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Internet

Study of Upworthy headlines claims negativity drives website clicks. We have some thoughts.

Let us give you a peek behind the editorial curtain here.

headlines newspapers
Photo by Egor Vikhrev on Unsplash

Let's talk about what makes people read articles.

The adage, "If it bleeds, it leads," refers to the media's tendency to headline stories involving death or violence, but it can also be used to point to people's negativity bias. Simply put, people tend to pay more attention to negative news stories than positive ones.

A new study seems to reinforce this idea. And much to our surprise, it's centered on headlines used in Upworthy stories.

Using a public archive of Upworthy headlines and traffic data from 2012 to 2015, two separate teams of researchers analyzed whether people's click tendencies changed with negative or positive words in headlines. In those olden days of Upworthy, a handful of headlines for a single story were tested on the website to see which one would receive the most clicks. The research teams analyzed those results and found that negative words in headlines led to more people clicking on a story (2.3% more), and positive words in headlines led to fewer clicks (1.0% fewer). They also found a preference for headlines that express sadness over those that express joy, fear or anger.


The two research teams submitted their findings to the journal Nature at the same time in a bit of kismet shared here: "Two Research Teams Submitted the Same Paper to Nature – You Won’t BELIEVE What Happens Next!!" (For those outside media industry circles, "You won't believe what happens next," is a mocking pseudo-headline that came into use during the past decade and has generally been used to degrade the editorial choices of Upworthy and similarly-minded publishers in the early days of social media news.) The teams ended up combining their results in a joint study whose title sums up its conclusion: "Negativity drives online news consumption."

While we appreciate the researchers' work, we're not convinced that 10-year-old Upworthy headlines and traffic are the most appropriate data to draw such a conclusion from. From our perspective, "negativity drives clicks" isn't a clear takeaway here due to the fact that 1) the fast-changing media landscape quickly makes data obsolete, 2) the increases and decreases in clicks were quite modest, which matters a lot since 3) a negative word being used in a headline does not automatically equate to "negativity."

To illustrate these points, let us offer a peek behind the editorial curtain here.

Upworthy gained unprecedented fame in the early 2010s for mastering the "curiosity gap" headline, and for a hot minute, it was incredibly successful. The "Upworthy-style" headline became all the rage and was emulated to some degree by media outlets of all stripes before losing its novelty and falling out of favor somewhere around 2014.

That was a decade ago.

A lot has changed since then, both in media at large and here at Upworthy. "You won't believe what happens next," is several proverbial lifetimes of change in the way all media outlets, including Upworthy, approach storytelling and how our audiences engage with that content. Headlines that got people clicking in 2013 wouldn't be written or clicked on the same way today at all in our experience. So, it feels like conclusions about people's click habits are being drawn from outdated data (a bit like comparing the respective value of a thrift store TV antenna with optimizing your 4K Netflix stream).

People have pointed out some irony in a seeming preference for negative words and sadness here at Upworthy, a website branded as a "positive news outlet." However, that's a simplistic characterization of our content. Upworthy has always shared positive, uplifting stories, to be sure, but it's an ongoing misconception that Upworthy only covers "positive news."

The original idea behind Upworthy was to "change what the world pays attention to" by sharing meaningful stories that highlight our common humanity, and that core ideal hasn't changed. Often, yes, that means telling feel-good stories. But it also means shedding light on and exploring solutions to challenges facing humanity, which aren't always positive or uplifting. Sometimes it means sharing a viral celebrity story that touches on an important issue or an experience many people can relate to. Sometimes it looks like tapping into people's curiosity to help us all better understand the world we live in. We tell stories that uplift and stories that deserve to be uplifted, and our headlines reflect that range of storytelling.

So what should we take from an Upworthy headline study that found people were a little more likely to click on headlines with negative words and sadness in them?

Honestly? Not a whole lot.

