One of the tenets of content marketing is having a catchy headline that will make users click on the link to read more. But when it comes to mobile, are headlines still just as important?
In a nutshell, yes. However, there are some tweaks to keep in mind if you are producing content for mobile-only platforms or your audience is heavily accessing your content via mobile.
Needs to Be Attention-Grabbing
Just like with “regular” content marketing, headlines optimized for mobile must be attention-grabbing and get users’ interest immediately. This is especially important in mobile because researchers fear that our dependence on mobile phones is decreasing our attention span (both in adults and children), according to NPR.
To make headlines attention-grabbing, use numbered formats (e.g. 5 ways to improve your iPhone battery life), instructional language (e.g. How to Make a Treehouse in Four Hours), or excitable language that lives up to its hype (e.g. 14 Mind-Blowing Mountains to Climb Before Your Die).
Seems Easy to Digest
However, headlines and intro text that is friendly, seems easy to read, and is optimized for mobile consumption will make users much more like to click and continue to read the entire article (and hopefully share it with their friends too).
Don’t Make it Too Complicated
Along those same lines, headlines that include the words [Slideshow], [Infographic], [Gallery] or even [Video] may be less likely to click on it from their mobile device. This is because these types of media aren’t usually the best for many mobile users. Mobile users don’t enjoy having to click or swipe over and over to view the information on a content gallery or slideshow and infographics can be hard to read, depending on the size of the screen.
Additionally, many websites embed videos into their content posts, which can be difficult to view with a mobile browser, especially if it can’t be opened via YouTube or some other video app.
No matter the platform, headlines are important. However, headlines that are written with mobile users in mind often carry the same rules for regular users: get their attention and make it as easy to consume as possible.