Estimated reading time: 3 minutes
One of the toughest challenges for IR teams is measuring real engagement. Did investors read your report, or merely glance at it? Did they attend your webcast and if so, did they stay? Did your press release resonate, or fade into background noise?
Turning reports and webcasts into digestible audio makes them easier to consume — and thanks to advances in how listening behaviour is tracked, engagement can now be quantified, not guessed.
What legacy IR metrics can’t show you
IR teams often lean on metrics like:
- Email open or click-through rates
- Webinar or conference attendance
- Report download counts
These are important, but they tell you only that an investor may have accessed your content, not whether they consumed or understood it.
According to KPMG’s research on the evolution of IR, the function is increasingly viewed as strategic rather than purely compliance-driven. IR professionals are being asked not just to disseminate messaging, but to deliver insights on how markets respond making deeper engagement metrics ever more vital.
Understand investor attention with precise engagement data
Today’s analytics go deeper than clicks or downloads — revealing how long investors stay engaged and when attention drops, down to the listener level:
- Listen-through rate: how much of your content listeners actually consume
- Drop-off points: exactly when attention fades
- Episode (or update) popularity: which topics, CEO messages or earnings commentary attract more listening
These metrics provide behavioral evidence (not guesses) about how your investor audience responds.
How Auddy helps IR teams understand investors
Auddy’s encrypted audio platform Campfire gives IR teams a secure way to share updates while capturing precise engagement data — revealing who listened, for how long, and what resonated.
Campfire gives your audience secure access to gated audio content, combined with granular engagement analytics. IR teams can see whether investors listened to the full CEO strategy update or dropped off after the first few minutes.
Over time, patterns emerge: which messaging styles hold attention, which topics provoke sustained engagement, and which need revision.
Using these insights, IR teams can refine messaging: A/B test narrative formats, reorder segments, or easily adapt content to re-engage listeners who only listened partway through.
How much does engagement really influence investment decisions?
To underscore the importance of refined engagement metrics, consider recent investor sentiment data:
- Stewardship drives performance: In PwC’s 2024 Stewardship Investor Survey, 72% of investors say they expect their stewardship (engagement) activities to influence investment performance over a 3-4 year horizon.
- Engagement shapes meetings: That same survey finds 51% of investors say their relationship with a company’s management influences their decision to take meetings during proxy season.
- Investors demand better dialogue: Meanwhile, 23% of respondents are dissatisfied with the quality of engagement conversations with board members. There is clear demand for more meaningful interactions.
- Strong comms are a competitive advantage: In KPMG’s institutional investor survey (301 investors), “good old governance” remains a top priority, confirming that transparent, interactive communication is a competitive differentiator.
These findings emphasize that investors expect more than periodic disclosures: they expect trending, responsive, and measurable dialogue.
Optimising communications for stronger investor relationships
In investor relations, engagement equals trust. And with today’s information overload, surface metrics are no longer enough. Modern analytics give IR teams the insights they need to:
- Refine messaging based on where they tune in and where they drop off
- Signal when follow-up is needed
- Adapt formats to investor preferences
- Strengthen the connection (and credibility) between management and investor audiences
Use the data. Earn trust. Amplify your impact.
Ready to understand your investors beyond surface metrics?
Book a demo of Campfire — Auddy’s encrypted audio platform built for secure, measurable investor communications.
