Chapter 3
Developing New Writing Styles To Re-engage Viewers
“The will to win, the desire to succeed, the urge to reach your full potential… these are the keys that will unlock the door to personal excellence”.- Confucius
Chapter 3: Developing New Writing Styles To Re-engage Viewers
What do you think can be done to re-engage viewers with thoughtful, issue-based journalism? Would people watch if the drama were dialed down?
The days of generous writing are over. A shift from sensationalism, journalese and marketese style is necessary to be aligned with succinct, concise and short-form communication. Overly promotional language can come across as disingenuous, making the content less trustworthy. Changing audience reading habits require content creators to become agile by unlearning and relearning. They need to adopt new techniques and writing styles to be able to engage their audience. Media practices and audience preferences call for more thoughtful, issue-based journalism and focused journalism, if it is to be relevant in the future.
Optimising Web Content for User Engagement
Research into users’ reading behaviours of website content has revealed a striking reality: most users, approximately 79 percent, do not read content word for word but instead scan through it quickly. A similar trend has been observed in studies on email newsletters, highlighting the need for web content to be designed with scannability in mind.
To accommodate this prevalent scanning behaviour, web pages must include various techniques to make information easily accessible and digestible. Key strategies include highlighting important keywords using hyperlinks, bold or italicised text, and colour contrast to draw attention. Meaningful headlines, heading and subheadings should be used to provide a clear structure, avoiding distorted, cryptic, ambiguous or overly creative phrases. Bulleted lists can improve readability by presenting information in a visually appealing and easily scannable format.
Additionally, paragraphs should focus on one idea at a time, as users tend to skim over blocks of text with multiple concepts. The BBC styleguide’s basic rule of thumb is to keep to one Idea to one paragraph. If you slip into a new idea a new paragraph should start. Supporting evidence can be included in a single paragraph as long as they relate to the overall topic of the paragraph.
Writing in an inverted pyramid style – placing the most crucial information at the beginning, followed by supporting details—ensures that readers grasp the key points quickly. Overall, web content should be significantly more concise than traditional writing, ideally using about half the word count.
Beyond scannability, credibility is a crucial factor in online content, where the trustworthiness of information can often be uncertain. To enhance credibility, web pages should incorporate high-quality visuals, as well-designed graphics contribute to a professional and trustworthy appearance. Well-written, grammatically correct content signals attention to detail and reinforces credibility. Additionally, including outbound links to reputable external sources demonstrates thorough research and provides users with further reading options.
On the other hand, “marketese”—a promotional writing style filled with exaggerated claims and subjective language—can diminish user engagement and credibility. Online users, often short on time, prefer factual and straightforward information.
Measuring the Impact of Enhanced Web Writing
To assess the effectiveness of these content strategies, a study was conducted using five different versions of the same website, each featuring a distinct writing style. Participants were asked to complete identical tasks on each version, allowing for a direct comparison of usability.
The findings were compelling. A version with concise text—containing roughly half the word count of the original—showed a 58 percent improvement in usability. A version formatted specifically for scannability demonstrated a 47 percent increase in usability. Another version, which eliminated subjective claims in favor of neutral, objective language, saw a 27 percent improvement. The most significant result came from the version that combined all three elements—concise, scannable, and objective writing—achieving an impressive 124 percent boost in usability.
Particularly notable was the performance of the objective language version. While it was expected that users would prefer factual language over promotional content, the extent of its impact was surprising. It is important to adapt web content to match the reading habits of online users. By prioritising scannability, credibility, and concise, objective language, web pages can significantly improve user engagement and optimize usability. It is suggested that promotional language imposes a cognitive burden on users, forcing them to filter out unnecessary embellishments to access essential information.
Further strategic changes:
- a. Gradual Transition: Channels could slowly reintroduce thoughtful journalism by blending serious discussions with engaging formats. For example: (a) Use interactive visuals or data analytics to make complex topics more accessible and (b) Invite compelling speakers who can hold the audience’s attention without resorting to shouting.
- Focus on Local Issues: Covering topics that directly affect viewers’ lives (e.g., local governance, education, healthcare) may rekindle interest. People are more likely to engage with stories they can relate to personally.
- Interactive Journalism: Encourage audience participation through live polls, Q&A sessions, or digital platforms where viewers can ask questions and share opinions. This sense of involvement can make viewers feel more invested in the content.
- Niche Platforms: While mainstream channels may hesitate to take risks, digital platforms or YouTube channels focusing on thoughtful journalism could cater to niche audiences willing to engage with serious content. Over time, such platforms could grow and influence broader media trends.
- Youth-Centric Approach: Target younger audiences by presenting thoughtful journalism in innovative ways, such as explainer videos, podcasts, or gamified content. Younger generations are often more open to issues like climate change, gender equity, or technology ethics if presented in a relatable way.
