It’s not the headline. It’s the content:
Upworthy posts don’t go viral because people click—Upworthy posts go viral because people share. “Clickbait”—overselling content with outrageous headlines in order to get people onto a website—is a totally viable (if totally annoying) way to get a bunch of initial views. But it doesn’t create viral content. By far the most important factor in getting people to share a post is the actual quality of the content.
In other words, a good headline can open the door, but only good content will entice people to walk through it.