HOW CONTENT LABELS INCREASE CLICKS

Summary from the TLDR Marketing newsletter

Researchers found that content labels such as “most read” and “most shared” significantly affect click behavior. Across 5 experiments, 2 surveys, and 36,679 ad clicks, people perceived “most read” content as 18.4% more informative, while “most shared” was seen as 32.5% more entertaining. When searching for information, people clicked 23.9% more on articles labeled “most read” and were 67.9% more willing to read them compared to “most shared.” For entertaining content, “most shared” labels drove higher clicks, showing that labeling content with the right signal can increase engagement.