Loren is an experienced marketing professional who translates data and insights using Isentia solutions into trends and research, bringing clients closer to the benefits of audience intelligence. Loren thrives on introducing the groundbreaking ways in which data and insights can help a brand or organisation, enabling them to exceed their strategic objectives and goals.
A headline might be a reader's first – and only – contact with a brand, and many will keep skimming until they land on something that takes their interest.
If you aren't into the nitty-gritty of headlines, stop reading now. But if you want to be that content creator who writes the runaway headline, here's a snapshot of what some of the research has found.
While previous research suggested that the first three and last three words were the important parts of a headline, the BuzzSumo research highlighted linking phrases as key for headlines targeting B2C audiences.
The three-word phrase – or trigram – that led the engagement charge (likes, shares, comments) was 'will make you'. In fact, on Facebook it had twice as many engagements as the trigram that took second place ('this is why'), followed by 'can we guess', 'only X in' and 'the reason is'.
BuzzSumo determined that the success of the 'will make you' phrase was based on it linking content to the emotional impact it will have on the reader – it sets you up to care ('will make you cry', 'will make you smarter', etc.).
It also found that headlines that provoke curiosity work well when readers are looking to learn something from an article. They are a little like the 'will make you' articles, but they tell you what you'll find out rather than what you'll feel.
The BuzzSumo research found that the top five phrases starting a B2C headline were:
X reasons why…
X things you…
This is what…
This is the…
This is how…
The top five phrases ending a B2C headline were:
…the world
…X years
…goes viral
…to know
…X days
Admittedly, the second-place holder might not rate as well in Australia, but the five top-performing first words were:
This…
Trump…
How…
10…
Why…
So, what doesn't work for B2C audiences? The five worst-performing frequently used phrases were:
control of your
your own business
work for you
the introduction of
what's new in
Confirming earlier Outbrain research, BuzzSumo found that 12 to 18 words and 80 to 95 characters had the highest engagement on Facebook.
2. What works for B2B content
In BuzzSumo's analysis of 10 million headlines of articles shared on LinkedIn, the practical and informative nature of how-to and list posts (see #3 below) proved to be strong performers in the top five most popular three-word phrases:
X ways to…
The future of…
X things you…
How to get…
How to make…
There was a clear frontrunner in the top two-word phrases starting headlines – 'How to…' was shared almost three times more on average than the second-place holder. The top two-word phrases starting B2B headings were:
How to…
The X…
X things…
X ways…
Top X…
Note that after the 'How to…' phrase, the next four most shared phrases were all forms of list posts, which gained more than double the average shares of ‘what’ or ‘why’ posts.
Celebrity brand names also garnered high levels of engagement. It makes sense that companies influencing the business environment and forging technological and business model innovation – like Uber, Google, Apple, Facebook, Tesla and Amazon – will have strong reader appeal. For example, nib's Ambulance or Uber: Who you gonna call?generated a lot of conversation on its Facebook page due to Uber's topicality.
At seven to 12 words, the optimum headline length for LinkedIn is much shorter than for Facebook.
3. The ongoing power of the list
In July 2017, CoSchedule founder Garrett Moon published results of an analysis that began with close to one million blog headlines – which were then put through various filters. The top takeaway was that list posts or listicles (headlines that start with a number) are "huge". Moon wrote they are "the most likely type of post to be shared 1000 or even 100 times". Interestingly, he also noted that "list posts only made up 5% of the total posts actually written".
The BuzzSumo research, confirming the power of lists and the list post format, found the six most effective numbers (in descending order) in B2C content are 10, 5, 15, 7, 20 and 6. In B2B content, the most shared numbers that start post headlines are 5, 10, 3, 7, 4 and 6, with 5 and 10 performing equally well. Note that how-to posts outstripped list posts in B2B.
CoSchedule's results show that list posts that they identified by the words 'thing', 'should' and 'reasons' – '5 things you can do…', '4 reasons why you should…' – do best on Facebook, Twitter and LinkedIn.
It's possible that this is due to a combination of clear promise (‘10 steps’, etc.) and the scannable nature of the post, where you can easily work out which bits you want to read.
