Call it clickbait, call it good copy, but don’t call it ineffective. There’s no doubt BuzzFeed headlines grab attention. It’s clear the publisher has put a lot of time into understanding how to write titles that drive clicks. Their approach is data-driven, often testing multiple titles, thumbnails, and even different versions of the same article. Showing these versions to different users to find an early winner gives the top choice the best possible shot at success.

The success of their model piqued our curiosity and got us thinking: given all of the hard work BuzzFeed does on this front, what can we learn from the brand’s top performing content? Are there commonalities? Specific words or phrases that seem to disproportionately win? Do trends appear to show categories of content or themes that work better than others?

To find out, we looked at the titles of the top 15,000 BuzzFeed stories …