A headline is your first (and often only) chance to draw readers into your content. If you don’t give them a reason to stick around, you risk losing them entirely.
A well-crafted headline can plant a sense of urgency or need in your reader. For example, a feature headline might promise “The best way to ace your job interview.” This type of headline appeals to the reader’s desire for concrete information that will help them get ahead.
Headlines communicate a single idea, even though the news article that follows usually has much more. They also help online search engines match stories with users.
On social media, long headlines are winning out. One study found that headlines with more words receive higher average engagement rates than shorter ones. That’s why it’s important to know your audience and what they respond to.
When writing a headline, consider how it will be perceived on both social and search platforms. We recommend going long wherever truncation isn’t an issue, such as on social posts and