BuzzSumo dug into 100 million headlines to figure out what’s working and what’s not. Their findings suggest there are differences on different platforms (Facebook vs. Twitter, for example) and that the characteristics of top-performing headlines have changed since 2017.
On Facebook, there is 100% difference between the top 20 headline phrases in 2017 vs 2019/20.
Similarly, on Twitter, only two of the most popular headline phrases have remained the same since 2017.
We can attribute this stark change to a few things; algorithmic maturity, audience preference and the publisher landscape.
Whether social media has taught us what to consume, or whether we have taught it, there’s no denying that the production and consumption of content has become more refined over the years.