The Death of Snackable Content

[Commentary] Every other headline out there today promises to break topics down into bite-sized bits. “4 Ways to Be a Better Leader,” “8 Steps to a Healthier Lifestyle,” “16 Abuses From the CIA Torture Report” -- it seems as if no topic is too serious or nuanced to undergo “snackification.” Like Cheetos and M&Ms, these articles lend themselves to mindless consumption. There is nothing wrong with them in moderation, but at some point, you start to crave something with more substance. Today’s readers want more than listicles and clickbait, and this is driving meaningful change across the digital publishing industry. The increasing demand for long-form speciality content will shape the future of the publishing industry.

An article in Fast Company highlights Wait But Why, a long-form blog that has acquired 31 million unique visitors and 87 million page views, through 80 articles that average over 2,000 words each. “If you can blow someone’s mind -- really, genuinely blow it, again, in a really well-written way -- then that’s something they want to share,” said Wait But Why co-founder, Andrew Finn. Publications will realize that there is far more value in creating a strong community around a specific topic and connecting those readers with relevant businesses than there is in mass-producing content for the masses. Readers benefit from better content, and publishers benefit from more effective monetization opportunities. Engagement, rather than eyeballs, will become the underlying drive. That said, articles like “27 Cats Who Are a Better Human Than You” will always have their place, because everyone needs a little junk food every once in a while.

[Joe Hyrkin is CEO of Issuu]