Broadly speaking, readers like listicles because the articles are quick to read and provide information in short and easy-to-digest paragraphs that often have catchy photos or other graphics. The format of articles covers a virtually endless list of topics and is used by websites of all sizes, with some of the larger online destinations such as LifeHack, E-how, BuzzFeed, Cracked, and Wired using listicles to deliver a large portion of their content.
There are even listicles about listicles. Critics claim the format breeds short attention spans while proponents say listicles are popular because today’s hectic lifestyle prevents web surfers from having enough time to read full length articles. With the brain’s constant need of novelty, furthermore, clicking on bullet items provides an endless stream of new images.
Yet, marketers and content providers would be well advised to avoid common blunders with listicles. To start off, many listicles alienate viewers with text, graphics, and banner ads that are slow to download. When viewing traditional articles, web surfers typically have to download only one or two pages.
In many instances, traditional articles may even have a link that will download the entire piece, thereby eliminating the need to download individual pages separately. A 10-item listicle, however, will typically require a reader to download each item individually. Under ideal conditions, each individual download may not be too cumbersome. However, some listicles are bogged down with photos or text that can be slow to download.
In such instances, web surfers are likely to get discouraged and close out the listicle. Waiting for individual pop up ads to download can also complicate matters. With that in mind, both publishers and advertisers should ensure that their content isn’t slow to download.
Some web pages may also have links for banner ads that are designed to be easily clicked accidentally. While most forms of online articles may have similar problems, the inconvenience of what appears to be out-of-control pop-up ads that appear after clicking on each item in a 10-item listicle can be overbearing for readers. Many readers will quickly start to feel like their computers are being hijacked and eventually close out the listicle.
Marketers also need to vary the message of pop-up ads. Repetition, of course, is often key to building a brand. Yet, rather than having the same ad appear each time a reader clicks on the individual items within a listicle, pop-up ad should convey new information. That way, readers will be less likely to ignore an ad that doesn’t change as each listicle item is clicked.
From a broader perspective, content providers should consider that some topics are best discussed with traditional online articles rather than listicles. It may make sense for discussing weight loss tips, fitness ideas, cooking techniques or certain other matters with a top-ten format. Other topics, however, that have complicated relationships between different concepts are best handled with regular article formats.
