Summary of We Analyzed 100 Million Headlines. Here's What We Learned (New Research)

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We Analyzed 100 Million Headlines. Here's What We Learned (New Research) summary
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What makes an enticing headline? Social search company BuzzSumo director Steve Rayson ran the numbers on 100 million headlines on the Internet between March 1 and May 10 of 2017. He discovered which phrases got the most engagement on Facebook and Twitter and offers some ideas about why they work so well. The good news is that you don’t have to write clickbait; in fact it’s better if you don’t. Readers want to gain insights, be informed and engage their emotions. But time is valuable, so they’re not going to click on a boring headline. getAbstract recommends Rayson’s advice to content authors aiming to increase their readership on social media.

In this summary, you will learn

  • Which phrases appear in the most successful online headlines,
  • What makes certain phrases more effective, and
  • How to write a headline that people will click on and share with others.

About the Author

Steve Rayson is an investor in and director of BuzzSumo: a social analytics tool for content marketers, journalists, and those interested in finding great content and understanding influencer amplification.



How do you get people to read and share your content on the Internet? One way is to have an enticing headline. In a Buzzsumo analysis of 100 million online article headlines, several phrases emerged as clear winners in the race to capture readers and get them sharing your articles, videos, lists and quizzes on social media.

On Facebook, the phrase “will make you” works best. When appearing in headlines such as “24 Pictures That Will Make You Feel Better About the World” or “6 Harsh Truths That Will...

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