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Case study : Understanding audience behavior to enhance content engagement for a media company
BACKGROUND
- A digital news platform reaching over 2 million monthly readers faced declining engagement.
- Client wanted to understand why audiences disengaged and improve user experience, content relevance, & monetization opportunities.
METHODOLOGY
- Analyzed 6 months of user interaction data to analyze scroll depth, and engagement pattern to content type, format, and topic.
- Digital ethnography (15 DIs) to analyze how readers interact/consume, areas of frustration/satisfaction.
- Regression models to understand engagement drivers (headline structure, image placement, tone etc.)
- Desk research to understand latest trends in digital news consumption among various audiences.
OUTCOME
- Study revealed 2.5x more article completion rate when received via a direct newsletter link vs. SM.
- ‘Explainer’ and ‘solution-oriented’ stories retained readers 38% longer than just breaking news pieces.
- Suggested templates for optimal mobile readability, content scheduling (e.g. posts suiting late-evening and weekend peaks), ‘reader pause points’ (visual summaries and pull quotes) to sustain engagement.