It turns out longer is better—at least when it comes to writing headlines for branded content.
Branded content technology provider Polar analyzed a bunch of data provided by premium publishers, such as Oath and Gannett, to see how variation in headlines affected key performance indicators (KPIs).
It found that branded content headlines between 90 and 99 characters achieved a clickthrough rate (CTR) of 0.43%, higher than headlines with fewer characters.
The “more is better” theory also held true for the number of words included in a headline. Polar reported that headlines with 16 words garnered a CTR of 0.33%. By comparison, pithy headlines of just four words recorded an average CTR of less than half that, at just 0.14%. Read the rest at eMarketer.