4. Emotion is good but beware the bait
While strong emotional headlines and those provoking curiosity may get you results, you need to rein in any urge to overstate.
In May 2017, Facebook announced it would demote “headlines that exaggerate the details of a story with sensational language” and those that aim “to make the story seem like a bigger deal than it really is.”
There may be some debate about what is and isn't clickbait, but there are two key points to consider. In the first place, the reader needs to feel encouraged to read. And in the second, they need to not be disappointed when they have finished reading.
5. Research, tailor and test
There are no hard and fast rules. You always need to research what works for your audience, your topics and your social platforms, and to test your headlines. Different audiences will require different content and will be accessing it on different platforms. For example, Outbrain works for an editorial-led audience more than a business-specific audience.
In the interests of transparency, this headline isn't the first that came to mind. It's the result of trawling through this research.
Maybe we all need to take the advice of Ann Handley, chief content officer at MarketingProfs: "Spend as much time writing the headline as you do an entire blog post or social post."
Belinda Henwood, Strategy & Content
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Blog
5 reasons why a headline goes viral
A headline might be a reader’s first – and only – contact with a brand, and many will keep skimming until they land on something that takes their interest.
It’s not a new debate but an increasingly relevant one. As technology continues to improve, the C-Suite is demanding a clearer measurement into impact. Marketing and communications professionals responsible for curating content are no longer governed by ‘gut feeling’ and instead, are increasingly driven by engagement metrics to demonstrate ROI.
These professionals are well aware how their role requires a mix of art and science thinking. They both draw from the left brain and the right brain, using data and reason to guide the creativity that fuels it.
But this relationship is less rigorously applied to content marketing – an emerging discipline that straddles both marketing and communications objectives.
Marketers and communications professionals have varying levels of social media sophistication – particularly with LinkedIn, which is often a core channel for content. With LinkedIn estimating more than 130, 000 posts are made on its newsfeed every week, organisations are increasingly turning to it as a distribution channel for thought leadership.
Far fewer, however, understand how to draw insight from the platform to ensure their content connects with their target audience.
Marketers and communications practitioners will often speak to me with this challenge solely in mind. Most are able to gauge the success of content on Facebook and Instagram to some level. Plenty of tools exist which measure various social aspects of content marketing, such as ‘likes’ or ‘shares’. But real engagement isn’t buzz. Determining whether content is connecting with a target audience is a key challenge.
Content marketers are struggling to understand whether their current LinkedIn strategy is working – whether it’s reaching the right audience and whether a piece of content is being actively engaged on the platform.
Other times, they will want to target a particular demographic; millennials for example. But they don’t have the understanding of what this group is looking for when they log onto this social networking site.
In short, what content marketers want to do is debunk the myths surrounding their own activity and drill down into strategy to make their dollars work harder.
How can data help?
Data is pivotal. Armed with information, marketers and communications professionals have a window into the opinions, passions and motivations of their audience.
At Isentia we’ve seen this in our own business. The Research & Insights stream has grown by 25 per cent in the last year, as this market recognises the importance of data. I’m often told by clients that they’re just at the start of their measurement journey, but still desperately rely on data to convince the C-Suite to spend money on content marketing.
Research & Insights can be used to help inform content marketing strategy by highlighting what brand-relevant topics an organisation’s audience is engaging with. It can also help content marketers understand where their brand sits against those their competitors, by measuring their share of voice on a particular topic.
But most importantly, data can help marketing and communications practitioners build out content itself. By understanding what type of content receives the most engagement on the platform, they can tailor their content strategies and measure their success at the same time.
Data is the key to debunking the myths of what does or doesn’t work in a content marketing strategy. It gives marketers and communications professionals the opportunity to ensure they understand their audience first and foremost, in order to communicate in a way that connects.
This is where science can help inform the art in content marketing.
Content creators should strive to drive virality to emerge from the flood of online content. Viral content is not merely a popular piece, but it garners excessive engagement to outliers.
This paper explores some common factors of viral content.
What 71 stories, 400+ perspectives, and 50 million audience impressions reveal about the media narratives shaping the 2026–27 Federal Budget.
