What is time to read?

Time to read is a simple estimate of how long it will take someone to read your article, blog post, or any piece of text. It's usually shown at the top of content, like "5-minute read" or "10 min read." This number is calculated based on the average reading speed of an adult, which is typically around 200-250 words per minute.Marketers use this feature to give readers a quick heads-up. Imagine you're browsing online and see a fascinating article. Before you click, seeing "3-minute read" can help you decide if you have enough time right then, or if you should save it for later. It's all about managing expectations and improving the user experience on your website.For content creators, understanding and displaying the "Time to read" can be a small but mighty tool to make your content more approachable and user-friendly. It's a subtle way to show respect for your audience's time and help them engage with your material more effectively.

Why it matters for your marketing

Knowing the estimated time to read is more than just a fun fact; it's a strategic tool for marketers. First, it significantly improves the user experience. People are busy, and their time is valuable. By providing a clear 'Time to read' estimate, you're helping them make an informed decision about engaging with your content. If someone sees a '2-minute read,' they might be more likely to click and consume it during a short break, whereas a '15-minute read' might be bookmarked for later.This small detail can also impact your engagement rates. If your audience knows what to expect, they are less likely to feel overwhelmed or abandon an article halfway through because it's longer than they anticipated. This can lead to lower bounce rates and higher completion rates, which signals to search engines that your content is valuable and engaging. Ultimately, a better user experience contributes to stronger relationships with your audience and improved overall site performance.

How to improve content to optimize reading time

While the 'Time to read' is an estimate, you can certainly create content that is easier and quicker to consume, making that estimated time more appealing. One key strategy is to write clearly and concisely. This means using simple language, avoiding unnecessary jargon, and getting straight to the point. Long, complex sentences can slow down reading speed, so aim for shorter, more direct phrasing that a 7th grader could easily understand. Think about how you can convey your message with the fewest words possible without losing impact.

Break up long blocks of text

Another crucial technique is to break up long blocks of text. A wall of text can be intimidating and visually tiring. Instead, use short paragraphs, typically three to four sentences long. Incorporate bullet points and numbered lists to present information in an easy-to-digest format. Generous use of subheadings, like the ones you see here, helps readers scan the content quickly and jump to sections that interest them most. This visual organization makes the content feel less daunting and more approachable.

Use visuals effectively

Finally, leverage visuals to your advantage. Images, infographics, charts, and even short videos can convey complex information much faster than text alone. They also provide visual breaks, making the reading experience more enjoyable and less fatiguing. By integrating relevant visuals, you can reduce the perceived effort of reading and help your audience absorb your message more efficiently, even if the overall word count remains the same.

Best practices for displaying time to read

When you decide to implement 'Time to read' estimates on your website, a few best practices can help ensure it's effective. Consistency is key; use the same format (e.g., 'X-minute read') across all your content so readers know what to expect. The placement of this estimate also matters. It's most effective when displayed prominently near the title of your article or blog post, allowing readers to see it at a glance before they dive in.Ensure the accuracy of your 'Time to read' calculation. Most content management systems or plugins use a standard words-per-minute average, but you can adjust it slightly if your audience has a higher or lower average reading speed. The goal is to provide a realistic expectation. By following these simple guidelines, you can make this small feature a powerful asset in creating a more user-friendly and engaging content experience for your marketing audience.In summary, 'Time to read' is a simple yet powerful tool for improving user experience and engagement with your content. By setting clear expectations for your audience, you can encourage them to engage more deeply and reduce frustration. Start by evaluating your current content for readability and consider adding 'Time to read' estimates to your blog posts and articles. This small change can make a big difference in how your audience perceives and interacts with your valuable marketing content.