Several years ago, if you were to write an article on article titles and you wanted its own title to work best, you would name it something like “Coming up with a great title for an article” or even “10 qualities of a great title”. That was how you attracted clicks.
But recently something has changed. The articles now have titles like “Here is what you should know before updating iOS” or “Look at this amazing picture of Mars made by Curiosity”. As if the first sentence of the text was used in place of a title. The more and more we see these titles that try to shift your attention from themselves to what goes after them. It is the content of an article, right?
Wrong. What really goes after them is a link. That is how twitter sharing works. Now that the title itself is no longer clickable, there no need to attract clicks to it. Instead, a title should look like a direct speech of someone who shares the link, adding to the credibility of the link that follows.
I find it fascinating how technology changes language.