In the age of instant gratification, users are more likely to engage with content that is easily accessible and requires little effort to consume. This is especially true for mobile users, who are often on the go and have less time to dedicate to reading long-form content.
Tappable content, such as listicles, infographics, and short videos, is the perfect solution for mobile users who want to consume content quickly and easily. This type of content is easy to digest and can be quickly viewed or skimmed through on a small screen.
In addition, tappable content is often more shareable than longer articles, making it more likely to go viral and reach a larger audience. This is important for businesses and brands that want to reach as many people as possible with their message.
Finally, tappable content is more engaging than traditional text-based articles, meaning that users are more likely to stick around and read the whole thing. This is essential for website owners who want to keep users on their site for longer periods of time.
Overall, tappable content is the perfect solution for mobile users who are looking for an easy and engaging way to consume content. This type of content is easy to find, easy to consume, and easy to share, making it the perfect choice for those on the go.
Publishers have a great opportunity as tappable stories are being consumed on social media platforms at an unprecedented rate. Sixty percent now use tappable stories on their mobile devices every day. Publishers can capitalize on this trend and create their own content, not only on social media platforms but also on their own mobile websites. Tappable stories on the mobile web have a longer shelf-life than social stories and publishers can moneytize through advertising.
Mobile web users find more tappable stories more appealing than scrolling articles. Mobile web tappable stories offer a more immersive experience that scrolling articles and more control than videos. Although users may need to learn the navigation quickly, they will soon get used to it. Eighty-four per cent of consumers found our tappable stories examples easy to navigate. 64% prefer this format over a scrolling article. More than 75% are interested and will continue reading this format in their most-read content categories.
To maximize their design effectiveness, publishers must adopt some practices in design. Most importantly, keep stories short and simple and treat each page as a separate package. An ideal starting point is evergreen content, such as DIY/how to, home/cooking and travel content.
Avoid design pitfalls
Tappable stories are more popular than ever and consumers are willing to share them with their friends. There are design pitfalls that can lead to frustration, fatigue, confusion and fatigue. Publishers must use a range of interaction design best practices to build tappable stories.
- Too long stories can be overwhelming. The ideal length is between 7-12 pages.
- Too many pages can lead to confusion. The shorter the text, the better. The ideal textlength is 120 to 160 characters.
- Navigation cues and calls for action are helpful in guiding the user through the new format. To give users visual cues on how to interact, add a start button.
- Tappable stories are a great way to advertise with the right amount, variety, and place. Publishers can make monetize tappable story on mobile web via advertising, unlike the social media tappable stories. This is just like what they do on existing properties/ websites. Advertising is an important consideration when designing stories. Most consumers know that many of the digital experiences they have are ad-supported. Allow consumers to skip your ads, and avoid repeating the same ad in the same story.
The takeaway
Consumers are ready to embrace tappable stories outside of social channels. But not every story is equal; there are many design pitfalls that can create confusion and frustration. To maximize engagement, publishers must embrace a variety of interaction design best practices when building tappable stories.
Get in touch with us an learn how to build engaging tappable content for your customers.
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