提交了一段他在布鲁克林观看席琳·迪翁演唱会后拍摄的视频. 在等晚点的火车时, 观众们自发地合唱起迪翁的力量民谣, “现在一切都想起来了。.”
The harmonies that echo off the grey-tiled subway station as strangers sway in unison, 带acapella, 是典型的纽约人吗. Anyone who has lived there will tell you that watching a crowd break into song is expected at best and mundane at worst. What may have once been considered an annoyance as live-音乐 fans trickled back uptown to their individual dwellings, 迫不及待地想做下一件事, 变成了华莱士珍贵的回忆, 并提醒我们在COVID-19期间最错过的东西:联系.
为了应对这种普遍存在的孤立感, online platforms grew exponentially during the pandemic as a means to connect us when we couldn’t be physically together. Once such platform, Twitch—known predominantly for its live-streaming of gaming and e-sports—据报道，在2020年3月至2021年3月期间增长了80%以上.
直播是一种激情经济
流行后, 人们又回到了正常生活的节奏, 忙碌的生活, 但流媒体一直处于稳步上升的轨道上. 在数字世界和我们对联系的渴望的交汇处蓬勃发展, 流媒体作为一个具有小众兴趣(如艺术)的用户的地方继续增长, 国际象棋, 音乐, 化妆GRWMs, 烹饪, 等.)召集. 这个在线社区因参与和维持而蓬勃发展, creators will need to continue to evolve how they communicate with their audience.
直播的未来是对话式的
没有什么比单方面的谈话更令人沮丧的了. Listening to someone drone on about themselves without pause to ask anything of their conversation counterpart is exhausting, 令人沮丧的, 并导致断开连接.
The same is true online, but few platforms create meaningful opportunities for two-way engagement. 很大程度上, the only way for streamers to connect with their audience on an individual level is to acknowledge a comment or answer a question, 但除此之外, 对观众的欣赏很少.
泰勒·"忍者"·布莱文斯, Twitch最受关注的主播, 强调建立个人联系的价值。成为一名主播的课程. 根据Ninja的说法, individual engagement is as simple as remembering comments from top followers from stream to stream and asking them follow-up questions the next time you see them in the chat.
但是在规模上, 或者在流行的直播中，数百条评论同时涌入, 这并非适用于所有创造者.
Creators are increasingly leaning on new tools to make streaming feel personal for each user. 例如, chat-powered民意调查, 交互式地图, and question aggregators turn cascading comment sections into engaging visuals that acknowledge users' inputs as more than just fleeting statements.
在接下来的几个月, data will become instrumental to streamers’ decision-making and community expansion. Streamers looking for a strategic approach to measured growth should turn to data that helps them understand and engage their audience. Using new tools to track most engaged users and stream performance over time helps creators to know what’s resonating in their communities.
这样做的好处是双重的. Viewers feel more engaged and enriched and streamers reap the benefits of higher engagement, 使他们能够继续制作高质量的内容. 清洗，漂洗，重复.
将对话转化为社区
从长远来看, streamers across platforms are striving to cement communities of like-minded hobbyists, 鼓励对话，促进联系. But to do so requires intentionality and a dedicated strategy to sustaining conversation—not only from the creator to their audience but also between audience members.
One way streamers can develop enduring conversations is to adopt a multi-platform approach, 利用不同的平台来迎合社区的各个方面. 例如, 他们可能会使用Twitch进行直播, YouTube上的编辑亮点, 和Discord用于正在进行的对话和社区建设活动.
This strategy not only broadens the creator's reach but also provides alternative ways for the audience to engage with the content and each other, 建立一个更加活跃和相互联系的社区. Creators should prioritize tools that integrate easily across all of their channels, 在任何平台上保持体验的一致性.
Creators can also leverage the power of storytelling by incorporating interactive elements into their streams. By allowing viewers to influence the direction of the content through making choices or giving suggestions in real-time in the chat to open-ended prompts, creators can craft an immersive experience that resonates more deeply with their audience because they have bought into the narrative. This collaborative storytelling approach not only keeps viewers engaged but also makes them feel appreciated as co-creators of the content. It simply requires implementing existing technology that visualizes live chat responses as users engage.
创建连接
Building a loyal following takes time—just ask Taylor Swift, who’s been at it for nearly two decades. But by bringing the right combination of technology and structure to livestreaming, creators can cultivate relationships that feel as authentic as friends sitting over a dinner table or New Yorker’s singing Celine Dion. 在一个新的世界, 在哪里，数字连接将成为我们生活的中心部分, creators eager to grow with their audiences should prioritize creating individual relationships, 在他们的平台上为双向对话提供空间.
[编者注:这是来自 StreamAlive. 流媒体 accepts vendor bylines based solely on their value to our readers.]
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