A headline is the only impression you can make on an Internet surfer that can turn them into a potential reader
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How Google generate web page titles
- 80% of readers never make it past the headline: According to some sources, on average, eight out of 10 people will read headline copy, but only two out of 10 will read the rest.
- In BuzzSumo’s survey of 100 million headlines published between March 1st and May 10th, 2017, they found that the 3-word phrase (trigram) “will make you” got double the Facebook shares of the second most popular trigram. This 3-word phrase is so popular because it directly states that the topic will have an impact on the reader, often an emotional one.
Most shared “of the year” headline examples:
BuzzFeed is onto something with its headline choices
A recent New York Magazine profile of Peretti describes how Peretti began a study of what makes content resonate after accidentally creating a viral sensation as a graduate student at MIT
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The ideal headline length
According to Buzzsumo In a study analyzing 100m of the best headlines across Facebook and Twitter, the ideal headline length to be 11 words and 65 characters.
The magic number to use in headlines is… 10.
At the top is “10.” It performs better than any other number by a long shot, with over 22,000 Facebook engagements on average. The second most successful number is “5” with just over 16,000 Facebook engagements by post. “`15” and “7” both perform well at over 12,000 Facebook engagements per post, with “20” and “6” coming in next at over 9,000 Facebook engagements per post.
According to Debra Jason, one of the reasons why using numbers works in your headlines is because numbers are like “brain candy.” They are addictive, and our minds can’t get enough of them.
Call for Attention
The purpose of the headline is to get your viewer to read the first sentence.
Readers only consume 20% of content on a page (Nielson Norman Group)
73% of companies hire someone to do their content strategy (Content Marketing Institute) If you run a company, outsourcing content and copy to a writer is a wise investment.