With audiences grappling with a massive surplus in content and subsequent deficit of attention, the headline has become the most important thing brands need to get right to attract meaningful audience attention with their in-feed native ad campaigns.
Article by Sharethrough.
There’s an expectation that this explosion in content and new reliance on headlines can only lead to a rise in cheap-trick, clickbait-styled headlines. But at Sharethrough, we’ve seen the opposite. With increasingly high demands on audience attention, brands need to be more straight-forward and human than ever in the way they present information to audiences.
We’re so bullish on the importance of headlines that we’ve built our own AI-powered statistician to help brands write them better. Headlines are naturally powerful in a world where a lot of people only read... headlines. They entice readers into full content experiences, are especially powerful when combined with native video and on their own can lead consumers to search out a brand online.
Here are five charts that demonstrate why we think great native ad headlines will pay huge dividends for a brand.
MANY PEOPLE ARE ONLY READING HEADLINES
For a growing number of people (especially younger readers), the headline will be the takeaway from whatever piece of brand content you’re trying to promote. Clickbait doesn’t work in the feed, where 99 per cent of people won’t click, and in a recent survey, we found that 20 per cent of Millennials simply won’t ever click, preferring instead to just read headlines. It means that brands need to be more straight-forward and human than ever in the way they present information, imparting the key idea at the moment of impression.
BUT HEADLINES ARE STILL THE KEY TO GETTING PEOPLE TO ACTUALLY READ
As stated, successful headlines today engage the brain, communicating an idea at the moment of impression, but they still have to work on enticing readers to click through to a full content experience. And headlines remain the primary hook to get readers to click. The greatest subject matter in the world isn’t going to get you there. When Sharethrough surveyed Gen Z readers, 53 per cent said headlines were the main factor in convincing them to read.
HEADLINES HELP DRIVE BRAND LIFT FROM AUTOPLAY VIDEOS IN UNDER 10 SECONDS
In a recent Sharethrough survey, 79 per cent of Millennials said that they read the headline while watching a native video. Like articles, headlines are a huge draw in getting audiences to engage with video (over 80 per cent said it was the primary influencer) but it is the combination of the headline with the strong visual element of the video which has the greatest impact for brands. Facebook research has demonstrated the potency of this combination: finding that the vast majority of ad recall, awareness and purchase intent took place within just seven seconds.
A HEADLINE ON ITS OWN CAN SPUR BRAND RESULTS
It’s not enough for a brand that younger audiences are reading headlines, if there's no follow up benefit. At Sharethrough, we’ve seen that audiences are taking action to seek out a brand online from just exposure to native ad headlines. 44 per cent of Gen Z consumers we surveyed (those aged between 18 and 21) said that they’d visited a brand’s website or social media site after only reading a headline. This shows that from even just a brief amount of engagement with native ads, brands can drive real results.
More like this
The state of native advertising in news media
Native advertising award winners announced
Nine key takeouts from Native Advertising DAYS
2017 could be the year of resurgence for magazines
As new measurements are introduced and publishers develop innovative ways to create deeper connections with readers, magazines have a bright future. Reproduced here with thanks to Campaign, this article was authored by Sarah Hennessy, managing director at MEC.
17th Jan 2017
Audience engagement trends in 2017
As social channels continue their meteoric surge, publishers face the balancing act of growing their branded sites while using their content to engage audiences on platforms that aren’t theirs.
17th Jan 2017
Wolfgang Blau named president of Condé Nast International
Wolfgang Blau, who currently heads Condé Nast International's digital operations, will become President of the company on August 1 in a move aimed at bringing digital authority to the heart of the organisation's leadership, it was announced today by Jonathan Newhouse, chairman and chief executive of the company.
16th Jan 2017
Here’s more on how Facebook wants to better collaborate with you
In the past week, Facebook upped its efforts to work collaboratively with media partners on areas ranging from storytelling to content monetisation with the launch of its Facebook Journalism Project. We asked Fidji Simo, director of product at Facebook, to tell us more.
19th Jan 2017
Hearst and The New York Times: emphasis on subscription business
Uncertain advertising environments drive an emphasis on subscription-based models to the fore, the reading of two recent stories – one on Hearst’s acquisition strategy for 2017 and the other The New York Times’ 2020 Group report – side by side again shows.
18th Jan 2017