After combing through nearly 2,500 native ad unit headlines from 2018 in the inPowered labs we found the 200 that drove very high content engagement rates post-click. As a matter of fact, the content engagement rates ranged between 65% and 97%.
Similar article headlines like this one focus on click through rates (CTR) and not engagement post native ad unit click. This is important to note because after pouring through millions of dollars’ worth of data we found that there is absolutely no correlation between CTR and post-click content engagement. In some cases, we discovered a negative correlation. This is indicative of bot traffic.
Other articles that share best practices when writing headlines focus on what gets users to click not necessarily engage. Remember, there’s no correlation between the two. That means there may be other best practices that help drive engagement.
Methodology
To determine whether content was engaged with we used Chartbeat Analytics’ 15 seconds dwell time benchmark. It states that after 15 seconds, on average, 80% of the content was consumed by 70% of the visitors. In addition, we separated the headlines by content type as shown below in order to glean additional insights.
- Article
- How-To
- List
- What Post
- Why Post
- Brand Mention
The “Article” category is the catch-all for content that didn’t fit in any of the other ones. “Brand Mention” is the category with headlines containing a brand or product name. We chose to include this category because of the on-going debate in content marketing about whether that’s a bad practice. This category supersedes all others, meaning, a “How-To” headline with a brand mention goes into the brand category. The actual brands and products in the headlines have been replaced. Here’s an example: [INDUSTRY BRAND].
To determine if a headline qualified to be on the list, we only looked at ones that lead to at least 500 content engagements. However, most were in the thousands to over 100,000 content engagements. Also, the image displayed with the headline likely has an impact on engagement, too. Headlines do not sit in a silo in content amplification.
Headlines and Engagement Rates
| Why Post Headlines | Engagement Rate |
| The Facts: Why Single-Spool is Superior for ITEP | 82% |
| Why Smartwatches Are An Officer Safety Essential | 75% |
| Why Every Woman Should Be Taking Probiotics | 66% |
These ad unit headlines have a very specific audience. Each one identifies who the article is for – women, police and aviation decision makers. Serving these ad units up to users not identified by each respective headline would have drove the engagement rates down considerably.
| What Post Headlines | Engagement Rate |
| What Kind of Car Is Right for You? | 87% |
| Gas vs. Diesel Engines: What’s the Difference? | 79% |
| What Octane Ratings Really Mean for Your Car | 77% |
| What Does No Annual Fee Mean? | 73% |
| What to Know About Different Types of Credit | 73% |
| What to do if your financial aid changes | 68% |
| What investors can expect in tech for rest of 2018 | 65% |
The one common thread in this category is the topic. Ad unit headlines here are either about cars or finance. The last headline is similar to the Why Post category in that it identifies who the article is for – investors.
| How-To Headlines | Engagement Rate |
| Learn How Your Child Can Get Financial Aid | 91% |
| How New Wrist-Worn Tech Can Save Police Lives | 86% |
| Making the Most of Your Space | 83% |
| Home Office: Managing Your Risk | 81% |
| How to Capture Your Dog’s Personality | 79% |
| Finding the Best Type of Car for You | 79% |
| How to Outsmart Card Skimmers at the Pump | 79% |
| How to Make Your Planned Candid Look Authentic | 73% |
| How to Create a Successful Travel Blog | 71% |
| How to Find Leading Lines As You Travel | 69% |
| Beautify Your Lawn on a Budget | 69% |
| How to Get a Great Photo in All Weather Conditions | 68% |
| How to Shoot Abandoned Places | 65% |
This category of ad unit headlines is all about helping solve peoples’ problems. People only go to the web for two reason – to solve a problem or to be entertained, quickly. Businesses are in the business of solving problems. That’s what they do and why they exist. By leveraging this fact and choosing the right problem to solve these headlines drove significant engagement.