We already know negativity bias exists. None of this is revelatory to us (except perhaps the finding that anger does not appear to drive more clicks—that one was a bit of a surprise, to be honest). We've always known that if we wanted to, we could sell our souls and exploit the crap out of people's baser tendencies with our headlines to drive cheap clicks and make bank from it. But we don't, because that's not who we are.

Upworthy's current editorial team takes a different approach to headlines than the folks who were here a decade ago. We don't test multiple headlines anymore to see what clicks. Our process is more organic and intuitive, partly due to our own experience, partly due to lessons learned from our predecessors' data-driven approach and partly due to appreciating the art of a conscientious-yet-effective headline.

Speaking of which, the term "clickbait" gets thrown around with the Upworthy name a lot, including in the study. We have some thoughts on that, too.

Upworthy pioneered a specific headline style that drove a ton of website traffic and lots of people copied that style because it was effective. But a headline that makes people want to click on a story and read it does not automatically make it "clickbait." As long as the story itself is solid, a "clicky" headline is simply a good headline. There is no point in writers creating articles for a website if no one clicks and reads them, and a good headline will make people want to click and read. That statement shouldn't be the least bit controversial.

Genuine clickbait is when a headline promises something that isn't delivered in the story. It's a bait and switch, purely to rack up pageviews. That is not and has never been Upworthy's MO. Of course, we want people to read our stories—we wouldn't be here if we didn't think what we share was worth reading. But headlines are not articles, and every detail of a story can't be included in a 90-character headline. Being misled by a headline and clicking into a story that doesn't deliver is a clickbait problem. Having to actually click on and read an article to get the full story behind a headline is not.

Okay, back to negative words in headlines. Do we ever use them today? Of course, but not for clicks. The top negative words analyzed in the headline study were wrong, bad, awful, hate, war, worst, sick, fight, scary, and hell, and some stories honestly lend themselves to including such words in the headline. And more importantly, a headline with negative words is not necessarily negative.

The researchers point out that they removed headlines that included both positive and negative words to avoid muddying the waters. But searching our website archives from the time period in question for the negative word "wrong," for example, reveals headlines that are not actually negative (unless you think proving an incorrect assumption wrong is a bad thing).

"The classic image of a farmer is a man. These stunning pics prove that wrong." (Certainly not a negative story.)

"5 times Jimmy Carter proved the haters wrong" (This one has two negative words, "hate" and "wrong," but still isn't actually a negative headline or story.)

"The world tells us there's something wrong with us if we don't want to have sex. One chart proves the world wrong." (The word "wrong" in here twice—still not really a negative headline and definitely not a negative story.)

We could go through countless examples like this, not to prove that negativity bias isn't a thing (because we know it is) but to show that not all negative-word-including headlines are created equal. There are headlines in the archives that we'd never write today, some of which truly were negative, but many included a "negative" word but weren't actually negative at all. In light of that and considering the small increase in clicks for headlines containing negative words, we're not convinced that our archive of decade-old headlines is the best measuring stick to use when determining whether people are more drawn to negativity than positivity in news headlines.

We're also not convinced it's a particularly useful question. What we're most interested in is whether people are drawn to content that highlights our shared humanity, connects people around important causes, brings people together in celebration of joy and helps them learn something fascinating about the world we live in. And sure enough, our audience keeps proving time and again that that's what keeps them clicking, reading and sharing our stories, regardless of how many "positive" or "negative" words we include in our headlines.

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Three women, three MS journeys: How multiple sclerosis looks different for everyone

Gina, Nathalie and Helga share their reactions to being diagnosed with MS and how they stay informed and positive in the face of ever-changing symptoms.

Courtesy of Sanofi

Helga, Nathalie and Gina all have MS, and their experiences show how differently the disease can manifest.

True

It’s been 155 years since neurologist Jean-Martin Charcot gave the first lecture on a mysterious progressive illness he called “multiple sclerosis.” Since then, we’ve learned a lot. We know MS causes the immune system to attack healthy tissue, including damaging the brain and spinal cord. Resulting symptoms can be debilitating and include fatigue, blurred vision, memory problems and weakness. Huge advancements in our understanding of MS and its underlying causes, as well as treatment advances, have been made in the past few decades, but MS remains a complex and unpredictable reality for the 2.8 million+ people diagnosed around the world.

