Scratching your head for a Captivating Video Title?
I’m going to assume you make great video content. It’s amazing. It’s the best video content ever. There are thousands, maybe millions of video content producers in the world and yours is the best.
But nobody is clicking on it. What gives?
There’s no surefire way to ensure your video gets lots of clicks (other than clicking it yourself over and over and over). But every so often you can dig deep through data and discern some interesting trends about what works – and what doesn’t – when constructing the most click-batey (oops, I mean click-able) headline possible.
1) Ask a question
There’s legit research to back this up, and it’s pretty cool. BI Norwegian Business School out of Oslo conducted a series of studies on how people respond to headlines. In one study, they posted ads to an online auction site offering a new iPhone, but with slight variations to the headlines. The research found that asking a question within your headline led to higher rates of views than a simple declarative message. For example, “Is This Your New iPhone?” had more hits than “iPhone for Sale.”
2) Use You / Your
The same study from BI Norwegian Business school found that titles with self-referencing cues (you / your) were more likely to be clicked on than purely declarative headlines. For example, the title ‘Your New iPhone’ was clicked on significantly more often than ‘iPhone for Sale’. This jives with what we already know about inbound marketing and making customer-centric content. It’s all about the reader (or watcher,) so go ahead and mention them in the title.
A quick summary from the report:
“The results from both experiments suggest that question headlines are significantly more effective than declarative headlines in generating readership. The results from the second experiment also indicate that question headlines with self-referencing cues are particularly effective and generate higher readership than question headlines without self-referencing cues and rhetorical question headlines.”
The full study is available here
3) Insert a number
I haven’t found any hard research or data to back this up, but take a look at your Facebook feed. Guaranteed that at least a few of them are titled “3 ways to do this” or “7 things about that”. People love lists, but their ability to remember what is on that list is pretty bad. Keep your numbers small, lest you confuse your audience and lose them.
4) Use industry-relevant words
In conjunction with the above advice, try to insert at least one or two industry-specific terms that your audience will know (and search for!) This will help with SEO searches as well as position yourself as someone who is knowledgeable and relevant to your industry.
5) Deliver on your promise
Back up those headlines with high-quality content. If you travel down the path of hyperbolic or over- sensationalist titles, then you’re going to lose credibility (and future clicks) with your audience.
CRASH+SUES provides strategic storytelling and video services to ad agencies, businesses and film companies seeking to create meaningful connections with their customers and employees. We’re masters of ideation, design, live action video production, animation and color, delivering compelling content that engages, entertains and educates. Call us what you want – a hybrid agency, a creative boutique, a production studio, digital daredevils, or… just call us. We’ll help you cut through the noise. Visit CRASH+SUES