Top headlines pique curiosity, raise engagement and build trust with your audience. They also boost article SEO by signaling to search engines that your content is relevant to specific keywords. Identifying the best headline formula for your audience may require some trial and error, but it’s well worth the effort to get it right.
The secret to writing an attention-grabbing headline is knowing your audience and what makes them tick. This means understanding their motivations for sharing and reading content, identifying key topics that speak to them and knowing how to connect with them through language, emotions and style.
For example, a news story about a celebrity or public figure is likely to have high engagement because it’s relatable and human. The same goes for a cute animal or viral meme. Even complicated subjects can be simplified with a catchy headline, as Wired and Quanta Magazine have shown by explaining Quantum Entanglement to readers in a way that is both entertaining and understandable.
Other popular headlines include shortcuts, commands and how-to’s because they are clear and easy to understand. Similarly, FOMO and scarcity-based headlines, which include terms like “now” or “limited time,” perform because they create a sense of urgency to act fast. Headlines with testimonials or superlatives (“best”) also perform because they build trust quickly through social proof and credibility.
Wordplay and humor catch people’s eyes, make them smile or chuckle and create instant brand affinity. However, be careful not to overdo it, as if the joke doesn’t land, you can lose credibility and end up feeling cringey.