- Opening
Engaging and relevant to the topic.
A person with long brown hair speaks directly to the camera.
Three people stand in a room with a purple background, displaying the text 'What's a spoiler?'.
The speaker continues with captions highlighting independent candidates and spoiler effects.
Animated graphics illustrate the concept of spoiler effects in elections.
An election ballot example demonstrates ranked choice voting in action.
The video concludes with a call to action to visit fairvote.org.
- setting
- Indoor, with framed pictures in the background.
- on screen people
- One person with long brown hair.
- captions
- Presented throughout the video to highlight key points.
- text overlays
- Used to emphasize important concepts and questions.
- music
- Not applicable, as the video is silent.
- pace
- Moderate, with clear transitions between segments.
- call to action
- Visit fairvote.org for more information.
- visual variety
- Combines live-action shots with animated graphics.
1.9×Clicks, best headline over worst
12,256Headline tests
Asks a question14.2% of winners · 18.2% of losers
Starts with “What”, “Why” or “How”6.3% of winners · 8.3% of losers
Carries a number19.1% of winners · 17.2% of losers
Starts with “This” or “These”6.8% of winners · 5.8% of losers
Says “you” or “your”25.3% of winners · 25.3% of losers
Quotes someone1.2% of winners · 1.2% of losers
Shouts a word in capitals5.1% of winners · 6% of losers
Says “watch”, “see” or “listen”8.2% of winners · 6.7% of losers
Trails off or breaks midline4.6% of winners · 4.9% of losers
First person: “I” or “my”14% of winners · 12% of losers
The same story under different headlines, shown at random, 2013–2015.