Why We Do What We Do, Even If the Odds are Stacked Against Us
In case you didn’t know, it was a rough year for online publishers, particularly those that offer longform content. Longform, in this case, refers to articles that have, on average, 800 to 1,000 words, with some that are even longer. We’re talking about media platforms that go beyond the brief news items about things that are happening in the world today; those that delve deeper into stories trending on social media; and those that offer just a bit more insight and viewpoints about stuff that happened in the past and things that could have an effect on our future.
We’re talking about publishers like Esquire Philippines.
It’s been tough because we’ve seen just how drastically online behavior has changed just over the last couple of years. We were all caught deer-in-the-headlights surprised by the pandemic and weren’t sure what would happen during those months that everyone was forced to stay indoors, but now we can look back and see that most people turned to online content to get them through that period. Streaming and video-on-demand subscriptions skyrocketed, as did downloads for mobile apps like Kumu and Tiktok. And people turned even more to their gadgets to get their news and features fix.
ALSO READ
These Are Our Most-Read Stories of 2023
These Are Our Most-Read Opinions and Essays of 2023
But now that the pandemic is all but over, things are beginning to settle and we’re getting a clearer picture of online user behavior and media consumption habits. The number of paid subscribers to streaming services (like Netflix) continues to grow and is projected to hit 4.4 billion users by 2028; a majority of adults say they are getting their news from social media, despite many of them admitting that it is the least trusted news source globally; and social media behemoth Tiktok is continuing its upward growth trajectory, reaching over 830 million users globally in 2023 and projecting to reach 955 million by 2025.
These trends give us a clue to how people are behaving and consuming entertainment and information online. And it’s supported by anecdotal evidence. How many times have we encountered the phrase “I saw this on Tiktok…” or “You should see this video on Facebook…” during casual chats with our friends, colleagues, and acquaintances? The implication is clear: more people are mindlessly scrolling through their social media feed and stopping to watch the videos that happen to catch their fancy instead of actually clicking a link to read an 800-word article.
So where does that lead publishers like us?
That’s quite a challenge, for sure. It can sometimes feel like a losing battle when we’re presented with data suggesting that readership for the kind of content that we produce is on the decline and people would just rather watch dance videos on Tiktok. This year, I wrote a story on the situation of the victims of the Marawi siege six years ago, and an in-depth piece about the Davao City-Samal Island bridge project that residents waited years for but will reportedly destroy a protected marine sanctuary on the island; but both barely got read. Instead, our most-read stories of the year include an influencer who tried to get a free stay at a luxury Tagaytay resort, how Filipinos tried to redesign the viral PAGCOR logo, and an opinion piece about a misguided clout chaser on social media, among other great stories that we’re proud of doing. But how do you think it makes us feel when we spend hours, sometimes even days or weeks, on a well-written, well-produced story about a consequential, socially relevant topic and it fails to register with our readers, but the relatively more superficial ones involving celebrities, “influencers,” or viral news stories from social media generate immense interest and attract more than the usual pairs of eyeballs?
Admittedly, it can get pretty disheartening and more than a little frustrating, but that’s the nature of the publishing business. You’re never really sure what will resonate with your audience enough to make it feel like it was worth the effort.
As online publishers, we acknowledge the importance of data and metrics to help inform us about the stories that, er, click with our readers. We can’t speak for other online media platforms, but we’re pretty sure it’s the same deal with everyone: find out what works, and then do more of that.
On the other hand, we also know that it’s not solely about the numbers. As a brand, Esquire is all about promoting substantial and original thought that ultimately adds value to the lives of our readers everywhere. Some of the stories that we publish may not get much traction in the wider universe of online readers, but we rest comfortably in the hope that these stories find their way to the right readers: those who value content that is compelling, incisive, and thought-provoking, and that they can’t get anywhere else. Ultimately, our mission is to empower audiences with content they can use to lead more well-rounded, fulfilling lives.
And that’s our guiding principle in 2024: stay the course by offering distinctly Esquire-branded content: original, clever, analytical, and with just the right amount of humor and whimsy. It's about striking that balance between stories that are popular and trendy, and those that are functional and relevant. And we offer our thanks to you, dear reader, who made it this far in a 900-word article. It’s to you that we owe our gratitude, not to mention our livelihoods. We dedicate our efforts to you and hope that you continue to support us in the wild, unpredictable year ahead.
