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

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

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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.

This Canadian nail salon has people packing their bags for a manicure

There are a lot of nail salons out there and, without word of mouth recommendations from people you trust, it can be impossible to know which salon to visit. Thanks to social media, though, many businesses have pages where they can advertise their services without having to spend a lot of money on traditional marketing practices like television, billboards, and radio. Doing their marketing using pictures and videos of their amazing work can help keep a steady flow of customers coming—but one Canadian nail salon is going with a slightly different approach.

Henry Pro Nails in Toronto, Canada is leaving the Internet in stitches after creating a viral ad for his nail salon. The video takes the beginnings of several viral video clips but instead of the expected ending, Henry pops in completing the viral moment in hilarious different ways.

It opens with a familiar viral video of a man on a stretcher being pulled by EMS when the stretcher overturns, flopping the man onto the ground. But instead of it ending with the injured man on the ground, Henry seamlessly appears laid out on the floor of his salon and delivers his first line, "Come to my nail salon. Your nails will look beautiful."

nails, nail salon, manicure, henry's pro nails, adsRihanna Nails GIFGiphy

In another clip, a man holds his leg straight up and somehow flips himself into a split. When the camera cuts back to Henry, he's in the splits on the floor of his nail salon promoting loyalty discounts. The ad is insanely creative and people in the comments can't get enough. Some are even planning a trip to Toronto just to get their nails done by the now Internet famous top nail artist in Canada. This isn't Henry's first rodeo making creative ads, but this is one is without a doubt his most popular—and effective.

"I will fly to Canada to get my nails done here just because of this hilarious video. You win this trend for sure," one woman says.

"Get yourself a passport and make a road trip! My bf and I are legit getting ours and its only a 4 hr drive from where we are in Pennsylvania. Their prices are a lot better than other places I've been too," another person says while convincing a fellow American citizen to make the trip.

"Omg, where are you located? I would fly to get my nails done by you," one person writes.

"The pedicure I had at Henry’s was the best I have ever had. Unfortunately made all other places disappointing and I don’t live close enough for Henry’s to be my regular spot," someone else shares.

To keep up with demand, in late October 2024 Henry's announced another location was coming soon in Vaughan, Ontario. Though there's no word on when the new "more spacious and professional facility" is opening just yet, customers can keep an eye out for Henry's next ad on social media.

It just goes to show that creative advertising can get people to go just about anywhere, but great service is what gets them to come back. If you're ever in Toronto (or Vaughan!) and find yourself needing an emergency manicure, Henry's Pro Nails is apparently the place to be.

This article originally appeared last year.

Tammy Nelson refused to change seats for mom and kids

If you've traveled on an airplane in the last several years, you know it's much cheaper to chose the basic seats in the main cabin. There's nothing inherently different about these particular seats, other than the fact that it will be randomly selectee by the airline. If you're traveling alone, that's really not a bad deal, but you're traveling with a party that you'd like to keep together - like your children—the risk gets to be a little higher. One mom traveling with an 11 and 15-year old took the risk and banked on a stranger accommodating...that's not quite how it played out.

Tammy Nelson did a double take at her ticket after seeing the mom in her window seat. Of course, people accidentally sit in the wrong seats on planes all the time. However, Nelson quickly realized that this was no accident. This mom boarded the plane with her older children and had taken it upon herself to sit in the same row as her children, essentially commandeering a stranger's seat. Nelson assumed it was a mistake and informed the woman that the seat was in fact hers but the response she received was surprising.

"She said, 'Oh, you want to sit here?'," Nelson told Good Morning America. "She said, 'Oh, well I just thought I could switch with you because these are my kids.'"

airline, airline seating, best airplane seat, flying with kis, flying with teens, airplane drama, airplane karen, travelmedia1.giphy.com

That's an interesting assumption considering seats are assigned and many people, like Nelson, pay extra to have the seat they prefer. Now, there's no telling if funds were tight and this was an unplanned trip for the mom and kids which caused her to buy the more budget friendly tickets or if she was simply being frugal and was banking on the kindness of a stranger.

Either way, Nelson specifically paid for a window seat due to motion sickness and though she paid extra, she was willing to sit in the other row if that seat was also a window seat. But it turns out, it was a middle seat.

Surely there's someone out there that loves the middle seat. Maybe a cold natured person that enjoys the body heat of two strangers sitting uncomfortably close. Or perhaps someone that doesn't mind accidentally sleeping on an unsuspecting passenger's shoulder. But that person wasn't Nelson, so when the middle seat was offered in exchange for her bought and paid for window seat, she politely but firmly declined.

@myconquering Having had only 90 minutes of sleep the night before and knowing I had to give a presentation to 500 people, I desperately needed some sleep, so I did not agree to switch seats. 🤷♀️ Before anyone comes after me… the kids looked like they were about 11 and 15 years old. And the mom was in arms-reach of both of them from the middle seat in the row behind us. The mom proceeded to complain for at least 15 minutes to the person next to her loud enough for me to hear. But the woman actually defended me – several times. It was so kind and I appreciated it so much because I was feeling really guilty. 🤦♀️ ##airplaneseat##seatswitching##airplanekarens ♬ original sound - MyCONQUERing

Her refusal to give in to the mom's seemingly entitled request for Nelson's seat has resulted in parents and child-fee people cheering her on after she posted the details on her TikTok page, MyCONQUERing, which quickly racked over 3.4 million views.

