From world war to Chicago West: what makes The Mail so addictive?
In early 2015, Snapchat launched a Discover feature, enabling users to receive content provided by top media companies, such as The Daily Mail. While our grandparents, and those before them, are familiar with the conservative outlook on current affairs, the Mail’s move to the online world has shown a rather staggering decrease in what your Great Gran would deem ‘news’. The Financial Times has suggested that “If you are tired of MailOnline, you are tired of Kim Kardashian’s life — and most readers are not”.
So what is it that keeps the majority female readership hooked?
The Daily Mail seems to offer the best of both worlds for young people. It keeps you up to date with the latest news on Kylie Jenner’s baby, while providing just enough information into world affairs to sustain intellectual status and satisfy concerned parents. Having the lowest demographic for 15- to 44-year-olds among the major British dailies, it is no surprise to see the variation of publishing techniques to entice viewers to online platforms. Comprising of short videos, sound effects and even emoji’s, The Mail’s online communication is molded to the proposed needs of the target audience.
The Big 4
- Facebook- having knowledge of demographics is key to publishing. With 40 being the average age for Facebook users it highlights the importance of keeping a traditional text form for the oldies to remain readership.
- Twitter-The website allows users to create accounts in order to comment on articles, allowing anyone to express anonymous approval or disapproval of comments made.
- Instagram- videos seem to speak louder than words in the current age. Without a film did it really happen? Instagram layout is not too dissimilar to that of competitor, LADbible.
4. Snapchat- the snapchat publication purposely corresponds to what users are used to, with simple swipe motions and full screen image icons, you are able to select stories that you yourself could have reworded from other news platforms. With the average age as young as 13 it is less likely for young people to take a critical stance and question the credibility, rather a sense of confirmation bias emerges- supporting already acclaimed view of Celebs, offering a form of displacement from reality.
Screen age generation
It is estimated that 25% of the traffic received by the website is purely to access the entertainment and gossip stories. The Mail was criticised for running the front-page headline “Never mind Brexit, who won legs-it”, highlighting its tactics in online communication altered to the target audience, regardless of the backlash.
Take snapchat for example, an occasional video of a whale imitating dolphins is a prime example of how to sustain a vast audience. The break between gossip stories ever so cleverly justifies your mind-numbing activities, ‘its educational’ you tell yourself. The effective alterations in online communication is a win win for big companies, with more users, there’s more Mail readership, with more readership there’s more advertisement and in turn, the big bucks roll in.
The age of formulating captivating headlines is long in the past, instead we rely on videos and images of celebrities perceived perfect lives or failing dietary habits as a form of escapism.
If you’re not already hooked, you will be.
