title Factor

Emotional Hook

The primary emotion the title is designed to trigger in the viewer. Classified by an LLM analyzing the title's word choice, punctuation, and framing to identify the dominant emotional appeal.

Emotional arousal drives clicks. High-arousal emotions like anger, outrage, and curiosity produce faster click decisions than low-arousal states. But the wrong emotion for your audience can backfire — fear may mobilize supporters but alienate persuadables.

Each value below shows two numbers when available: Regular/Shorts is the effect on a typical video, and Top 10% is the effect on videos in the top 10% of views (from a quantile regression). Use the Top 10% column to see factors that disproportionately help videos that go big.

Humor

Regular +213% Shorts +14% Top 10% +103% SIGNIFICANT p = 0.005 · vs. average

The title uses wit, irony, or absurdity to draw the viewer in. Promises entertainment alongside the political content, making it feel less like homework.

Real examples from the dataset

Curiosity

Regular +29% Shorts +20% Top 10% +51% SIGNIFICANT p = 0.040 · vs. average

The title creates a knowledge gap that the viewer needs to close. Withholds just enough information to make clicking feel irresistible.

Real examples from the dataset

Anger

+0% views Top 10% -14% not significant p = 1.000 · vs. average

The title provokes anger at a specific target — an opponent, an institution, or an injustice. Designed to make the viewer feel that something is deeply wrong.

Real examples from the dataset

Fear

+0% views Top 10% -18% not significant p = 1.000 · vs. average

The title signals a threat or danger the viewer should be concerned about. Taps into protective instincts around rights, safety, or livelihood.

Real examples from the dataset

Patriotism

+0% views not significant p = 1.000 · vs. average

The title appeals to national pride, democratic values, or duty to country. Frames the content in terms of protecting or honoring America.

Example title

This Is What I Swore an Oath to Defend

Shock

Regular -25% Shorts +31% Top 10% -11% not significant p = 1.000 · vs. average

Real examples from the dataset

Pride

Regular -12% Shorts -4% Top 10% -3% not significant p = 0.620 · vs. average

Real examples from the dataset

Hope

Regular -20% Shorts -2% Top 10% -12% not significant p = 0.226 · vs. average

Real examples from the dataset

Outrage

Regular -13% Top 10% -7% not significant p = 0.217 · vs. average

The title triggers moral outrage — a feeling that something unjust has happened and someone must be held accountable. Stronger than anger, with an explicit moral dimension.

Real examples from the dataset

Urgency

Regular -18% Shorts -7% Top 10% -8% SIGNIFICANT p = 0.040 · vs. average

The title creates time pressure — something is happening right now and the viewer needs to know about it immediately. Makes scrolling past feel like missing something important.

Real examples from the dataset

Solidarity

Regular -33% Shorts -24% Top 10% -28% SIGNIFICANT p = 0.016 · vs. average

Real examples from the dataset