Ironically, the only real constant for people living with MS is change. There’s no set pattern or standard progression of the disease, so each person’s experience is unique. Some people with MS have mild symptoms that worsen slowly but sometimes improve, while others can have severe symptoms that drastically alter their daily lives.

All people with MS share some things in common, however, such as the need to stay informed on the ever-evolving research, find various lines of support and try to remain hopeful as they continue living with the disease.

To better understand what navigating life with MS really looks like, three women shared their MS stories with us. Their journeys demonstrate how MS can look different for different people and interestingly, how the language used to talk about the disease can greatly impact how people understand their realities.

woman with horse, woman riding horseGina loves riding her horse, Benita.Courtesy of Sanofi

Gina—Hamburg, Germany (diagnosed with relapsing multiple sclerosis in 2017)

When her youngest son was 4 months old, Gina started having problems with her eye. She’d soon learn she was experiencing optic neuritis—her first symptom of MS.

“Immediately after the diagnosis, I looked up facts on MS because I didn’t know anything about it,” Gina says. “And as soon as I knew what could really happen with this disease, I actually got scared.”

As her family’s primary income provider, she worried about how MS would impact her ability to work as a writer and editor. Her family was afraid she was going to end up in a wheelchair. However, for now, Gina’s MS is managed well enough that she still works full-time and is able to be active.

“When I tell somebody that I have MS, they often don't believe me the first time because I don't fulfill any stereotypes,” she says.

Overwhelmed by negative perspectives on living with MS, Gina sought support in the online MS community, which she found to be much more positive.

“I think it’s important to use as many positive words as you can when talking about MS.” It’s important to be realistic while also conveying hope, she says. “MS is an insidious disease that can cause many bad symptoms…that can be frightening, and you can't gloss over it, either.”

To give back to the online community that helped her so much, Gina started a blog to share her story and help others trying to learn about their diagnosis.

Though she deals with fatigue and cognitive dysfunction sometimes, Gina stays active swimming, biking, riding horses and playing with her sons, who are now 11 and 6.

Cognitive dysfunction is common in MS, with over half of people affected. It can impact memory, attention, planning, and word-finding. As with many aspects of MS, some people experience mild changes, while others face more challenges.

Gina says that while there’s still a lot of education about MS needed, she feels positive about the future of MS because there’s so much research being done.

woman in wheelchair holding medal, woman rowingNathalie is an award-winning rower with multiple international titles.Courtesy of Sanofi

Nathalie — Pennes Mirabeau, France (diagnosed with relapsing-remitting multiple sclerosis in 2002)

Nathalie was a teenager and a competitive athlete when she noticed her first symptoms of MS, but it would take four years of “limbo” before she was diagnosed.

“Ultimately, the diagnosis was more of a relief, than a shock,” she says. “Because when you have signs and you don’t know why, it’s worse than knowing, in the end, what you have.”

However, learning more about the disease—and the realities of disease progression—scared her.

“That glimpse of the future was direct and traumatic,” she says. Her neurologist explained that the disease evolves differently for everyone, and her situation might end up being serious or very mild. So, she decided to stop comparing herself to others with MS.

She said to herself, “We’ll see what happens, and you’ll manage it bit by bit.”

By 2005, Nathalie’s MS had progressed to the point of needing a wheelchair. However, that has not dampened her competitive spirit.

Nathalie began her international rowing career in 2009 and has won multiple world titles, including two Paralympic medals—silver in London and bronze in Tokyo. Now, at 42, she still trains 11 times a week. Fatigue can be a problem, and sometimes hard workouts leave her with muscle stiffness and shaking, but she credits her ongoing sports career for helping her feel in tune with her body’s signals.

