80% Never Read Past This: Headline Science That Works

Find out what exactly what makes readers click — and what makes them bounce.

Your headline isn’t just your first impression — it might be your only one.

The big picture:

Smart headlines can dramatically boost your readership and engagement. Here’s how to nail them:

• Front-load keywords: HubSpot’s study of 100,000+ headlines found front-loaded keywords improve CTR by 45%.

• Numbers still dominate: Headlines with numbers outperform others by 30%, according to Semrush. But there’s a twist: odd numbers now outperform even numbers.

• AI-proof your approach: With 87% of newsrooms now using AI tools (Reuters Institute), human-written headlines that show personality stand out more.

• Keep mobile in mind: 86% of news get first viewed on mobile (Pew Research). That means:

  • Aim for 40-50 characters max

  • Strong first 3 words essential

  • Avoid complex punctuation

Between the lines:

Social media algorithms increasingly prioritize longer dwell time. LinkedIn’s 2023 algorithm update rewards posts where readers engage beyond the headline.

The bottom line:

The “eight-second attention span” myth is dead. According to Microsoft’s 2023 research, it’s now about “selective attention” – you have three seconds to prove you’re worth more time.

Bonus tip:

The rise of dark social (private shares) means traditional headline metrics only show a portion of your content’s real reach. Learn more about dark social in this HootSuite article.

Need help mastering headlines? Let’s connect.