You can talk all you want about content, but we are all disappointed if people don’t click. Click-through of any kind is the holy grail of the modern media world.
But what is strong and compelling enough to receive the oh-so-valuable click?
An ebook by Hubspot and Outbrain says there are three areas that tend to attract more clicks:
- Headlines with bracketed descriptions. These performed 36% better than those without brackets.
- Visuals and headlines with the word “photos” increase click-through.
- Headlines with the word “who” performed better than those with “why.”
The study identified many of the words click-baiters use, which now diminish the trust quotient of using those words: Words such as “need” and “now,” or “how to” and “tip.” Other words such as “magic,” “best,” “easy” and “secret” also reduce click-throughs.
However, there is no hard and fast formula for using these words. You must A/B test headlines against each other. One word that might cut down on click-throughs may yield high engagement.
Just like with any newspaper or magazine article, many will read the headline, but few read the rest of the article. Key words lead the robots to your post, the headline leads the humans to the story.