“Over the years, I’ve learned to listen to my body, letting my body guide when I need to stop and take breaks,” she says.

Nathalie explains that she used to only look backwards because of the initial shock of her diagnosis. In time, she stopped thinking about what she couldn’t do anymore and focused on her future. She now lives in the following mindset: “Even when doors close, don’t miss out on those that open.” Instead of focusing on what she can’t do, she focuses on the opportunities she still has. Right now, this includes her training for the 2024 Paralympic Games in Paris, where she will compete for another rowing medal.

“I only go forward,” she says. “Well, I try, anyway…It’s easy to say, it’s not always easy to do. But that’s what I try to do.”

woman exiting water after swimming, woman with great daneHelga's Great Dane has become a helpful and beloved companion.Courtesy of Sanofi

Helga—Johannesburg, South Africa (diagnosed with relapsing multiple sclerosis in 2010)

When Helga first started having balance issues and numbness in her feet, she chalked it up to her training as a runner. But when the numbness moved to her face, she knew something was wrong. She never guessed it was MS.

“When I was diagnosed, I felt completely overwhelmed and clueless,” Helga says. “I felt that I had nowhere near enough information. I did not know anything about the disease…I had no idea that it was going to be a process of continually monitoring and adjusting your lifestyle.”

In the beginning, Helga’s symptoms developed slowly, and she didn’t appear ill to others. She was even able to run for a few years after her diagnosis, but she couldn’t do marathons anymore, and she began to fall frequently due to balance issues and right-foot dragging. Then her cognition issues became more problematic, especially in her job as a trainer in a printing company.

“My executive function, decision-making and short-term memory were affected to the point that I was eventually medically unfit for work,” she says. She stopped working in 2017.

However, she didn’t stop living life. Even though she could no longer run, she continued to swim competitively. She got a Great Dane puppy and trained him as a service dog to help her walk. She also serves as vice chair of the patient support organization Multiple Sclerosis South Africa, and she advises others who have been diagnosed to join a patient advocacy group as soon as possible to get reliable information and meet others with MS.

Helga says she is “hopeful” about the future of MS. “I must say that I am so grateful that we have all the new medications available, because my life would not be the same if it wasn't for that,” she adds.

Part of how she manages her MS is by looking at the positives.

“If I could tell the world one thing about MS, it would be that MS is an incurable disease of the nervous system, but it's also the greatest teacher of valuing your health, family, friends, and managing change in your life,” she says. “My life is diversified in a way that I never, ever thought it would, and MS has been honestly the greatest teacher.”

Each MS journey is unique – with each person impacted experiencing different struggles, successes, and feelings as they manage this unpredictable disease. But the common thread is clear – there is a critical need for information, support, and hope. We are proud to participate in World MS Day and share these incredible stories of living life while living with MS. To learn more about MS, go to https://www.sanofi.com/why-words-really-matter-when-it-comes-to-multiple-sclerosis.

MAT-GLB-2301642-v1.0-05/2023

This article was sponsored by Sanofi. Participants were compensated when applicable.

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Another big reason is that even though the world has become much more egalitarian than in the past, women still bear the brunt of most of the emotional labor in the home. Gilza Fort-Martinez, a Florida, US-based licensed couples’ therapist, told the BBC that men are socialized to have lower emotional intelligence than women, leaving their wives to do most of the emotional labor.

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Clearly, if people are getting riled up over the normalization of LGBTQ culture throughout America, we must be amid a considerable backlash, right? In reality, the truth is the exact opposite.

A new poll by GLAAD has found that non-LGBTQ Americans are more accepting of the LGBTQ community than ever and want them to be treated like everyone else. So, even though there is a loud contingent of political activists pushing back against LGBTQ progress, they don’t seem to significantly impact the growing movement toward acceptance.

Simply put, the opposition to LGBTQ people may be loud, but it’s only getting smaller.