| Brand Mention Headlines | Engagement Rate |
| [AUTO BRAND & MODEL]: Good Things Come in Small Packages | 84% |
| [BICYCLE BRAND] Bicycles: One Ambition Inspires More | 84% |
| [BICYCLE BRAND]: Creating Community Change | 83% |
| [BICYCLE BRAND]: The Path to Healthy Living | 80% |
| [BRAND] shares visual trends for 2018 | 78% |
| [AUTO BRAND & MODEL]: A Shining Light Amidst Declining Sedans | 78% |
| Why the New [AUTO BRAND & MODEL] is Ready to Fight Tonight | 78% |
| 2018 [AUTO BRAND & MODEL]: 6-Speed for Driving Enthusiasts | 73% |
| 2019 [AUTO BRAND & MODEL]: What Has Changed | 73% |
| [AUTO BRAND & MODEL]: Meeting the needs of active lifestyles | 73% |
| 2019 [AUTO BRAND & MODEL] Gets Interior, Engine Upgrades | 71% |
| Highly engineered [AUTO BRAND & MODEL] separates it from others | 71% |
| 2018 [AUTO BRAND & MODEL] Review: Significant Improvement | 71% |
| [AUTO BRAND & MODEL] [TECHNOLOGY] Is An Ideal Driving Partner | 70% |
| [AUDIO BRAND’s] [PRODUCT] Headset Unveiled | 70% |
| Check Out The Latest [BRAND] Smartwatch Review! | 70% |
| 2019 [AUTO BRAND & MODEL] Has the Engine It Deserves | 69% |
| What you need to know about [MOBILE APP GAME] | 68% |
| Road Trip: 2019 [AUTO BRAND & MODEL] | 67% |
| [HOTEL BRAND] Residences Leverage Modern Technology | 67% |
| Learn How the [TESTING BRAND] Helps Open Doors to College | 67% |
| 2019 [AUTO BRAND & MODEL] Gets More Standard Equipment | 66% |
| 10 Reasons SMBs Should Switch to [SMART PHONE BRAND & MODEL] | 66% |
| [TELECOM BRAND] Business Serves Up Connectivity | 66% |
| [TRAVEL BRAND] updates Northeast train seating | 66% |
| Ready to Ditch the PC and Go Mobile-Only with [PRODUCT]? | 65% |
| 1,500 miles on the [MOTORCYCLE BRAND] [MODEL] | 65% |
| [AUDIO BRAND] announces latest budget headset | 65% |
| [MOBILE APP GAME] is a more engaging than Pokemon Go | 65% |
| Social Media Shopping Hacks to use at [RETAIL BRAND] | 65% |
There’s long been a debate in content marketing concerning whether or not including a brand name in a headline helps or hurts with CTRs and engagement. There’re examples that look like it’s a hindrance and examples that look like it helps. The biggest difference between the two is the amount of brand awareness associated with the brand. All of the brands above are well known and popular. The takeaway from this is that headlines should only include a brand name if the brand is a household name.
| List Headlines | Engagement Rate |
| 5 Travel Photography Mistakes & How to Avoid Them | 95% |
| The Least Awkward Travel Photo Poses: Ranked | 94% |
| 6 of the Most Cliché Shots on Instagram | 94% |
| 4 Instagram Secrets to Record-Breaking Likes | 93% |
| Consumer Reports’ Most Reliable Small Cars of 2018 | 89% |
| 7 Easy Rules for Capturing a City Skyline | 81% |
| 6 Tips to Up Your Beach Photography Game on IG | 81% |
| 10 Common Credit Terms Defined | 81% |
| Tricks to Capturing Picturesque Bridge Shots | 78% |
| Non Cliche Ways to Capture A Perfect Sunrise Shot | 77% |
| 7 Free or Low Cost Ideas to Enjoy Summer | 77% |
| Tips for Food Photos You Can Practically Taste | 76% |
| 5 Ways to Be the Best Tenant Ever | 76% |
| Hidden Places to Love on a Cruise Ship | 76% |
| 30 Fun Winter Activities in Lancaster, PA | 75% |
| 7 Hobbies That Can Make You Money | 75% |
| 8 Photography Terms You Absolutely Need to Know | 75% |
| 5 Ways Shadows Can Make Your Vacation Photos Pop | 75% |
| Tech Trends Impacting 6 Key Industries | 74% |
| 6 B&W Photography Tips to Take to the Streets | 74% |
| RIP: 15 Cars Pushin Up Daisies in 2018 | 73% |
| 4 Tips For Your DIY Pet Photoshoot | 71% |
| Money-Saving Mindset: 7 Things to Know | 71% |
| 7 Aerial Photo Tips to Elevate Your Travel Photos | 70% |
| 5 Hidden Spots to Explore on Your Next Cruise | 70% |
| 7 Tips For Photography On The Go | 69% |
| These are the 30 best cars for summer road trips | 69% |
