Encourages reading.
- Most people overestimates the time needed to read an article.
- Having ERT subconsciously tells them that it’ll take less time than they thought.
- Try: Which encourages you more to start reading?
- How to build a reading habit (4-min read)
- How to build a reading habit
Better reading experience.
- The best reading experience usually comes if the readers finish the article in one go.
- If unfinished, coming back to it later may takes away the atmosphere the author would like to set up.
- Having ERT allows the readers to set aside enough time to finish the article, so they’re more likely to finish it in one go.
- Example: If James has 10 mins to spare, knowing that your article takes less than that makes it more likely for him to read it.
↗️ Reference
How estimated reading times increase content engagement
The advent of digital platforms has increased the amount of content people read on computers, smartphones, and tablets. The average person spends almost seven hours a day viewing internet-connected content on a screen, according to data from Comparitech. And it's even higher in the U.S., with the average person spending over seven hours viewing screen content each day.
martech.org