The survey of over 25,000 non-LGBTQ Americans found three encouraging facts:

  • A 96% supermajority of non-LGBTQ Americans agree that school should be a safe and accepting place for all youth.
  • A 91% supermajority of non-LGBTQ Americans agree that LGBTQ people should have the freedom to live their lives and not be discriminated against.
  • An 84% supermajority of non-LGBTQ Americans support equal rights for the LGBTQ community.

The study also found that despite outrage over Dylan Mulvaney appearing in a Bud Light promotion, the vast majority of Americans are okay with seeing LGBTQ people and families represented in the media.

This corresponds with the fact that on the 2021 to 2022 TV season nearly 12% of all regular characters on prime-time television were LGBTQ. That’s a sea change over the 2005 to 2006 report that found only 2% of all characters were LGBTQ.

  • 75% of non-LGBTQ adults feel comfortable seeing LGBTQ people in advertisements.
  • 73% of non-LGBTQ adults report feeling comfortable seeing LGBTQ characters included in TV shows or movies.
  • 68% of non-LGBTQ adults feel comfortable seeing an LGBTQ family with children included in an advertisement.

The strange state of affairs in America is that even though an increasing number of Americans want LGBTQ people to have equal rights, there has been a staggering number of new laws aimed at disenfranchising them that have been proposed over the past three years.

GLAAD estimates that over 500-plus anti-LGBTQ laws have been proposed in 2023 alone.

“Support for LGBTQ equality has reached an all-time high, but allyship must turn into action,” GLAAD President and CEO Sarah Kate Ellis said in a statement. “Media, content creators, and corporate leaders need to lead and respond to hate with undeterred support for the LGBTQ community, including LGBTQ employees, shareholders and consumers. Allyship is not easy, but when values of diversity, equity, and inclusion are tested, we must defend them unequivocally."


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@olivermillsn/TikTok

Some songs are meant to make you cry no matter what.

Though content creator Oliver Mills is no stranger to serenading viewers on his TikTok channel with his charming, laid-back "car-aoke" videos, he recently hit listeners right in the feels as he began unabashedly shedding tears while singing the iconic 90’s rock song (slash ultimate sad anthem) “Iris” by the Goo Goo Dolls.

In the caption of the raw, vulnerable video, Mills wrote, “Crying in the car is healing,” and included hashtags like #mentalhealthawareness, #mentalhealthmatters, and #mensmentalhealth.

The song was written by John Rzeznik for the movie “City Of Angels'' to convey the immortal protagonist’s willingness to give up eternal life for love. But despite the specific storyline, it touches on something universal—that aching feeling of yearning for love. Add to that Rzeznik’s passionate, wistful vocals, and oof, you’ve got the perfect song for the bittersweet beauty of love at all its stages. Really, it’s got something for everyone.

This was made all too clear as more and more people commented on Mill’s video sharing how the song had a similar effect on them.

“Glad we all cry to this song,” one person shared.

“This is such a good cry song. I approve,” another added. And still another shared that the song got them through their “darkest moments.” Hopefully we all have a song like that.

Watch:

@olivermillsn Crying in the car is healing #mentalhealth#mentalhealthmatters#therapy#mentalhealthawareness#mensmentalhealth#healing♬ original sound - Oliver Mills

At the very least, folks could agree that there was something especially soothing about crying in the car.

“Crying in the car alone at night hits different,” the top comment read.

One person even revealed that “I cry in my car everyday after work to just decompress.” Relatable.

And of course, people applauded Mills for being so open with his feelings.

“I love that the lyric was ‘I don’t want the world to see me’ yet you’re being so vulnerable here. Thanks for sharing.”

There’s really nothing like full-on ugly crying in your car as you sing your heart out to a tune that perfectly encapsulates what you're feeling. Tear-evoking music has a magical way of helping us viscerally connect with hard-to-process emotions. In particular, the emotions of sadness and awe, as discovered in a 2018 study from the University of North Carolina.

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We all need to let our guard down every once in a while. Thank goodness healing is sometimes only a long commute and a good song away.

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