In a world dominated by technology and social media, it is important to understand how to capture ones attention and retain them as users. On average, media and entertainment have an average of 43% retention rate in 30 days and 24% in 90 days. With this in mind, we posed the following question in analyzing the data set: how do the headline and shared text impact the click to impression ratio and whether a package is a winner or not? Understanding the impact of headline and shared text can allow social media companies to understand what types of headlines are pertinent with their users and can increase traffic to their website or app. In this paper, we will show that both the headline and shared text impact the click to impression ratio, page views, and retention.