Newness trigrams featured in headlines that centered around unique, rare or one-off events and circumstances. Headline example: Joe Biden and Kamala Harris: TIME’s Person of the Year 2020 ( cnn.com 418K shares) 2. Ranking trigrams were based on headlines that largely focused on awards or public votes. There was some crossover, but we focused on the most common patterns. The best headlines fell into eight main categories. To get a better understanding of the types of headlines that tended to perform best on Facebook, we categorized the top 60 trigrams. The top themes in the best Facebook headlines So, if you’re a publisher and you’re reading this, you can feel that bit more confident in applying the results of this research to your own content. If anything, we know now that our updated headline findings are based on more reliable sources. This, along with the decision to move away from clickbait headlines, has undoubtedly impacted the most shared Facebook phrases we’ve examined throughout this study. and managed to hang around, but dropped 5 and 8 places respectively, out of the top 10 domains.Īs we know, Facebook began culling clickbait headlines in 2017, but on January 19th, 2018 the social media giant also announced it would start prioritizing news content from trustworthy sources.įurther refinement to this algorithm was announced on June 30th, 2020, centering around boosting original and authoritative news reporting.Īnd we can see this preferential treatment of news publishers as clear as day in the comparison above. Entertainment websites dropped off dramatically in 2019/20 – particularly lesser known and low quality sites like icreative.am or.Seven domains entered the race in 2019/20 – six of which were news publishers:.The most shared YouTube videos in 2019/20 were overwhelmingly “how tos”. YouTube, once third, is now firmly in position #1 for the most shared headlines, growing by an almighty 3000%.So emotional headlines can still work if you’re referencing exceptional content – but overtly emotional or sensational headlines have seemingly had their day. “one of the most beautiful”.īack in 2017, BuzzSumo co-founder Steve Rayson, described this trigram as a form of “emotional content, with often an explicit promise of exceptional content”. The closest we get to emotion nowadays is through the use of exaggerated phrases ie. This time around however, the top headline for that same trigram achieved just 143k shares. Who Wore It Better?” Pics That Will Make You Laugh Out LoudĪt the time, the top headline for the “will make you” trigram achieved 1.7m shares.
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How to analyze the best headline phrases using BuzzSumoĪnd if you want to find out the best headlines, types, and topics across B2B content marketing examples, read our 2022 research.įor those of you that don’t know, we carried out our most shared headlines study back in 2017 ( Read below).How to write headlines for Facebook AND Twitter.Headline phrases that drive the most Twitter engagement.Phrases that start or end the best Facebook headlines.The top themes in the best Facebook headlines.Headline phrases that drive the most Facebook engagement.We also asked industry leading marketing experts to give their thoughts on our findings. So, what constitutes a “good” headline? Inspired by BuzzSumo co-founder Steve Rayson's much loved most-shared headlines study back in 2017 ( Read below), we have once again dug into the BuzzSumo index to analyze a casual 100 million headlines. We have algorithms deciding who gets to read our headlines, we have more competition than ever before, and we have audiences with exceedingly high standards.
clicks, views, shares etc.īut writing a good headline is no mean feat – especially today. It’s a subject line, a tweet, a h2, a video title – basically anything that aims to: It’s a tiny window of opportunity to connect with your audience.
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