ABSTRACT This paper addressed the question of whether the headline characteristics of a WeChat post affect its click counts. The research collected more than 40,000 posts from the WeChat official accounts of two local Chinese media outlets, scrutinizing headline features such as headline length, clickbait-type punctuation marks, and Arabic numeric symbols, and controlling for sharing amounts, content themes, and emotion words in titles. It found that the headline length and whether it contained clickbait-type punctuation marks had a significant impact on the number of clicks. Among them, the shorter the headline, the more likely it was to get a higher number of clicks, and the higher chance for the post to become a “100,000 + clicks” content. Moreover, an interesting finding was that headlines containing positive emotional words seemed to have a negative impact on click-through rates.