Stop trying to educate your readers: Give them what they want

Publishers have long held onto the notion that they are the gatekeepers of knowledge, responsible for educating the public through “important” stories. While noble in intent, this approach often ignores a harsh reality: readers gravitate toward content that entertains, resonates, or directly benefits them. In an era of limitless choice, publishers must align their priorities with what readers want—or risk irrelevance.

The Problem with Educating Over Entertaining

The idea of educating readers is rooted in the traditional role of journalism, which has historically prioritized stories about policy, world affairs, or social issues. But in today’s digital landscape, competing for attention means adapting to audience preferences. Here’s why sticking to “important” stories alone can backfire:

1. Mismatch in Expectations: Readers often browse with the intent to unwind, be inspired, or escape—not to sit through a lecture. If your content doesn’t match their mood, they’ll click away. People are increasingly seeking escapism or actionable insights, not weighty dissections of societal issues unless presented in a compelling way.
2. Diminished Reach: Stories deemed “important” by publishers often receive lower engagement compared to entertaining or relatable content. This limits your reach and ability to connect with wider audiences. Without engagement, even the most crucial topics fail to make an impact.
3. Content Fatigue: Heavy or overly serious stories can overwhelm readers who are already inundated with information. Overloading them with seriousness risks disengagement. Today’s readers are bombarded with news alerts, social updates, and competing distractions, making it essential to capture their interest quickly.
4. Reputational Risk: Sticking rigidly to a didactic tone can make a publication seem out of touch. Audiences value relatability, and failing to adapt risks alienating potential readers who feel disconnected from the brand.

What Readers Really Want

To meet readers where they are, publishers need to understand what truly drives engagement:

1. Entertainment: Content that amuses, surprises, or evokes emotion consistently outperforms educational material in terms of reach and engagement. Readers seek joy and levity as a counterbalance to daily stresses. Humorous takes, relatable anecdotes, or captivating storytelling are magnets for attention.
2. Practicality: Articles offering solutions, tips, or life hacks resonate deeply because they provide immediate value. Whether it’s advice on managing time or simple recipes, practical content leaves readers feeling rewarded for their time.
3. Relatability: Stories that reflect readers’ experiences, struggles, or aspirations create a strong emotional connection. Articles addressing universal human challenges—like balancing work and family—are more likely to go viral.
4. Brevity and Clarity: In a fast-paced digital world, concise content that respects readers’ time is more likely to succeed. Long-winded explanations or dense paragraphs can deter even the most curious audience.
5. Escapism: With constant exposure to global crises and political turmoil, many readers turn to content that offers a break from reality—be it through inspiring stories, lighthearted humor, or aspirational pieces.

Finding the Balance: Educating Through Entertainment

While “serious” content remains essential, integrating elements of entertainment or relatability can make it more engaging. Here’s how:

1. Storytelling: Transform data-heavy or complex topics into compelling narratives. Use anecdotes, characters, and emotional hooks to draw readers in. A well-told story humanizes abstract issues, making them more relatable and memorable.
2. Visuals: Infographics, videos, and interactive elements can break down dense information into digestible formats. Visual aids like charts or animated explainers provide clarity and keep readers engaged.
3. Humour: Even the most serious topics can benefit from a touch of humour or lightheartedness, making them feel more approachable. A clever quip or playful analogy can lighten the mood without undermining the message.
4. Contextual Relevance: Frame stories around trending topics or cultural moments to increase their appeal and relevance. Tying content to a popular meme or event makes it feel timely and accessible.
5. Multimedia Integration: Incorporate podcasts, short videos, or photo essays to add layers of engagement. Multimedia formats cater to diverse consumption habits and can make complex topics more accessible.

Practical Strategies for Publishers

1. Invest in Analytics: Use data to understand what your audience clicks on, shares, and spends time reading. Let these insights guide your content strategy. Metrics like time on page and social shares reveal what resonates most with your readers.
2. Create Segmented Content: Offer a mix of lighthearted, entertaining pieces alongside in-depth, educational articles. This approach caters to a broader audience while retaining your core values. For instance, feature a detailed policy analysis alongside a humorous opinion piece.
3. Focus on Headlines: Craft headlines that highlight benefits or intrigue rather than merely stating facts. A good headline promises value or entertainment, piquing curiosity and encouraging clicks.
4. Experiment with Formats: Test new formats like quizzes, listicles, or short videos to see what resonates most with your audience. Formats that encourage interaction or quick consumption often perform better.
5. Engage Your Community: Use polls, comments, or social media to ask readers what they’d like to see more of. Engagement fosters loyalty and trust. When audiences feel heard, they’re more likely to return and share content.
6. Collaborate with Influencers: Partnering with relatable personalities can amplify reach and add a layer of relatability to serious topics.

The Case for Adaptation

Adapting to audience preferences doesn’t mean abandoning journalistic integrity or important stories. It’s about packaging these stories in ways that resonate. The goal isn’t to dumb down content but to make it accessible, enjoyable, and impactful. By aligning with what readers want, publishers can expand their reach, build loyalty, and remain relevant in an increasingly crowded content landscape.

For example, a traditional investigative piece can be complemented by an interactive timeline or short video summary, catering to both detail-oriented readers and those seeking a quick overview. This adaptive approach ensures critical stories reach a wider audience without compromising depth.

The Bottom Line

Readers don’t always want to be educated—sometimes, they just want to be entertained or inspired. By understanding and aligning with their preferences, publishers can strike a balance that respects journalistic values while delivering what audiences truly crave. It’s not about giving up on “important” stories; it’s about presenting them in ways that readers actually want to engage with. That’s the future of publishing.

By evolving with audience expectations and embracing creativity, publishers can create content that educates, entertains, and endures. The key lies in meeting readers where they are—and offering them something they can’t resist.