Branded content with longer headlines are better for driving engagement with target audiences, according to a new study published by tech enterprise Polar.
The study analysed data sets provided by a plethora of premium publishers in order to determine how variations in headlines impact key content metrics such as unique visits, click through rates and page views. The results conclusively showed that headlines with more characters achieved significantly better results overall.
Branded content headlines with between ten to 19 characters achieved a click through rate of just 0.12%, which was way down on the 0.43% figure for headlines with between 90 and 99 characters. There was a steady, gradual rise in benchmark scores as the number of characters increased.
The “more is better” theory has been a notable trend in content marketing this year as in depth, editorial articles are quickly becoming the de facto resources for educating, informing and entertaining consumers. Polar’s study mirrored this emerging trend as headlines with more words drove better click through rates. Polar also noted that special characters and numbers also had a positive impact on key performance indicators (KPIs).
A separate study from Polar and Ipsos Connect released in the summer found that branded content has a hugely positive impact on increasing a consumer’s awareness of a brand and driving their intent to purchase a product or service. It also stated that visual content in the form of videos and images are among the most potent forms of capturing customer attention, due to shrinking attention spans.