{
  "id": 11993177,
  "title": "A new study finds that to counter misinformation online, we need to copy its style",
  "url": "https://urgent.news/2026/10/04/a-new-study-finds-that-to-counter-misinformation-online-we-need-to",
  "topic": "science",
  "section": "Science",
  "published": "2026-10-04T19:07:30.000Z",
  "source": {
    "name": "The Conversation AU",
    "slug": "the-conversation-au",
    "url": "https://theconversation.com/a-new-study-finds-that-to-counter-misinformation-online-we-need-to-copy-its-style-293220"
  },
  "original_language": "en",
  "account": "A recent study reveals that crafting online content in familiar, colloquial language can significantly increase its click-through rate, even when the information remains unchanged. The research, conducted on Australian Facebook communities discussing childhood vaccinations, found that messages written in a more casual, conversational tone were about 52% more likely to be clicked on compared to neutral, factual presentations. The study highlights the importance of understanding and speaking the same language as the target audience when disseminating factual information online.",
  "summary": "How do you get reliable information to someone who isn’t looking for it? New research using Facebook ads suggests a change in language makes a big difference.",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}