Simplicity wins: why readers prefer simple headlines

A recent study by researchers at Harvard University found that simplicity of language in headlines leads to greater reader engagement. This study, published in Science Advances, analyzed more than 30,000 experiments, including nearly 9,000 headline tests and 24,000 headlines from The Washington Post and Upworthy. Research findings suggest that headlines using common words are more effective at grabbing readers' attention than headlines with complex language.

"Professional writers often prefer more complex language, but research shows a gap between their preferences and those of readers."

🚀 The study, conducted between March 2021 and December 2022, included nearly 9,000 tests with more than 24,000 titles. Data from The Washington Post showed that simple headlines lead to higher click-through rates. It was found that the use of more common words, simplicity of writing style and clearer text contribute to the increase in the number of clicks.

Professional writers vs. general audience

A separate survey showed that journalists do not prefer simpler headlines. This is an important finding because it indicates that professional writers may need help understanding how their audiences perceive and interact with the headlines they write.

Future prospects for publishers

🚀 In a situation where publishers are competing for readers' attention, simplicity of language in headlines can create an advantage. Simplified writing makes content more accessible and engaging, even for complex articles. Using data from The Washington Post from March 2021 to December 2022, where they averaged around 70 million unique visitors per month, you can understand the importance of this.

• 📌 With the help of simpler titles, you can increase the number of people who click and read your articles.
• 📌 Even a small increase in click-through rates means more readers.
• 📌 Simple headlines make your content accessible to more people, including those who may not understand complex terminology or jargon.