For over two decades, the article has shaped the way digital journalism is produced and delivered. It is the object around which CMS systems are designed, the format that defines editorial workflow and the container used to measure everything from engagement to revenue. In many newsrooms, it is not just one format among many. It is the product.
But for most mobile readers, the article is no longer the beginning of their experience. And more often than not, it is not where their attention ends up either.
Inside publisher apps and mobile feeds, users scroll through headlines, respond to a push alert, watch a short video or interact with a poll. They engage in moments. They get what they need and move on. Many never open the article at all.
That does not mean they are uninterested. It means they have already found what they came for, outside the format we keep treating as central.
When editorial logic and product behaviour fall out of sync
Newsrooms still invest most of their time and energy into producing articles. This makes sense. The article is where the reporting lives. But the problem is not the journalism. It is what the product assumes about how users will interact with it.
In mobile environments, the assumption that people move in a linear path from headline to article to related story no longer holds. The path is more fragmented. Sessions are shorter. Attention moves sideways instead of downward. Reading cannot be assumed.
It is common now for a user to open a news app several times a day, skim the top stories, engage with a visual or quote and close the app without ever tapping on an article. This is not a sign of disinterest. It reflects how attention operates when time is short and options are endless.
Why format is the real interface between product and journalism
Format is often treated as an afterthought. A visual layer that wraps around a story once it is written. But in practice, format shapes the experience. It decides how the story is encountered and how it moves the user forward.
Good formats do more than look nice. They organise information, guide comprehension and lower the barrier to entry. They help the user know where they are and what comes next.
If the article is the only format in play, users have to work harder to extract meaning. Some formats are too dense for mobile. Others ask too much too soon. When every story leads to a long scroll, many users hesitate or leave.
A more thoughtful approach gives readers multiple ways in. Instead of pushing all attention into the article, it spreads it across surfaces that reflect user needs.
Ten mobile-first formats that outperform the article at the surface
This behavioural shift has prompted leading publishers to explore a new set of formats. These are not superficial tweaks or engagement tricks. They are deliberate editorial structures designed to capture interest, reduce friction and guide users through complex stories in more natural ways.
Here are ten mobile-first formats that have proven more effective than articles at the top of the engagement funnel. They are designed not to replace depth, but to enable it.
1. Threads
A sequence of short, feed-native content blocks published within the app, often structured around a theme or developing commentary.
Why it works:
Threads break the narrative into digestible steps. They mirror the rhythm of social feeds while allowing editorial voice and continuity. Instead of a dense scroll, users can follow an argument or update one card at a time, which improves comprehension and reduces bounce.
When to use it:
Ideal for analysis, opinion, explainers, multi-part narratives or reactions to ongoing stories. Works well when you want to build momentum or hold attention across a session.
Example:
While few news apps currently support native thread-style feeds, many of the same publishers rely on this format extensively on social platforms like X (formerly Twitter). The value is well understood: sequential delivery, editorial voice, mobile-native engagement. But the execution often stops short of being integrated into their own products.
A notable example comes from The New York Times’ climate team.
In a recent thread titled “What’s a peatland and why does it matter?”, they broke the topic down into nine concise, image-supported updates. Each post tackled a specific angle; from carbon storage to quirky ecological facts, allowing users to scroll, learn and engage without needing to read a full-length article. The structure mirrored a mobile-native thread, guiding the audience step-by-step through a complex subject.
2. Live feeds
A single stream of real-time updates, delivered in chronological order within a persistent container.
Why it works:
Live feeds centralise the story without fragmenting the experience across multiple articles. Users stay anchored while events unfold, which supports longer dwell times and return visits during high-interest windows.
When to use it:
Best for elections, breaking news, sports coverage, court cases and other fast-evolving topics. Offers structure and continuity in moments of uncertainty.
Example:
One of the most recognisable implementations of live feeds comes from the BBC, especially during major sporting events like the Tour de France. Rather than scattering updates across multiple articles, the BBC delivers a single, real-time stream directly within its app and website.
In the example shown here (captured during Stage 12 of the 2025 race), updates are presented in a clean, chronological scroll. Each entry includes race commentary, rider timings, tactical insights, embedded videos and expert analysis; all stitched together into one uninterrupted experience. There’s no need to jump between tabs or refresh pages.
The format creates a live narrative that evolves with the race. Whether users dip in for a quick glance or follow kilometre by kilometre, the structure keeps them anchored and coming back. It’s not just about being fast. It’s about offering context, flow and presence. Exactly what’s needed when events are moving minute by minute.
3. Q&A explainers
Stories structured around real or anticipated reader questions, with each section offering a focused, standalone answer.