| 5 Really Good Reasons to Join a Credit Union | 68% |
| 5 Places In Your Home You Should Hang a Mirror | 68% |
| 10 Tips for Taking Sellable Travel Photos | 68% |
| 4 Common Business Communication Failures to Avoid | 68% |
| 6 Signs of AFM in Kids | 68% |
| Top 30 Things to Do this Winter in Lancaster | 67% |
| How to Address 3 Common Investment Mistakes | 67% |
| Photo Etiquette: How to Ask in 15 Languages | 67% |
| 4 things you missed when choosing a vision plan | 67% |
| Romantic and Cozy Restaurants in Lancaster, PA | 67% |
| 8 Epic Jumping Poses for Your Next Trip | 67% |
| 6 Ways Smart Factories Are Using Mobile Today | 66% |
| Mobile Cost-Saving Tips for a Growing Business | 66% |
| 10 Mobile Productivity Essentials for Business Own | 66% |
| 3 Investment Mistakes & What To Do About Them | 65% |
| 5 Trends Shaping the Retail Industry Today | 65% |
This isn’t surprising at all. The List Headlines category has long been known to overachieve. It’s human nature to gravitate towards lists. They solve problems and hint at doing so quickly. They also lend themselves to scrolling to look at everything in the list. Which, in-turn, lends itself to 15 seconds or more of engagement.
| Article Headlines | Engagement Rate |
| Gen X’s high screen time could cost employers | 97% |
| Symptoms to Watch for – Signs of GYN cancers | 96% |
| Don’t Ignore The Symptoms of Gynecologic Cancer | 94% |
| The College Application Process | 89% |
| Chelsea Handler Wants to Know What You Think | 88% |
| Is One Car Enough for the Two of You? | 87% |
| Outdated Beauty Trend We’re Totally Over | 87% |
| A Solo Traveler’s Guide to Self-Portraits | 85% |
| Sharing a Car With Your Spouse | 85% |
| How Big-Ticket Purchases Are Changing This Year | 85% |
| Is Your Condo Eco-Friendly? | 85% |
| A Woman’s Guide to Gynecologic Cancers | 84% |
| When a Friend Borrows Your Car | 84% |
| How a Bicycle Shop is Impacting its Community | 84% |
| How One Bicycle Shop Is Changing a Community | 84% |
| Inspiring a Community: A Small Business’ Ambition | 83% |
| A Photographer’s Guide to Barcelona | 83% |
| Roshni Patel Reveals Feel-Good Style Secrets | 82% |
| Work from Home? Protecting Your Business Property | 82% |
| Gynecologic Cancers: Separating Myth from Reality | 82% |
| The Next Generation Of Army Helicopter Is Here | 82% |
| A Civilized Conversation with Canadians | 81% |
| The Average Big-Ticket Purchase Is Going Up | 80% |
| How #doortraits Became a Global Photography Trend | 80% |
| Chelsea Handler Live On Her Cross-Country Tour | 79% |
| A Smartphone Could Soon Power Your Squad Car PC | 79% |
| Visual trends to get behind. So you can get ahead. | 79% |
| Can a Friend Drive My Car? | 78% |
| How a Fashion Blogger Elevates Her Everyday Style | 78% |
| Does Renting a Vehicle Require Buying Insurance? | 78% |
| Food Styling Tips for Better Pictures | 77% |
| A Squad Car Computer Powered by Your Phone? | 77% |
| Benefit flexibility is key to tight talent market | 77% |
| #YesFilter: The Right Way to Use Art Filters | 77% |
| See what’s shaping creativity in 2018 | 76% |
| How This Hobby Became a Global Photography Trend | 76% |
| Fleet Still Grappling with ELD Regulations? | 76% |
| Do You Need Rental Car Insurance? | 76% |
| The Psychology of the Food Photography Craze | 75% |
| Celebs Using Their Stardom to Talk Taboo Topics | 75% |
| Are Retail Managers Ready to Go Mobile-Only? | 75% |
| Small Living Space? Make the Most of It | 75% |
| This Skincare Product Has Knocked My Socks Off! | 75% |
| Don’t Make This Mistake With Your Lawnmower | 75% |
| Financial Terms Explained | 74% |
| Here’s What’s Replacing Legacy Warehouse Solutions | 74% |
| Building a Good Relationship With Your Landlord | 74% |
| These Are Americans’ New Career Ambitions | 73% |
| Don’t Idle Your Cold Car | 73% |
| FMCSA Regulations for ELD: Where Do You Stand? | 72% |
