Calm’s Secret to Spiking Engagement? Putting Users to Sleep
Hi, I’m an adult and I really like bedtime stories. Here’s why.
Last night I drifted off to sleep while listening to gale warnings and ocean currents like I’m a Scottish sailor from 1882. And today, my bedtime routine will include the whistling s’s and the brooding Texas twang of actor Matthew McConaughey as he patiently explains the wonders of the world to me for 35 minutes.
Ah millennials. We’re a spoiled bunch.
But we are also a very stressed bunch.
Be it the tumultuous political climate or the responsibilities that come with being the pilot generation of social media, the kids of Generation Y have a lot going on.
Fortunately mindfulness is here to help. No longer just activities of fringe groups who are perpetually looking for an opportunity to lecture you about composting, mindfulness has now become a commonplace word, lauded by research, celebrities, and companies alike.
Among the rapid rush of tools and websites that enable a more balanced living, Calm app has stood out to me for a few years now.
The app, which includes guided meditations, restful music, and movement reminders, soared to success as iPhone App of the Year in 2017 with the massive success of a novel feature.
Sleep Stories.
Do you love to sleep? Me, too. Let’s talk more.
Why Sleeping is Awesome (and Bedtime Stories Are Even Better)
Sleep is super important, folks. We don’t focus on just how much because we’re usually too sleep-deprived to think about it. Not only does the right amount of sleep help rebuild tissues and replenish cells, it also allows our brains consolidate our memories, process information, and lower stress.
Takeaway? Simply this: humans are more pleasant, more productive, and less reactive, in part, because of sleep.
However, roughly 60 million Americans are affected by sleep disorders and insomnia each year, deeming living a well life near impossible.
Enter Michael Acton-Smith and Alex Tew, the co-founders of Calm. In 2015, Calm was struggling to stay afloat. Intent on expanding the business to offer more to their users, the company observed a gap in the market and took a chance on something very different.
In 2016, Sleep Stories was born.
Engagement: Sleep Stories
Calm’s Sleep Stories have had a huge impact since its launch. In 2018, Calm quadrupled its revenue to become a profitable business. Since Sleep Stories, retention rates and time on app have increased dramatically. With more than 150 million listens from its 2 million paid subscribers and 50 million downloads, Calm has finally found its footing.
So why have Sleep Stories been such a hit? Let’s take a closer look at some of the key features:
- Celebrity narrators
Matthew McConaughey, Stephen Fry, Leona Lewis, and so many more. Not only do they have the loveliest of lullaby voices, but they’re also beautiful, really famous, and have fan followings who in turn get interested to try out the app or feature and, in some cases, become paid subscribers.
2. Short, consumable stories
Stories typically hover around 30–45 minutes. According to sleep.org (it’s a thing), sleep latency (the time it takes to actually sleep once in bed) usually lasts 10–20 minutes. Extending the stories beyond the ‘normal’ latency range is a great way to ensure the users achieve the goal of their visit: to fall asleep BEFORE the climactic ending of a train ride through the wilderness of Sweden!
3. Variety of content
So many different types of stories, y’all. Fiction, check. Nature, check. ASMR, uh, YES, check. Whatever captivates and lulls you into a stupor, Calm’s got you covered. Additionally, new content is added very frequently, expanding the portfolio at a rapid rate.
4. “Recommended”
Trending content, new content, popular content, all circulating within and brought to you directly via a separate tab. This saves the user extra effort of decision-making and precious time required to search through the content, especially when they’re trying to wind down. A subtle, but huge, win.
5. Descriptions
Succinct yet elegant and utterly captivating. Not to mention warm and fuzzy! The most organic method to drive that click-through-rate and those conversions? Clear communication of expected services. Sometimes I just read these on the subway when I want to shut out the misery of morning commute and feel some sense of control and peace. THAT good.
6. Ambience
The full-screen takeover is a totally immersive experience and, combined with the soothing background music and slow, measured audio of the narrator, completely inundates the senses into a state of zen. What some people set out to do physically as a bedtime routine — essential oils, candles, white noise, or zero screen time — Calm captures digitally.
The Future
While Calm has plans to expand to offline experiences, with Calm-branded books and even a hotel chain, I believe the full potential of digital experiences still remains vastly untapped.
For example, Calm has not really explored personalization. In the wellness space, this is a key aspect and, unfortunately, severely under-utilized. A strong case could be made for building meticulous monitoring and tracking capabilities, especially as the app expands to customer segments for whom sleep stories or meditation are a necessity, not an aspiration.
At the end of the day, what Calm has accomplished is nothing short of inspiring. The company has not only managed to turn a new age, woo-woo practice into a profitable business, but has also increased awareness and accessibility about mindfulness tremendously. That takes a mad set of skills.
So, whichever path Calm chooses next, I’ll be along for the ride.
Have you used Calm? Or any other sleep training or meditation tools? Do you swear by HeadSpace (and SleepCasts) instead? Would love to hear your thoughts.
But for now — it’s bedtime kids.