Why it works:
This format speaks directly to user intent. People arrive with specific doubts, not always a desire to read a narrative. Q&A structures mimic the way we search or speak, which makes them intuitive and efficient to consume.
When to use it:
Use when clarity is more valuable than storytelling. Especially effective for policy changes, global conflicts, health guidance or economic shifts.
Example:
A strong use of this format comes from The Independent, which runs a recurring series titled “You Ask The Questions”. Each piece is structured around real reader concerns, turning unfolding stories into accessible explainers.
In a recent edition; “What do Ofcom’s new child online safety rules mean for social media?” – the format breaks the issue into a sequence of direct questions. Each section offers a clear, self-contained answer: what’s changing, who’s affected, how enforcement will work. There’s no lead-in. No setup. Just the information users came for, delivered in the rhythm they expect.
It’s the kind of structure that makes space for nuance, without overwhelming the reader. And one that reflects how people actually search, skim and decide what to pay attention to.
4. Interactive polls
Quick engagement tools embedded in the feed or story, allowing users to answer a question with a tap.
Why it works:
Polls offer lightweight participation. They make users feel involved without demanding deep context. Even when the poll is simple, it signals editorial responsiveness and breaks passive consumption patterns.
When to use it:
Effective in opinion-rich coverage, sports, culture, local news and any moment where gauging sentiment adds editorial value.
Example:
One of the most consistent uses of this format comes from News 12 New Jersey, where daily polls have become a core part of the outlet’s live coverage and digital experience. Whether inside their mobile app or broadcast via QR prompts during TV segments, users are invited to respond to locally relevant questions with a single tap.
Polls include prompts like “What is your favourite part of the long thanksgiving weekend?” or “Which local issue should the council address first?” Questions rooted in the lived experience of the community. Results appear instantly, turning participation into visible impact.
The format now ranks among the most-visited sections of their site, just behind the homepage and weather, proving that even simple, habitual participation can drive loyalty.
5. Short vertical video
Mobile-optimised video, typically under 60 seconds, designed for vertical scroll environments and enhanced with subtitles or motion graphics.
Why it works:
Video offers tone, emotion and immediacy in ways text often cannot. When optimised for the feed, it can convey a key moment or insight in seconds, keeping users immersed in the story.
When to use it:
Use for summaries, field reporting, voice-driven reactions or to personalise the brand through hosts or correspondents.
Example:
In response to shifting mobile habits, publishers like CNN, BBC and FOX Sports have begun producing short-form vertical video specifically for their own platforms, not just for social media. These videos are designed to live inside the app experience, not redirect away from it.
A recent example comes from CNN’s 2024–2025 coverage, where daily “Shorts” under 60 seconds now appear directly within the mobile feed. These include breaking news summaries, visual explainers and correspondent-led reactions, formatted vertically with text overlays and motion graphics for clarity without sound.
The format does more than repackage broadcast. It creates native video moments that feel personal, fast and made for mobile attention. And because it’s embedded right in the scroll, it meets users where they are, mid-swipe, mid-session, without asking for commitment or redirection.
6. Visual timelines
A chronological visualisation of events, built with modular cards that combine text, media and metadata.
Why it works:
Timelines provide a clear narrative scaffold. They help readers understand sequence, causality and escalation without needing to wade through long paragraphs.
When to use it:
Particularly useful for legal cases, conflict zones, policy processes or anniversaries. Anywhere the “how we got here” matters.
Example:
A recent investigation from The Guardian; “The spreadsheet, the superinjunction and the relocation scheme” offers a clear example of how timelines can support deep accountability reporting. Published in July 2025, the piece visualises the unfolding of a high-stakes data leak that exposed confidential details about Afghan allies and the UK’s flawed relocation response.
Each chapter is structured as a modular block, anchored in time and layered with reporting. The scroll moves from the original breach to the superinjunction that followed, pausing on key policy failures, missed warnings and the ongoing consequences for those affected.
The format creates rhythm without forcing narrative. It shows what happened, when and how one decision led to the next, without the reader needing to untangle a long investigative piece from the start.
7. Swipeable galleries
Image-first story formats navigated by swiping, often paired with short captions or ambient sound.
Why it works:
Visuals often carry more immediate emotional weight than text. Galleries let users move at their own pace and focus on the imagery when that is the story.
When to use it:
Best for protests, events, human interest stories, photojournalism and fashion or design coverage.
Example:
One of the most consistent uses of this format comes from Associated Press, through its weekly photo feature “Week in Pictures”. Published across its website and mobile app, the format invites users to swipe through a curated collection of the most striking images from around the world.