The 2026–27 Federal Budget was released on 12 May and included some of the most ambitious policy changes in years.
Labor Treasurer Jim Chalmers described it as a budget of ‘reform and resilience’, and the media coverage that followed reflected just how much there was to unpack.
We used Lumina, our AI-powered media intelligence suite, to surface the biggest stories, map different perspectives, and identify the key drivers behind each narrative. This clustered over 48 hours before and after the Budget into 71 different stories, more than 400 perspectives and the total audience reach topped 50 million cumulative views.
Below are the five stories that stood out, what the different perspectives tell us, and what communicators should be watching out for.
Key stories at a glance
▸ Property Tax Reform — Two evenly matched perspectives: affordability for buyers vs. reduced housing supply. Key drivers: Anthony Albanese, Jim Chalmers, Master Builders Australia, Property Council
▸ The Policy Reversal — Government says circumstances changed; opposition says trust was broken. Key drivers: Angus Taylor, Bill Shorten, Peta Credlin, Sean Kelly
▸ NDIS Changes — Sustainability concerns meet advocacy from families and disability organisations. Key drivers: Katy Gallagher, People with Disability Australia, ACOSS
▸ Market Reaction — Investors moved ahead of the speech; banks fell, miners rose. Key drivers: BHP, CSL, DroneShield, Tony Sycamore (IG)
▸ Small Business Support — Permanent write-off welcomed, but owners want more help with rising costs. Key drivers: Jim Chalmers, CPA Australia, Xero
Australia’s biggest property tax change in a generation
The centrepiece of this budget was a major overhaul of property investment tax. It was the most covered story of the night, and the perspectives on the announcement were split right down the middle.
The Government positioned the reforms as a step toward fairness. Negative gearing will be restricted to newly built properties from July 2027, and the 50% CGT discount will be replaced with an inflation-indexed model.
Furthermore, a 30% minimum tax will now apply to distributions from discretionary trusts. Treasurer Jim Chalmers and Prime Minister Anthony Albanese reiterated that these changes will aid a projected 75,000 Australians to buy their first home over the next decade. This perspective accounted for about 50% of coverage across the story (ABC Online).
Industry groups like the Master Builders Australia and the Property Council warned the changes would reduce new housing supply by 35,000 homes, push up rents, and discourage investment.
These perspectives made up approximately 50% of total coverage. That near-perfect split is notable. In most policy debates, one side tends to lead in terms of coverage, yet here, the two perspectives are running neck and neck
That balance tells us the debate around these reforms is far from settled. Neither side has won the narrative.
Why it matters for communicators: This is going to be a long-running conversation. Both sides have credible data. If your organisation has a stake in property, construction, or financial services, now is the time to develop your position and prepare for sustained engagement.
The policy reversal and what it means for trust
Behind that policy detail, however, was a more political story. The government had made promises before the 2025 election that it would not change negative gearing or CGT. This budget announcement made changes to both policies, and the coverage explored what that means.
The Government’s explanation around the changes took up about 43% of coverage. Previous Labor Minister and now Vice-Chancellor of the University of Canberra, Bill Shorten argued that the housing situation had worsened since the election ,and the government had a responsibility to act. Unsurprisingly, Prime Minister Anthony Albanese held the same position. In his interviews, Shorten pointed to the earlier redesign of the stage three tax cuts as an example of a policy change that voters ultimately accepted.
Political commentators offered an analytical view, making up about 40% of coverage. Former Labor adviser Sean Kelly and others noted that the fallout from changing a position depends on context, and that history offers examples of both successful and costly reversals.
The opposition’s framing accounted for about 18% of coverage so far, as we wait for their formal response to the Budget next week. Liberal leader Angus Taylor and his colleague Michaelia Cash described the move as a trust issue. A leaked government document giving Labor MPs talking points to explain the change added another dimension to the story (The Australian).
Why it matters for communicators: Past commitments stay in the public record. For communicators working on policy-related messaging, it’s worth thinking about how your stakeholders weigh trust against outcomes, especially as this story continues to develop.
