Outbrain company did a research on 65k paid link and article titles that contained 3 types of words:
- Positive superlatives – “always” or “best”
- Negative superlatives – “never” or “worst”
- No superlatives at all
They found that negative superlative headlines perform 30% better than headlines without superlatives. Also, positive superlative headlines perform 29% worse than headlines without superlatives.
As you can understand, headlines with negative superlatives are more emotional thus bringing more impulsive clicks.