Each photo stands alone, paired with a short caption offering just enough context to anchor the moment. The flow moves from one frame to the next, without interruption or friction, letting the visuals carry the emotional weight. From cultural rituals to moments of crisis, the gallery becomes its own form of storytelling.
It’s a narrative told in images, paced by the user, powered by the photo editor’s eye.
8. Push notification series
Not just single alerts, but a planned sequence of notifications that builds a narrative arc across multiple visits.
Why it works:
Push alerts drive re-entry. When used in sequence, they build rhythm and anticipation, helping users develop a recurring habit tied to specific coverage.
When to use it:
Ideal for time-bound packages like elections, crisis tracking, daily briefings or special editorial series.
Example:
One of the most structured uses of this format came during the 2024 UK general election, when the BBC News app delivered a carefully sequenced set of push notifications, designed not just to inform, but to guide users through each phase of the campaign.
Across 68 targeted alerts, users were taken from launch announcements and debate summaries to early results and final outcomes. Each push acted as a link in a wider chain, building narrative tension and offering just enough context to bring users back for more.
It was a timeline delivered in real-time. The alerts shaped how the story was followed, turning re-entry into routine and notifications into the front door of the election experience.
9. Annotated cards
Standalone informational units such as quotes, facts, stats or definitions. Usually designed for stacking or embedding.
Why it works:
Cards let users access fragments of value without committing to a scroll. They support memory, shareability and orientation. Especially when inserted around heavier content.
When to use it:
Great for complex stories that benefit from reference points. Use during debates, legal hearings, scientific coverage or policy updates.
Example:
A newsroom example of this format comes from McClatchy, which rolled out “Behind the Story” cards across its network of local news sites. These short, embedded cards appear within or alongside coverage, offering readers additional context without asking them to dig or navigate away.
Each card answers a simple, unspoken question:
- Why did we report it this way?
- How did this story come together?
- What does this term actually mean?
From explaining how a suicide story was handled, to breaking down the timeline of a fast-moving local investigation, these cards build trust by showing editorial intent. They function as modular transparency units, stacked where needed, always optional, but quietly powerful.
10. Community threads
A format that surfaces reader or expert responses directly within the editorial flow, either as inline highlights or curated threads.
Why it works:
These add texture, diversity and immediacy. They show users that the newsroom is listening and that multiple perspectives matter. It also reduces the distance between professional and public voice.
When to use it:
Perfect for civic journalism, feedback loops, lived experience stories or open questions that spark discussion.
Example:
A strong example of this format comes from The New York Times, through its long-running NYT Picks feature. Instead of relegating reader comments to a thread at the bottom, selected contributions are surfaced directly within the editorial experience; highlighted, curated and placed in the context of the story itself.
Each pick is moderated by journalists and chosen for its insight, personal relevance or unique perspective. Whether it’s a legal expert unpacking a court decision or a reader reflecting on a shared lived experience, the result is the same: a more layered, grounded read.
They’re community inputs made visible; inviting participation, acknowledging expertise and stitching public voice into the editorial fabric. It turns the story from something told into something shared.
These formats are not replacing the article
Each format above does something the article cannot do as easily. It introduces the story in a low-friction way. It builds trust by reducing cognitive load. It creates a smoother entry, especially for those who are still deciding whether they want to invest attention.
Performance here does not mean more clicks. It means more meaningful sessions. It means more users returning for the same story across different moments. And it often means the article is eventually read because the user was guided there more gently.
From stories as pages to stories as ecosystems
The strongest publishers no longer think of stories as single-format units. They see them as ecosystems.
A single story can include:
- A timeline for orientation
- A Q&A for clarity
- A poll for quick interaction
- A thread that floats to the top of the feed
- A push notification arc to bring users back
- A long-form article to deliver the full picture
Each piece serves a different purpose. Together, they build a richer experience. If a user skips one layer, they still encounter another. If they leave and return later, the story is still active and alive.
What teams need to support this approach
None of this works without the right structures in place. Publishers need more than new ideas. They need systems that support different ways of working.
- Platforms that enable modular publishing
- Editorial planning that includes format decisions from the start
- Format guidelines based on user intent and story type
- Metrics that reward surface engagement and not just article views
- Collaboration between editorial, product, audience and data teams
Attention starts earlier than we think
The article remains essential. But it can no longer carry the entire weight of the user experience.
In today’s media environment, most users begin their session before they even realise it. A tap, a glance, a scroll. These are the moments that determine whether someone keeps going or moves on. If we only optimise for the article, we ignore everything that happens before and around it.
Formats are not cosmetic. They are part of the editorial process. They influence whether the story lands, whether it lingers and whether the user returns.
This shift is already here. The only question is whether publishers are ready to build for it.