- f. Skimmable Content: It is important for content creators to learn a new style of writing known as skimmable articles because attention is at a premium. Long online articles or text have become intolerable by readers who have become skimmers, flippers and zappers. In today’s information-saturated world the journalist or a marketeer struggles to grab the audience’s attention. They only cast a glance. So how do you capture their attention?
- g. Advanced Storytelling Techniques: Present issues through the lens of human stories, making them emotionally resonant while retaining journalistic integrity. For example, rather than just reporting statistics about unemployment, feature the struggles and resilience of affected individuals.
The importance of adapting web content to match the reading habits of online users is inevitable to the explosion of digital data. By prioritising scannability, credibility, and concise, objective language, web pages can significantly improve user engagement and optimise usability. Implementing these strategies not only enhances readability but also fosters trust and ensures that users can efficiently find and process the information they need.
UX-Driven Content Creation: UX, or User Experience is being recognised as an indispensable method to boost a symbiotic relationship between journalists and the audience. It refers to the overall experience of a user when interacting with a product, system, or service, particularly in the context of digital platforms like websites or apps. It encompasses all aspects of the user’s interaction, including usability, accessibility, design, performance, and emotional response. The goal of UX is to create meaningful, efficient, and enjoyable experiences that meet the user’s needs and expectations which is key in reskilling broadcast and print journalists with a view to convey the message across to the audience.
To leverage UX in journalism, where public attention is increasingly scarce, it’s essential to create engaging, intuitive, and value-driven experiences that cater to the reader’s needs and behaviours. Simplifying navigation and accessibility is a critical first step. This involves designing intuitive interfaces with clear menus, categories, and search functionality, ensuring users can find content quickly. Mobile optimisation is equally important, as most readers access news on their phones, and the platform must be responsive and fast-loading. Additionally, adhering to accessibility guidelines ensures that content is inclusive and usable for all readers, including those with disabilities.
Personalised content delivery is another powerful way to enhance UX. By using algorithms to recommend articles based on a reader’s past behavior and interests, journalism platforms can create a tailored experience that keeps users engaged. Customisable newsletters and push notifications further allow readers to stay informed about topics they care about, while user profiles enable them to set preferences for specific types of content, such as breaking news or long-form journalism.
Engaging readers through visual and interactive storytelling is also crucial. Integrating multimedia elements like images, videos, and infographics can make stories more compelling and easier to digest. Techniques like scrollytelling, which combines text, visuals, and animations into immersive narratives, can captivate readers and keep them hooked. Gamification, such as quizzes or polls, adds an interactive dimension, making the experience more participatory and enjoyable.
Speed and performance are non-negotiable in today’s fast-paced digital environment. Optimising platforms for fast loading times ensures readers don’t abandon the site due to delays. Minimising intrusive ads, such as pop-ups or auto-play videos, helps maintain a seamless reading experience. Additionally, offering offline reading options caters to users with limited connectivity, allowing them to access content anytime.
Building trust and credibility is fundamental to retaining readers. Transparent sourcing and clear citations provide context and reinforce the reliability of the content. Fact-checking features or dedicated sections that debunk misinformation further enhance trust. Showcasing journalist bios and credentials humanises the content and establishes a connection between the reader and the author.
Encouraging community and interaction fosters a sense of belonging among readers. Well-moderated comment sections enable meaningful discussions, while user-generated content, such as reader-submitted stories or photos, creates a participatory environment. Social sharing options make it easy for readers to share articles, expanding the platform’s reach and engagement.
Focusing on readability ensures that content is easy to consume. Clean typography, appropriate font sizes, and sufficient line spacing improve legibility, while breaking articles into smaller sections with subheadings and bullet points makes them easier to scan. Offering a dark mode option caters to readers who prefer reduced eye strain, especially in low-light settings.
Experimenting with new formats can also attract and retain readers. Audio versions of articles or podcasts cater to those who prefer listening over reading, while short-form content provides concise summaries for time-constrained audiences. Live updates and real-time blogs are ideal for breaking news, keeping readers informed as events unfold.
Leveraging data and feedback is essential for continuous improvement. Analytics help platforms understand user behavior, such as which articles perform best or where readers drop off, while user feedback through surveys or usability testing identifies pain points and areas for enhancement.
Finally, monetisation strategies should not compromise UX. Freemium models, which offer some content for free while reserving premium articles for subscribers, strike a balance between accessibility and revenue. Non-intrusive ads, such as native advertising, blend seamlessly with the editorial experience, and membership programs provide exclusive benefits like ad-free browsing or early access to stories.
By prioritising these UX strategies, journalism platforms can capture and retain reader attention, build trust, and deliver value in an increasingly competitive media landscape. The key lies in balancing the reader’s experience with journalistic integrity and quality. Applying UX principles to journalism is not just about making content look good—it’s about creating an experience that respects the reader’s time, attention, and needs. By improving skimmability, addressing short attention spans, and enhancing engagement, UX design can transform how readers interact with news. In doing so, it not only solves the challenges of modern media consumption but also strengthens the credibility, accessibility, and impact of journalism in a rapidly evolving digital landscape.