List-post headlines that include the number 10 garner more engagement on Facebook, on average, than headlines that include other numbers, according to recent research from Buzzsumo.

The report was based on data from 100 million articles published on social media platforms between March 1 and May 10, 2017.

The researchers examined the engagement (likes, comments, and shares) for each content piece on Facebook. Outlier posts (i.e., those that garnered an abnormally large number of shares) were removed from the data set.

List-post headlines that include the number 5 is the second most-effective number in list headlines, followed by 15, 7, and 20.

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image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji