4. As discussed in class, why do you feel Headlines are so important in web content? Please provide me with an example of a headline you clicked on recently (submit the exact headline including a screenshot) and outline in detail why you clicked it. In question #1, I asked why it resonated with you. For this question, I am asking why you actually clicked on it. This cannot be the same headline as question #1 (8 Marks)
Article: https://www.princanada.com/2023/03/08/ilana-glazer-helps-miller-lite-turn-bad-t-to-good-t/
Headlines are important to web content because they have the responsibility of generating enough curiosity to make the audience click and consume the content that they represent – they are the starting point for great content. The headline is like a preview to the content, so it must be interesting enough to catch the audience’s attention by providing information but withholding enough information to make them click. This can also be portrayed in a way that promises something to the reader if they click such as, “9 Tips for a Naturally Whiter Smile and Healthier Gums.”
Headlines are a way for advertisers to uniquely summarize their content in a way that gets people to consume and share their content. This is important because often times, more people read the headline than the body copy and they will go ahead and share content without even ready the bulk of it. This becomes the difference between a reader clicking on your content or scrolling past it. So, a striking headline can be the answer to a larger audience, and lead to more readership for those who are actually interested in ready the body copy.
Recently, I came across a headline that read, “Ilana Glazer Helps Miller Lite Turn Bad $#!T To Good $#!T,” so I decided to click on it for more details. The main reason that I clicked on this was because I am a huge fan of comedian/producer/actor Ilana Glazer and her work on the sitcom, Broad City. The writer clearly knows who their audience is and wrote the headline based on interests because seeing Ilana’s name is what made me click. The headline includes major curiosity gaps that hint at something interesting because what also made me click was the turning “bad $#!t to good $#!t” because I was wondering what that could possibly mean, how on earth they were doing that, and why would a beer company need the help of a far-left comedian to make this happen. It poses the reader/target audience to have so many question for such an outlandish statement that they have to click and read the content to fully understand what the headline means. This headline generated curiosity without appearing as click bate because it avoids off putting, pandering phrases like “what happened next” or “you won’t believe how.” I genuinely wanted to know what they meant by “good shit” and “bad shit” and how a comedian was helping this happen.
The result was information on video ad starring Ilana Glazer as she explains the whole campaign. Miller Lite is buying back outdated, sexist advertising memorabilia (print ads) and turning them into fertilizer for growing hops to donate to female farmers in honour of International Women’s Month. She goes on to explain how women were the first recorded brewers in history and were paid homage by putting them in bikinis, saying that this is “disgusting.” I was so interested in the body copy that I went on to watch the video and visit Miller Lite’s website to read more about the campaign and its process.
Lastly, something that made me click was the language used because it was extreme enough to know that they’re turning bad shit into good shit, but it is also censored so it is careful not to offend anyone and it fits the context of the content appropriately while staying relevant. This is also an effective way speak like your audience to get the target audience to click on the headline because most consumers who like comedians and beer are no strangers to swearing.
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