We can write great content, but it’s all for naught if people don’t see or read it. The most critical factor to getting a reader’s attention is the headline. Headlines catch readers’ eyes, stop the scroll and make them curious enough to click through. They’re also key for search engine optimization.
While the internet has changed how we consume media, many of the same classic headline formulas work now as they did in the past. Numbers in headlines still do well, list posts still get clicks and questions are powerful because they demand a response. And even though headlines in social media feeds are often truncated, they should still be punchy and snappy.
It’s important to understand your audience and know where they hang out online so that you can craft unique headlines for each platform. Some of these headlines may work better on a Facebook post than on LinkedIn. Others may be more effective on Twitter or Instagram.
It’s also important to remember that a headline is not an article itself. It’s a snapshot of what to expect when someone clicks through to your blog post, video or other piece of content. If you want to increase your chances of a good headline, focus on a clear, concise benefit to the reader and avoid putting too much information in the headline itself. Remember, readers have short attention spans — especially on mobile.