"Nope. If it's not an upgrade it's a sacrifice," a commenter wrote.

"You did the RIGHT thing. Folks need to plan their travel together. Lack of planning on their part does not constitute an inconvenience on yours," one person said.

"I have 3 kids and have sat in different rows when they were passed toddler age. I agree, book your flight earlier," another said.

"You were right. As a woman with 3 children, I always pay extra so we're sat together," another mom said.

airline, airline seating, best airplane seat, flying with kis, flying with teens, airplane drama, airplane karen, travelmedia3.giphy.com

Luckily, there's been enough incidences like this to prompt actual change. More airlines are guaranteeing free family seating for parents with children under a certain age (not that that does much more the woman in this story, but still). Additionally, the U.S. Department of Transportation is proposing a rule requiring airlines to provide fee-free family seating and clearly disclose this right to passengers.

This article originally appeared two years ago. It has since been updated.

@cosmo_andtheoddparents/TikTok

He wuvs his vet.

Not every dog might jump with joy after seeing their vet out in public. But for Cosmo the Golden Retriever, it was practically Christmas all over again when he spotted his own vet, Dr. Jones, at a brewery.

In an adorable clip posted to TikTok, we see Cosmo in pure, unadulterated bliss as he snuggles with an equally happy Dr. Jones, who, considering he’s still in his scrubs, might have just gotten out of work to grab a quick pint.

Watch:

Ugh, the cuteness is too much to handle! People in the comments could barely contain their secondhand joy.

“He looked over like, “Mom, do you see who this is?” one person wrote, while another said, “What in the Hallmark movie? Adorable!!”

One person even joked, “Did we all check the vet’s hand for a wedding ring? (Said as a married woman. Looking out for you all, or something.)”

According to Hannah Dweikat, Cosmo’s owner, the two actually share quite a history. She tells Upworthy that when Cosmo was but a wee pup, he “gave a scare” after eating a Sago Palm seed, which are highly toxic to dogs, from a plant in their backyard, which of course resulted in him being rushed to the animal hospital and staying there over the weekend.

While that’s every pet owner’s worst nightmare, and certainly a scary situation for the poor fur baby, Dweikat says that “the calm and patient demeanor” of Dr. Jones and his staff put Cosmo at ease. And because of this, “Cosmo has always loved going to see his friends—especially because they give him lots of treats and snuggles.”

Cosmo and Dr. Jones’ buddyship has also blossomed thanks to proximity, as Dweikat only lives down the street from the clinic. “Which means we get to see Dr. Jones and his staff out in public at times and Cosmo takes every chance he can get to say hi,” she explains. This time, however, she was able to capture it all on video. Yay for us!

What makes a good vet?

While not every vet, however gifted, will be able to elicit this type of reaction from their patients, having a calming presence like Dr. Jones is certainly a good sign for pet owners to be on the lookout for when shopping around for their own vet. But that’s not the only quality a good vet needs. According to Saint Matthews University, a vet also needs to have high stamina (both physically and mentally), as well as an ability to tolerate unpleasant situations (you can’t faint at the sight of blood or vomit), a high level of emotional intelligence (maybe all doctors should possess this skill, but especially those who work with animals), adaptability, a sense of enthusiasm, and finally, excellent communication skills.

Dr. Jones seems to have these attributes in spades, and his patients clearly love him for it. None so much as Cosmo, obviously.

By the way, if you’re in need of even more content featuring this precious pup, you can follow Cosmo on both TikTok and Instagram.

This article originally appeared in February

Images via Canva

Dad uses HALT method from addiction recovery for better parenting.

Disciplining kids is a bona fide part of parenting. Redirecting kids when they are misbehaving takes tact and patience.

TikToker Justin (@abetterdad), a dad of three boys, shared in a new video how a slogan from Alcoholics Anonymous has helped him be more patient and understanding with his kids when they're acting out of line. By taking stock of his kids by using the acronym HALT (which stands for Hungry, Angry, Lonely, Tired), he shares that parents can better assess the 'why' behind a child's misbehavior, which in turn can lead to more patient and understanding reaction in parenting.

"When my kids act out, I challenge myself to ask what I missed instead of blaming them and getting frustrated at their behavior," he wrote in the video's caption. "I use the HALT method (Hungry, Angry, Lonely, Tired) to assess what's wrong."

@abetterdad

#creatorsearchinsights

In the video, his three sons can be seen playing on a playground and Justin continues to explain why the HALT method works to prevent him from lashing out at his kids when they are misbehaving. "Most are obvious, but Lonely sneaks up on you. Kids crave connection and often act out when they don't get it."

