What we can learn from one of the most successful TEDx titles of all time

Did this title get your attention? You're not alone. It also got nearly 1M viewers to click, too. Robin Buckley is one of our most successful TEDx speakers to date. Her talk was excellent, her stage presence top-notch, but I believe it was her title that pushed her into stardom — and forever changed how I work with speakers.

When I first started helping speakers with their TEDx talks, I thought titles didn’t matter that much. They were an afterthought. It was the content that counted. Boy, was I wrong. Well, half wrong.

See, when you're sitting in the audience at a TEDx event — where I used to put most of my energy and attention — titles DON’T matter. In fact, many events don’t even include titles in the program.

However, all of that changes when that talk is posted on the TEDx YouTube channel. Suddenly, the title — along with the tiny jpeg and video runtime — determine whether someone will stop and watch or keep scrolling.

If we called this video "Raising Confident, Empowered Girls," would it have done as well? No way. Even if the content was exactly the same. Here’s the advice I now give my speakers.

And by the way, this applies to all video content (and books, articles, and blogs, too!).

Be Specific

"The Power of Music"? No. "A Song That Flies You to Machu Picchu"? Yes. The promise of a story or journey beats a general, abstract concept any day.

Use keywords for searchability

Incorporate words that your audience is likely to search for, and in this case, specificity is better too. E.g., not "happiness" but "The Science of Happiness."

Shorter is better

Aim for concise titles that pack a punch without being overly wordy. Five to seven words is ideal.

Use Strong, Interesting Verbs and Adjectives

"Is" is not very interesting. Neither is "great." But how about "Unlock" and "Life-Changing"?

Wit is Welcome (When Appropriate)

Humor or clever wordplay can be an effective tool, but only if it aligns with the tone of your talk.

Ask Yourself: "What Title Would Make Me Want to Click?"

Write 5-10 titles and then ask people (including yourself) which they’d be most likely to click on. There you go!

If you want to watch Robin's full talk, check it out here.