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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.
Between 1 March and 10 May 2017, BuzzSumo analysed 100 million of the most shared article headlines on Facebook and Twitter, the platforms dominated by publisher and consumer content. Then in July, it published its analysis of 10 million B2B headlines – those shared on LinkedIn – and found that the best headline phrases, structures, numbers and lengths differed from the B2C results.
1. What works for B2C content
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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A weekly tracker tracing the stories, figures and policies driving media and social coverage in the 2026 New Zealand General Election across Online News, TV, Radio, Newspaper, Magazine, X, Facebook, Instagram, TikTok, Threads and Forums. This edition covers conversations and coverage from 1st – 8th October, highlighting what’s shaping the election conversation.
1. Election Conversation
21,637
total mentions this week
2. Media Issue of the Week
National Proposes Drug Testing and Benefit Cuts for Jobseekers
National announced a five-point welfare policy: random drug testing for JobSeeker recipients (with sanctions for repeat failures), reduced payments for long-term beneficiaries, and a doubled stand-down period for repeatedly leaving jobs without good reason. Labour and the Greens called it "punching down" and "cruel"; ACT proposed going even further; Luxon defended it as "fairness" for taxpayers.
The single largest media cluster this week (183 of 600 sampled items) was generic "campaigning intensifies as election day nears" coverage. This welfare policy, while smaller by volume (29 items), is a genuine flashpoint: a specific, controversial announcement that sharply divided every major party and will likely keep generating reaction into next week.
3. What's happening across media and social?
4,360 media items · 17,277 social items · share of each channel's own conversation, so the two bars are directly comparable
MediaSocial
Issues
Infrastructure & Transport
The Greens get more than twice the relative attention on social media as in the news. On social, the Greens are 20.8% of party conversation; in the news, they're 10.3%.
Health is a top-four issue on social but not in the news this week - Infrastructure takes its place in media's top four instead. Social conversation is tilting toward the health system while media coverage stays on economy, cost of living and infrastructure announcements.
4. Party Share of Conversation
Share of conversation measures attention and mentions only - it is not polling and should not be read as an indication of electoral success.
5. Top candidates this week
1. Christopher Luxon2,301
Luxon and Hipkins remain close at the top as the campaign enters its final stretch. Peters follows, still driven by coalition speculation. Seymour moves up to fourth on the back of ACT's economic-reform push (including floating a higher superannuation age), overtaking Swarbrick, whose fifth-place mentions continue to track the Greens' polling strength.
6. Election Issues
Top 4 themes this week
Infrastructure & Transport1,709
How are policies landing for each party?
Each major party's most prominent specific policy, and how social conversation reacted to it
NegativeNeutralPositive
National
Infrastructure investment · 53 items
Neg 42.3%Neu 36.5%Pos 21.2%
Labour
Capital gains tax (incl. farms) · 70 items
Neg 85.5%Neu 14.5%Pos 0%
Greens
Wealth tax · 67 items
Neg 17.9%Neu 65.7%Pos 16.4%
ACT
KiwiSaver tax removal · 23 items
Neg 4.3%Neu 4.3%Pos 91.3%
Volume and sentiment above are based on social media data only.
7. Issues to Watch
- National's welfare drug-testing policy is a fresh, sharply divisive flashpoint - the "punching down" framing from Labour and the Greens, and ACT signalling it wants to go further still, both point to more reaction next week.
- Labour's capital gains tax remains the week's clearest negative outlier (85.5% negative on social). National's own infrastructure pledge is also net-negative this week (42.3% vs 21.2% positive), despite infrastructure announcements usually landing on safer ground than tax policy. ACT's KiwiSaver policy, by contrast, remains clearly positive (91.3%).
- On social, discussion of the Greens is mostly about polling results and tactical voting rather than their own policy: 14% of their social conversation is coalition/tactical-voting framing (which bloc to "party vote" for), versus just 2% specifically about their wealth tax policy - their polling surge is driving attention more than their platform is.
If you want to find out more about how Isentia can help you understand the NZ media landscape, please reach out to us here.
"
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