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How valuable are all those fitness lists? “The ten best exercises for your biceps”, “The five biggest mistakes in your diet”, etc. Why do we enjoy reading them so much and why should we actually avoid doing so?
3 reasons why people read lists
Apparently, every article nowadays must be turned into a list. Last week, I wanted to check some results on Bodybuilding.com when I noticed that even that site is infected with the list virus. One out of three articles turned out to be squeezed into an excel format.
And not only in the fitness world. Bloggers worldwide have discovered the power of lists as a format. The so-called “listicle” from the words “list” and “article” [1]. In itself, nothing wrong with that. Psychologically, we are programmed to read these kinds of titles faster than others. Unfortunately, many of these articles are very good at attracting readers but often offer very little content. Often, they are lists with a bit of padding to be allowed to carry the name article [1].
but I didn’t realize until recently that it was formed from a blend of “list” and “article.” I always interpreted it as referring to prose in popsicle form: vertically arranged, quickly consumed, not too nutritious, but fun.
A. Okrent, University of Chicago
Arike Okrent, linguist at the University of Chicago, perfectly captures the pros and cons of the “listicle” with this.
1. Need to categorize
When we process information, we often have a tendency to categorize the information as a tool [2]. A numbered list is information that has already been categorized and therefore feels more intuitive. Bite-sized information and easy to consume.
2. Fear of information overload
Research shows that we prefer to keep the amount of conscious thinking in a choice as low as possible. We prefer easy choices [3]. It turns out that people feel better about choices from a small selection than from a large selection (“Shouldn’t I have chosen the other one?”). When choosing from a large number of titles, titles with a number in them visually stand out and “help” you subconsciously with a choice. They also promise a limited amount of information.
3. You know what you’re getting
The thought of knowing what to expect makes you feel better about a choice [4]. If you have to choose which article to read based on titles, it’s like having to choose between different doors. Ideally, you would want to know what’s behind each door. Turning around and choosing another door takes time, and who has time? A numbered list is then like a door with a window.
The three reasons why you should avoid numbered lists
Psychologically speaking, the listicles are a fine format. They feel instinctive, they organize the information provided, and they are clear about what they offer. Nevertheless, I avoid this kind of lists as much as possible.
1. Unsupported opinions
I notice that these kinds of articles are often the work of bloggers who are very good at attracting readers but then offer very little. “Not too nutritious,” as Okrent put it. I just did a quick test. I google “The 5 fitness”. I get the expected titles like:
- Top 5 fitness exercises at home
- “The 5 best chest exercises“
- “The 5 fitness items you must have”
- “The 5 best exercises for tight arms”
Etc etc. I went through all the links on the first two pages, and there is not a single article that substantiates any of its claims. Two pages of articles, zero references. In other words, you’re reading opinions. I would have less of a problem if the word “best” in the above articles were replaced by “good”. As soon as you claim that one exercise is better than another, you should, in my opinion, substantiate this. What distinguishes your opinion from all the others in the gym? Shouldn’t you offer more?
Fine if it’s about “The 5 most overrated pop stars” or “The 98 stupidest ways to die while playing Pokemon go”. But when it comes to sciences like physiology, anatomy, biology, and even psychology, wouldn’t it be handy to let science speak sometimes? So, I see my task mainly as translating and summarizing often difficult research texts and providing context.
2. Nothing new
I am amazed at how certain popular magazines can survive by constantly regurgitating the same content. Fast food media. Simple challenge: If you’ve been lured in again by a catchy sounding list, ask yourself afterwards
if you’ve learned anything new.
If you let Google determine what you write (“what search terms do people use a lot, that’s what I’ll write about”), then it’s inevitable that you’ll get thousands of useless, non-contributing articles about getting a six-pack.
The principle of “publish or perish” probably applies in the blogging world more than anywhere else. The statement comes from scientists who feel compelled to publish research regularly for the sake of their name and career. However, this does not mean that they have to do research that is well-documented, substantiated, and controlled before it can be published. Bloggers don’t have that restriction. Why spend days or weeks researching to write one article when you can write ten other articles in a day with nothing more than your opinion and maybe some creative copy-pasting?
In the race to generate continuous content, the value of the information deteriorates into one thinned-out mess of digital diarrhea.
3. Lists don’t provide complete information
However, you can’t blame the bloggers. They are just as often handy entrepreneurs as people who write out of passion. They understand that the average reader is not coincidentally sitting in his easy chair on Sunday morning with his slippers on and a cigar in his mouth with his tablet on his lap. I often write long articles. Too long according to some, well-substantiated according to others. One wants McDonald’s, the other a 5-course menu.
We sometimes talk about “snacks” at the editorial office when we talk about short articles that are easy to write and easy to read. We then choose the right topics for this. Especially opinion articles instead of scientific articles. But not everything is suitable as a snack. You may be in a hurry because your guest is coming in ten minutes, but that doesn’t mean your turkey will be done in ten minutes.
For some things, you just need time. Reading these kinds of lists is often like watching a movie trailer so you can still chat at the coffee machine without watching an hour and a half. Like reading an abstract to write your book report. Do you really want to know something about training and nutrition or just parrot broscience in the gym?
Not all lists are evil
It may seem like I have a dislike for listicles. However, there is nothing wrong with the lists themselves. Sometimes, I can be so focused on the content that I lose sight of the form. Now I’m looking at the increasing number of words at the bottom of my WordPress screen and I know I have to cut some out later. I had to learn that when it turned out that articles of 15,000 words and 70 references might be a bit too much of a good thing.
Just write good content and then see how you can put it in a more pleasant form, seems to me the best way to both be read and actually offer something to read. And that was an opinion.
References:
- mag.uchicago.edu/arts-humanities/listicle-literary-form
- psycnet.apa.org/index.cfm?fa=buy.optionToBuy&id=1969-01986-001 –> categorizing
- sciencedirect.com/science/article/pii/S1057740810001312
- Camerer, C. & Weber, M. J Risk Uncertainty (1992) 5: 325. doi:10.1007/BF00122575
Other sources:
- medium.com/data-lab/the-optimal-post-is-7-minutes-74b9f41509b#.vkzfnlemo
- blog.serpiq.com/how-important-is-content-length-why-data-driven-seo-trumps-guru-opinions/
