In the golden age of clickbait, the practice now reduced mainly to “made for advertising” media , what mattered was not so much attracting readers as maintaining constant traffic. The slogan that those who worked in the media then received was to write eye-catching headlines, so that they circulated on social networks and many people clicked. Rwanda Email List Those visitors came in, saw the topic that had seduced them by its headline (and was often pinned to fit that headline) and then left. If the subject was very bad, possibly they kept the name of the medium so as not to bite again, although it mattered little because there was constant and recurring traffic.
Social media algorithms were already doing the job. If the theme was ultimately good, it didn’t really matter that much either. Keeping those readers for more seemed too complicated in a market where there was so much replacement traffic. Of course, the whole model fell, as we well know, when the algorithms started penalizing clickbait and the practice stopped being profitable. There was no longer a potential spare traffic always waiting.
To this we must add that the media began to try to position themselves in the subscription market, something for which the clickbait is not worth. If you want readers to pay for your content, you need to offer quality topics with a real hook. But with this they achieved something that advertisers are interested in: the media were achieving a loyal audience, a recurring one and one that especially values the type of content they publish.
The typical public of the media
Chartbeat’s latest study of online media traffic patterns around the world already shows that what matters right now is the traffic coming back to the site over and over again. The study differentiates between two types of recurring readers, but right now these are already half of the visitors of online media.
Globally, 15% of visitors are new. Against this, 26% is returning traffic and 39% is what they have considered loyal visitors. This is the largest and most important segment of the audience. It is the loyal public, the one that always goes to that head. In short, they are the type of reader who always bought the same newspaper on paper.
This user profile is even more important in Europe. In the EMEA market, the weight of the loyal visitor is higher than the global average. They are 43% of visitors to online media. 24% of media visitors from Europe, Africa and the Middle East are return visitors and only 12% are new.
What this entails
These figures show a high fidelity to the favorite headers and are also good news, as noted in Warc, for the media that work on subscription models. For these to be sustained, they need a recurring audience, one that always reads them and is therefore willing to pay to continue doing so.
For advertisers, this data is also good news. The media have established themselves as a reference advertising source because they offer a certain quality image and that impacts the ads and their perception. These reading figures show them that this perception of what the media is like is real and accurate.