Best Practice: Sharing a petition? Be direct with your Facebook title.
From Share Progress:
What makes people click a link on Facebook? The Huffington Post, Upworthy, and other publications that have mastered the art of using a social media curiosity gap to encourage clicks to their content. For example, the headline “How much does most powerful fashion editor earn per year?” creates a curiosity gap to click and find out the answer. (Spoiler: Anna Wintour of Vogue earns $2 million annually.)
You may want to apply this strategy for Facebook headlines, but there is at least one case where a curiosity gap will do more harm than good.
When asking people to sign a petition, titles with a direct call to action outperform those using a curiosity gap.
When CREDO Action created a petition to stop the sale of the Tribune Company to the Koch Brothers, they tested two Facebook titles to see which version would garner the most signers: “The Kochs Are Trying To Buy The Media” and “Sign the petition: The Kochs Are Trying To Buy The Media”
The direct title with “Sign the Petition” got 43% more people to click the link and sign the petition than the title without it.
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