Hello there,
Did you know that the average completion rate for news articles rarely exceeds 50%?
It's a harsh reality for writers who put their heart and soul into crafting a well-balanced article. One that includes multiple perspectives, carefully placed nuances, and a satisfying conclusion that ties everything together.
But let's be honest: readers are often distracted. Maybe the lift arrived at their floor, or a message from a friend popped up, demanding immediate attention. And I’ll admit, I’m guilty of the same thing. After a few quotes, I often feel like I’ve grasped the core message of an article. It’s not as if I have a test on it tomorrow, right?
Of course, a compelling story should encourage people to keep reading. From a data perspective, it’s fascinating to explore what exactly makes an article truly engaging. In a recent podcast, the editor-in-chief of a major Dutch YouTube channel shared an intriguing insight: in videos where scientists answer thought-provoking questions in an accessible way, the audience sticks around longer if the key question is answered at the start of the video.
Surprising, isn’t it? We’re taught to maintain suspense throughout a story, so wouldn’t giving away the answer upfront kill the curiosity? Apparently not. He explained that people are eager to hear the answer first and once they have it, they become even more interested in the details, context, and nuances.
So, what does this mean for where you place your paywall or login barrier? Should you be giving away a bit more in your headlines?
Clickworthiness of headlines
What makes a visitor click on one headline but ignore another? A unique collaboration between a university, a publisher, and smartocto has led to some fascinating insights.
At the INMA Subscriptions Summit, our co-founder and CMO, Rutger Verhoeven, will present a seminar tomorrow, alongside the Vrije Universiteit Amsterdam and our client DPG Media, to share their findings.
While negative headlines tend to generate the biggest spike in clicks, editors aren’t exactly in the business of doom-mongering. In fact, when the sentiment of a headline doesn’t align with the article’s content, completion rates drop dramatically. And let’s not forget: the more engaged your readers are, the more likely they are to subscribe.
Join us on Friday at 10:15 at the Subscriptions Summit, and keep an eye out for a summary soon on the INMA website, and later on smartocto.com.
