November 16, 2017
With the rapid rise of social media platforms, new options for content distribution, and the seemingly endless amount of content formats, publishers have to work harder than ever to get a reader’s attention.
At Polar, we are dedicated to the premium publishing industry and recognize these growing pain points. We provide a technology platform that helps publishers better leverage their owned audiences by optimizing the distribution of branded content across their owned and operated properties.
We recently sat down with a number of premium publishers from around the globe to discuss content and creative (headline and thumbnail) best practices. Many did not have a standardized internal “playbook” for helping content creators create strong performing creatives. As a result, we decided to examine aggregate headline performance data across all of our global publishers to find new actionable insights for driving more clicks. We extensively reviewed over 10,000 branded content headlines from a variety of the world’s leading premium publishers, such as Condé Nast, Gannett, Oath, News Corp, and The Telegraph.
Headlines are the single most important part of getting eyeballs to your branded content, whether it’s custom, editorial, sponsored, or video. Headlines are the gateway to your content and it’s what makes the reader hungry to find out more.
We recently released a comprehensive 37-page report with our headline data. Over the next few weeks we’ll dive deeper into different areas of our research. This first post examines headline length and how the number of characters and words can have a direct effect on CTR performance. In general, we found that longer headlines tend to promote better CTR.
The above chart plots out CTR performance based on the number of characters used in a headline. Character lengths have been aggregated into groups of 10.
The chart plots out CTR performance based on the number of words used in a headline.
Looking for more headline insights and best practices? Check out our new 37-page whitepaper ‘What Makes A Great Branded Content Headline?’ We take a much closer like at the relationship between headline performance and characters, numbers, words, and phrases.
Please note, this research represents the aggregate performance data from our sample. We are not recommending a “one size fits all”, in that the benefit of branded content is building experiences that are relevant to your voice, tone, platform and environment for your audiences.
This benchmarks report presents a detailed look at global aggregate performance data, as well as specific performance across Australia, United States, and the United Kingdom.DOWNLOAD FREE COPY