Let’s face it – the Internet today is not the same as it used to be five years ago and user behavior has changed drastically.
Certainly, there was no live streaming, no one had yet envisioned Instagram and, in general, people used to tap into the global web for a bunch of other reasons than to get entertained or discover new shopping opportunities.
While the gap between the Internet today and five years ago is rather palpable, it’s harder to spot the changes occurring in the space as we speak.
As online publishers and business owners, we spend so much time with our noses deep in the web that the small (yet significant!) changes just slip past us.
Now that you’ve leveled up your Instagram game, no longer fret over Google Analytics and feel comfortable with website hosting and doing minor design tweaks – the wild and wonderful world of tech has thrown in new changes for us. Think voice search and AI-enabled virtual assistants, chatbots, and mobile-first consumers.
The question is – what do these innovations changing user web behavior mean for your blogging business?
HOW CONTENT CONSUMPTION HAS CHANGED OVER THE PAST TWO YEARS
Hubspot recently conducted a curious survey outlining exactly how user’s content consumption preferences have shifted:
Notably, more people are now reading content via Facebook (+57%), Twitter (+25%) and LinkedIn (+21%).
What does this mean for you as a publisher?
Follow the lead of your consumers and be just where they are. It’s no longer enough to focus all your efforts on a single platform (e.g. your blog). You need to become more omnichannel and cross-promote your content in a way that makes sense for each medium.
THE TYPE OF CONTENT USERS NOW PREFER
It’s no secret that the content competition has become tougher. Over 2 million blog posts are published daily, not to mention countless social media updates, newsletters, and videos.
To level up your game, you need to understand what kind of content your readers prefer and how it should be delivered to them:
As the data indicates, blog posts are often skimmed, while social media updates are consumed thoroughly. Hence, if you have a big (yet short) announcement to make – go for social media first and when the reader’s attention is secured, then lead them to your blog.
Longer, well-researched content also tends to be read more comprehensively. If your current time on site is rather short, try experimenting with this new format.
Next, when planning your editorial calendar for the next month, pay attention to this data:
The bottom line is this – don’t abandon the traditional content types just yet. But, adapt your content strategy to match the reading/skimming habits of your audience and think about how you can integrate different content styles into your blog!
Also, here’s how the content preferences vary depending on the geographical region:
WHAT MOBILE READERS WANT
Last year, Google announced that mobile traffic has now surpassed desktop traffic in 10 countries including the US and Japan. ComScore has conducted a similar research in 2015 and said that the number of mobile-only adult Internet users in the U.S. exceeded the number of desktop-only internet users.
According to a HubSpot study though, 33% of respondents said that their primary device for browsing the web is their phone, 11% prefer tablets, and 56% mostly use a PC/laptop.
Mobile users certainly make up a large chunk of your audience. So how do you account for their needs and browsing patterns?
The following data will shed some light:
Also, here’s how users want to get notified about new content:
Caveat: Email marketing clearly remains hot. So if you are still not sure how to run your newsletter – check out this post.
HOW VIEWERS INTERACT WITH VIDEO CONTENT
Facebook videos reached 8 billion views per day back in 2015. Over 5 billion videos are watched on YouTube daily.
And here’s how much video people now watch according to HubSpot:
Also, here’s how the viewing preferences vary depending on the age:
Clearly video content will keep growing in popularity. If you are not yet experimenting with it, now it might be the high time to get started. And if you’re in need of some guidance, we’ve lined up the best video editing/recording tools for bloggers and explained how to add more impact to your blog post with embedded YouTube videos, so give it a try!
Are you a CD Babe? Get in touch with your support team or CD consultant for more insights, tips, and tricks!