HALT is an acronym created by Alcoholics Anonymous that is meant to help those in recovery learn to address their most basic needs in order for them to live a healthy and balanced life with the goal of maintaining sobriety. According to the Substance Abuse and Mental Health Services Administration (SAMHSA), HALT should be used "when feeling stressed and then take appropriate action before the impulse to use or reengage in risk behaviors becomes overwhelming." HALT can be defined as:

  • Don't get too Hungry can include an awareness—not only of avoiding being too hungry, but also focusing on healthy eating.
  • Don't get too Angry is a reminder to understand the causes of your anger and find healthy ways to feel and express that anger.
  • Don't get too Lonely is a reminder to connect with safe people, engage in social and recreational activities with others, and attend recovery support groups.
  • Don't get too Tired is a reminder to get enough sleep and rest when fatigued.

HALT, halt method, mental health, AA, mindfulness Stop Right There The End GIF by FreeformGiphy

Psychiatrist and addiction specialist David Streem, MD, with Cleveland Clinic, also adds, “HALT has two physical states — hunger and tired — and two emotional states — anger and lonely. It’s a good balance because you’re taking care of yourself physically and emotionally."

In parenting, Justin encourages parents to implement the slogan in a similar way to better understand why kids may be behaving the way they are, and to address any unmet needs they have before reacting.

@abetterdad

#creatorsearchinsights #parentingtips #momlife #dadlife #toddlertips #childhood

Fellow parents are loving his use of the HALT method to become better parents.

"Is their cup filled? Did they have enough time with you today? That's what I ask myself. They need their cups filled with mom and dad time. Going through the checklist is the best way to go!" one viewer commented.

Another added, "This is going to be of tremendous help. From one dad (whose dad was emotionally distant/abusive/neglectful/etc.) to another, thank you."

Another commented, "What a beautiful time to raise children - we love them so fiercely we find a special determination to HELP rather than push perfection."

Photo by BĀBI on Unsplash

Sometimes you just can't hold it in.

The year was 1975. The TV sitcom was The Mary Tyler Moore Show. The episode was quite simply titled, "Chuckles Bites the Dust." It won an Emmy and is considered by many to be one of the funniest and most relatable moments to ever grace our televisions.

Chuckles was a clown who happened to have a segment at the news station where Mary (and her coworkers Ted, Lou, Sue and others) worked. His unfortunate death was so deeply absurd that people couldn't help but make jokes, which Mary thought was in extremely poor taste. But when the funeral came around, it hits her like a ton of bricks and what rolled out was unstoppable, uncontrollable laughter.

A reviewer on the "Chuckles Bites the Dust" IMDb page simply writes, "Besides being the funniest episode in this series, it's quite possibly the single funniest episode of any series, period. It's about as close to perfection as you can get."

- YouTubewww.youtube.com

There is something about stifling a laugh that seems to make OTHER people laugh, and it usually seems to be all in good fun. However, some doctors and researchers claim it's often not about something being "funny." On the Bright Side YouTube page (@Brightsideofficial), they share, "Researchers found that only 10 to 20% of laughter is a genuine response to a shared joke. So, that 80-90% of unaccounted-for laughter is when people are laughing because something isn’t funny. We get scared when things don’t go as we expect them to. In an extreme sense, we could actually be laughing because we’re in physical shock and are in denial about the situation we’re witnessing. It’s a way to mentally run away from our fear and literally 'laugh it off.' It’s a comforting mechanism to calm down our mind in a high-stress situation."

- YouTubewww.youtube.com

On a slightly brighter side (no pun intended), they also share, "Laughter has also been known to up our tolerance for pain. This means that laughter really is the best medicine!"

Over on TikTok, Comedy Hub is bringing the laughter with their clip, "Ranking the worst-timed laughs." This has garnered nearly 400,000 likes and tons of comments, mostly of people sharing their own rankings.

It begins with a poor guy discussing a serious matter with an unfortunately high voice on a Belgian talk show (some say this was a set-up for comedy; others disagree). What they can agree on, however, is that he gives "serious Michael Scott vibes." Watching the interviewer try not to laugh elicits pure joy from a lot of us.

There are six clips in total in the montage. Another is American Idol’s Simon Cowell—alongside Randy Jackson and Paula Abdul—desperately attempting to stop laughing at a sweet contestant with a less-than-sweet voice. In the top ranking, comedian Ricky Gervais bursts into hysterics on a morning news show where they seem to be discussing a heavy matter (in Ricky’s case, he defends his laughter: “Hairy bikers. What? I’m not allowed to laugh at that?”).

@thec0medyhub

Worst Timed Laughs 🤣 #tryingnottolaugh #trynottolaughtiktoktv #laughing #laughinginserioussituations #funnyclips #memes #funnyclips #fyp #foryou #foryoupage

And when Ricky laughs, it’s hard not to. It’s absolutely contagious.

An all-time favorite of many is singer Fergie singing the national anthem at the NBA All-Star Game. The players couldn’t contain their smirks, and when one started, the others followed. To be clear, it's not mean-spirited and she's clearly talented. She was just a bit, according to comments, "extra" on this day and it was tough not to notice. Even Jimmy Kimmel up in the stands gets the "laughter bug"—and it’s downhill from there. But also so very, very funny.

@betr

Iconic from Fergie 🙏 #allstar #fergie #anthem #nba