Topic | Highest performing framing | Headline | CTR (%) | Lowest performing framing | Headline | CTR (%) |
COVID-19 general | Descriptive | WHO Official Updates: Coronavirus Disease 2020 | 22.4 | Loss | Don’t miss new updates | WHO Official coronavirus info | 6.4 |
COVID-19 vaccines | Descriptive | Official Updates | COVID-19 vaccine updates | 17.2 | Loss | Don’t miss anything | Coronavirus vaccine updates | 3.0 |
Masks | Appeals to values | Protect each other | Wear a mask. Fight coronavirus | 13.4 | Emphasising reasons | See how to wear a mask safely | Wear a mask. Fight coronavirus | 2.6 |
Vaccines general | Descriptive | Vaccines are safe | Protect against disease | 8.8 | Collective | 2–3 million lives saved yearly | Get vaccinated | 4.0 |
CTR, click-through rate.