Lessons from the stage: unexpected parallels in audience engagement

A theatre experience and an online experience, from the audience's perspective, may seem like two irreconcilable realities. And yet, there are common elements between them that, if analysed in their similarities, can make attracting and retaining a digital audience much more effective and long-lasting.

I will begin with Wheeler’s interesting study (The Social Construction of an Art Field: How Performance Art. The Journal of Arts Management, Law, and Society, 2010), which identifies four fundamental elements that influence the audience’s experience in a live performance. 

I will transpose these elements into the digital context to demonstrate how they can be applied to any online user experience, enhancing engagement and retention.

Collective engagement

In studies on the history of performing arts, the importance of collectivity has been widely discussed, as it is considered the cornerstone of the theatrical experience. Whether in the theatre of fifth-century Greek democracy (closely tied to civic participation) or in more contemporary settings, theatre remains a shared experience: people watch together, participate together, not just as an audience but also in relation to the performers.

The Theatre of Dionysos in Athens

The digital media experience, particularly on social media, seems deeply individual, and in many cases, it is. However, what a user experiences alone online is often discussed, commented on, and shared, generating collective interaction (whether within the same digital environment or in other contexts, including live settings). After all, the term "network" is no coincidence: the web was created to connect, overcoming geographical boundaries and cultural differences, giving rise to new forms of collectivity and participation. When thinking about online collectivity, consider hashtags, memes, or the very concept of "going viral” phenomena that exist precisely because of sharing and the ability to create a communicative chain among users.

To attract a wider audience online, it is essential to leverage the collective dimension of the digital space by creating content that encourages active participation and spontaneous sharing. Tapping into current trends and discussions helps make content more relevant, turning it into part of the broader conversation that defines today’s digital experience.

One of the most effective tools is undoubtedly user-generated content. Giving space to audience opinions and valuing content created by users themselves not only strengthens trust and engagement but also turns viewers into protagonists.

This approach shifts them from being passive consumers to actively shaping the narrative, creating a stronger and more authentic connection with a brand or project.

Authenticity

Authenticity in digital interactions and online platforms is an ambiguous concept. On one hand, the digital world seems to be its antithesis: everything appears constructed, calculated, and perfectly packaged. Interactions are filtered through a screen, which acts as a protective barrier, and the representation of life deliberately moves away from everyday reality, favouring a polished and idealised aesthetic.

On the other hand, authenticity appears to be the Holy Grail for anyone working in online audience engagement. It is what people seek (perhaps because they are weary of artificiality or increasingly inclined to find in digital interactions a reflection of real life, albeit in different forms). In this sense, the digital world is no longer perceived as a separate reality but rather as an extension of the one we already live in.

In performing arts, authenticity is just as fundamental. The audience and the performer share the same physical space, without filters or the possibility of editing: scenes cannot be erased, nor can certain technological tricks be applied. What happens on stage exists only in the here and now, making the experience unique and unrepeatable.

The digital audience is not naive, they can tell when content is relatable. And, at its core, authenticity boils down to this: being recognisable and relevant, both on an individual and collective level. Authentic content is not just that which reflects one person’s reality, but also that which connects with a broader, shared experience. It is this connection, this sense of belonging and mutual understanding, that makes content truly meaningful.

Risk

For those who make their content, knowledge, or even their presence available on the vast stage of digital interactions, the risk is not meeting the audience’s expectations. But there is also a risk for the audience: the content they consume may not satisfy them for various reasons. The experience may feel misleading or incomplete.

For example, an online masterclass may turn out to be insufficient, lacking depth, or failing to meet expectations. Not to mention technical issues, which (as many will remember, especially during the pandemic) can compromise or even ruin the entire experience.

The solution to minimise risk is, first and foremost, to set clear expectations and avoid misleading messaging. Offering free trials or "sample" content does not mean undervaluing one's work but rather creating a bridge between the audience and the full experience. If people already have some idea of what to expect, they are more likely to want to engage further.

For instance, an educational resource or online content can be summarised into key points and shared for free on social platforms. This not only increases visibility but also attracts those who are genuinely interested in accessing the full content.

However, rather than just focusing on minimising risk, it is crucial to embrace it and experiment. Testing different approaches, observing audience reactions, and adjusting strategies accordingly is the only way to discover what truly works. The biggest mistake would be to stay stagnant out of fear of failure.

Knowledge

This is a fundamental dimension, often overlooked or approached superficially. One of the pleasures of attending a theatre performance lies not only in its emotional, visual, or auditory impact but also in the intellectual satisfaction of understanding what we have witnessed. This is why incomprehensible performances are often disliked, even when they are extraordinary from a staging perspective.

The same applies to online content, particularly when discussing authenticity: content must be relatable, but it must also meet the audience’s intellectual needs. Too often, audiences are treated as passive consumers, driven only by basic needs and the desire to consume. But the model of mindless consumption no longer works.

It is necessary to have more faith in the audience and recognise that they seek stimulation, deeper understanding, and content that provides value (both personally and collectively). Our task is not just to confirm this need but to respond to it with something that genuinely enriches the audience.

And when this happens, the audience not only appreciates it, they want more.

Knowledge is perhaps the most underestimated pillar, yet treating the audience as thinking individuals rather than mere consumers always pays off. When people are given the opportunity to truly understand what is being discussed, a stronger relationship of trust is built. Valuing their critical thinking by providing useful information to make informed decisions means giving them autonomy. And when they choose a product or service with awareness, their loyalty will last longer because it stems from a conscious decision rather than a simple impulse.

This perspective opens up profound reflections on marketing, communication, and content creation. In the next articles, I will delve deeper into the four pillars of user experience and, most importantly, the role of knowledge as a valuable tool for building an authentic connection with the audience.