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You are here: Home / Twitter / Long Headlines Perform Better Than Short Headlines for Branded Content

November 7, 2017

Long Headlines Perform Better Than Short Headlines for Branded Content

Long is better than short, it seems, according to a recent analysis of branded content. Polar, a technology provider for branded content, collected data from publishers such as Oath and Gannett and discovered that headline length was a key performance indicator (KPI). It found that clickthrough rates were higher for branded content with longer headlines than those with shorter headlines.

Findings

First, the number of characters in a headline made an impact on CTRs (clickthrough rates). For headlines between 90 and 99 characters, the CTR was 0.43 percent, much higher than the shortest measured length of 10 to 19 characters at 0.12 percent.

Photo Courtesy of eMarketer

Second, the analysis found that headlines containing more words performed better than those with fewer words. Headlines with 16 words received a CTR of 0.33 percent, a jump from the 0.14 percent for four-worded headlines. Additionally, headlines containing numbers and special characters were found to produce better CTRs than those without.

Lately, readers have been favoring longer text length over shorter text length. It’s no wonder  Twitter is testing longer Tweets.

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Article by Anna Hubbel / Twitter

About Anna Hubbel

Anna Hubbel is a contributing writer for AdvertiseMint. Anna writes about trending digital advertising topics, including news stories, how-to guides, and detailed marketing strategies. She works as a freelance writer, having written columns for OnStage Blog, a theater-themed website, as well as other blogs. She also has experience as a videographer, photographer, and web designer. Anna earned her bachelor’s degree in Communication from Saint Vincent College in 2014. She earned a Master of Arts degree in Communication, with a focus on organizational communication, from the College at Brockport in 2019.

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