| Do You Need to ‘Save’ Your Savings Account? | 72% |
| How Can Mobile Devices Boost Driver Retention? | 72% |
| Blue Hour: Golden Hour’s Lesser-Known Cousin | 72% |
| Small Home Improvements, Big Impact | 72% |
| Healthcare IT Leaders Are Ready to Ditch the PC | 72% |
| Not all gasoline is created equal | 72% |
| Is Your Savings Account Working Hard For You? | 72% |
| The Most Adorable Dog Photography Trends on IG | 72% |
| #Tilestyle: The Trend Taking Over Your IG Feed | 71% |
| Should I Get a No Annual Fee Credit Card? | 71% |
| How a Personal Loan Could Help Build Credit | 71% |
| Are Physicians Ready to Ditch PCs and Go Mobile? | 71% |
| Do You Have a Data Security Plan? | 71% |
| A Customizable Mobile Solution for Your Warehouse | 70% |
| College Financial Aid Fast Facts | 70% |
| Manufacturing’s Future Will Be Powered By Mobile | 70% |
| Chelsea Handler Wants to Tell You How She Feels | 70% |
| How Instagram is changing the way we travel | 70% |
| Fleet Managers: Can Mobile Help Retainer Drivers? | 70% |
| The Missing Link in Improving Manufacturing Uptime | 70% |
| Haven’t heard of Pickleball? You’re about to | 69% |
| Is a No Annual Fee Credit Card Right For You? | 69% |
| Customize Your Warehouse Mobile Solution | 69% |
| Golden Hour: Nature’s Gift for Better Photos | 69% |
| A Retail Manager’s Mobile-Only Day-in-the-Life | 68% |
| Here’s How Mobile Drives Manufacturing Efficiency | 68% |
| Modern Manufacturers Ditch the PC & Embrace Mobile | 68% |
| The Best Lens for Every Type of Trip | 68% |
| Don’t let poor service hurt your online business | 68% |
| Need a Rugged Tablet for Your Field Workers? | 67% |
| Keep Your Digestive System Running Smoothly | 67% |
| Rules of Composition Photographer Should Know | 67% |
| The Changing World of Americans’ Travel Spending | 67% |
| A NYC Blogger Shows How to Wear Denim this Fall | 67% |
| Rider has spoken: This is Motorcycle of the Year | 67% |
| Rise in Acute Flaccid Myelitis | 67% |
| Guide Your Child on the Path to College | 67% |
| How Millennials are Defining the Dining Scene | 67% |
| Local goes a long way. | 66% |
| The Optimal Legacy Warehouse Solution Replacement | 66% |
| A Day in the Life of a Travel Influencer | 66% |
| Planning to Send Your Teen to College? | 66% |
| New Mobile Tech Is Set to Revolutionize Policing | 66% |
| Importance of Quality Cameras in Video Monitoring | 66% |
| Editors Weigh In On Latest Smartwatch-Check It Out | 66% |
| Smart Factory Tech That Improves Profitability | 66% |
| Here’s How Mobile Can Improve Manufacturing Uptime | 65% |
| Food Blogger Sarah Fennel Shares Her Secrets | 65% |
| Discover Pantone’s 2018 Color of the Year | 65% |
| Where to Take Incredible Celestial Photos | 65% |
| How Going Mobile Only Saves Money, Simplifies IT | 65% |
| How Much Data Do I Need? Finding Your Perfect Plan | 65% |
| Could a Super Powerful Smartphone Replace Your PC? | 65% |
| Seattle’s infrastructure transformation is here | 65% |
The catch-all Article Headlines category is difficult to drive macro-conclusions from. The value derived from the list isn’t necessarily from one takeaway, but rather the list itself. Crafting native ad unit headlines similar to any of the above should be a recipe for post-click content engagement, assuming other best practices are followed.
As marketers, we should expect our headlines to drive engagement for our content, not clicks. Click-bate headlines and images in native ad units may get a click, but likely little engagement. Ultimately, these types of headlines usually lead to a poor user experience. This experience can hurt a brand’s image. Use the takeaways highlighted from each category to maximize content engagement post-click. In addition, each one of the 200 native ad unit headlines can serve as a template for crafting headlines that lead to content engagement.
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