NDIS changes spark a deeply personal conversation
The NDIS story stood out in Budget coverage for a different reason. It was one of the most emotionally resonant conversations of the night.
The government framed its changes as essential for the scheme’s long-term sustainability, and this perspective made up about 58% of coverage. Ministers pointed to cost growth and fraud as reasons to tighten eligibility, with the Fraud Fusion Taskforce positioned as the mechanism to protect genuine participants while saving $37.8 billion over four years (Sydney Morning Herald).
Disability advocacy groups responded with concern, accounting for about 42% of coverage. Organisations like People with Disability Australia highlighted that over 160,000 participants could be affected, many of them children.
The Australian Council of Social Services (ACOSS) noted the budget also lacked additional support for people on income support. By budget night, advocacy groups had organised a press conference and gathered more than 13,000 petition signatures. This was a story where the personal weight of the coverage mattered more than the volume.
Why it matters for communicators: Personal stories and advocacy will shape this conversation more than policy. If you work in health, disability, or social services, this is one to monitor closely and maintain the human element in the approach.
The market moved before the speech
One of the more interesting stories of budget day was how the share market reacted before the Treasurer even stood up to speak.
The ASX 200 fell across the day. Banks were under pressure because of their exposure to residential mortgages, with analysts pointing to the risk of falling property prices if the tax reforms reduced investor demand.
Rising oil prices from the Middle East added to the mood (NEWS.com.au). And earlier in the week, Australian stock market stalwart CSL dropped over 16% on a separate profit warning, dragging the healthcare sector with it.
But mining stocks went in the opposite direction, with BHP hitting a record high on strong commodity prices for copper and iron ore. Different parts of the economy were reading the same budget in very different ways.
Why it matters for communicators: When investors move before an announcement, it tells you the narrative is already established. For organisations with listed exposure or investor-facing communications, the property reform story is one to address proactively.
Small business: welcome news, but not the whole answer
Making the $20,000 instant asset write-off permanent was a positive headline, but the coverage revealed a gap between the announcement and business owners’ lived experience.
The government’s framing dominated, making up about 75% of coverage. The write-off sat alongside a broader $3.5 billion tax relief package, which Treasurer Chalmers called part of the most comprehensive productivity push in decades.
But the remaining quarter of coverage tells a different story. Xero research showed only 35% of small businesses were confident the budget would address their challenges. Many described the $20,000 threshold as too low for the investments they actually need to make, especially given rising fuel and material costs.
The broader sense was that while the write-off is helpful, it doesn’t change the fundamentals of a tough operating environment.
Why it matters for communicators: Headline announcements and on-the-ground sentiment don’t always match. For industry groups and advocacy organisations, grounding your messaging in real-world experience will resonate more than repeating the numbers.
Looking at the budget through comms: what does it mean for strategy and messaging?
There are two factors that emerge as key considerations.
First, the property tax conversation is set to continue for the months ahead. Both sides have credible arguments and strong stakeholder backing; these sentiments will undoubtedly be reinforced by the Opposition next week. If your organisation is connected to housing, property, or financial services in any way, a long-term narrative strategy will serve you better than a one-off reaction.
Second, keeping an eye out for how the election reversal narrative evolves is important. It will become a reference point for future government commitments. For anyone working on government-related messaging, it’s worth considering how your audiences balance trust with outcomes. Media outlets are actively searching for inconsistencies – as are social media users – so any change must be clearly explained and a credible narrative developed.
How budget perspectives shape the media landscape
The 2026-27 Federal Budget was a budget that asked big questions and looked to a new future. The media coverage showed a public working through what these changes mean, with perspectives spread evenly across the biggest stories of the night.
For communicators, the value is in looking beyond the headlines. Understanding the different perspectives, the people and organisations driving them, and the patterns connecting them is what turns a reactive media response into a strategic one.
To explore these kinds of insights for your own industry, discover what Lumina can surface for you. For more insights from the Isentia team, fill in the form below and we’ll get in touch.
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Blog
The latest stories and perspectives from a budget that broke the rules
The 2026 Federal Budget has landed, and what PR and comms professionals need to observe is how the media conversation has split into dozens of competing narratives depending on who’s telling the story.
