Why the Most Hated Headline Structures Work So Well

A few years back, Upworthy stormed the publishing world — and eventually became the fastest growing media company ever, with 47 million monthly unique views after just 17 months in existence.

So what’s their secret? Tantalizing headlines.

Headlines you love to hate and hate to click but you click anyway, because you hate not knowing what’s behind that headline more than you hate Upworthy’s headlines.

We’ve all fallen for it.

The magic behind those headlines boils down to this: they were about issues we cared about, most involved a positive spin rather than a negative one, and, of course, each headline …read more