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In Pursuit of the Perfect Headline: What's the Secret to Making Your Audience Click?

by Steve Rayson  |  
August 14, 2017
  |  4,462 views

What is the secret to an engaging headline?

Everyone has an opinion... but what does the data say?

At BuzzSumo, we analyzed 100 million headlines published in 2017 to see what insights, if any, we could gain to improve our headlines and ensure they resonate with our audience.

We published our detailed findings in a lengthy, 4,000-word post. But the essence of an engaging headline comes down to just a few core principles, we found.

The Data: The Most-Engaging Facebook Headline Phrases


Our research found that the three-word phrases (trigrams) that gained the most Facebook engagements—likes, shares, comments—were the following:

The Implications: The Essence of an Engaging Headline


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Steve Rayson is director at BuzzSumo, which provides social insights for content marketing and SEO campaigns.

LinkedIn: Steve Rayson

Twitter: @steverayson

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