As a sibling has said, writing to maximise engagement is a different beast from writing “well”. I’m sure some “growth hacker” types would argue for defining “well” in a way that’s quantifiable, hence the confusion.
I personally find that style very annoying. It’s especially popular on LinkedIn. When I notice that I’m reading some vertically-set essay, it’s my cue to stop scrolling and stay off LinkedIn for the next month.