What is clickbait ? It is a marketing tactic designed to attract attention and entice users to click.
But clickbait is generally considered a marketing ploy, designed to mislead and get users to click on content.
Both legitimate and "fake" news sites have adopted the practice of drawing more attention to their content.
What is clickbait?
In its purest form, clickbait is simply content designed to grab users' attention and entice them to click.
But over the years, it has earned a reputation for false advertising.
The problem with clickbait is that it uses a bait-and-switch method. It grabs attention immediately, but fails to deliver when a user clicks. And this leads to frustration and even resentment on the part of the user .
But not all clickbait is bad and, when used correctly, can be a powerful addition to a marketer's arsenal. The difference is in the delivery.
So why does clickbait work so well?
The success of clickbait stems from the way we, as humans, seek out information – we always want more.
Our brains release dopamine to reward us for positive actions, and when we click on an interesting headline, we get an injection of that chemical directly into our brain. The words in clickbait headlines fire up this desire, compelling us to click so we get that quick shot of dopamine as a reward for indulging our curiosity.
A joint study conducted by the Federal University of Minas Gerais in Brazil and the Qatar Computing Research Institute found that the most compelling headlines out there are those that polarize the audience.
Extreme opinions generated the most interest. By introducing information we may not know, the headline compels us to find out more. Clickbait is an easy way to hook a reader from the start.
When should you use clickbait?
There are a few times when a company might look at clickbait as a handy marketing solution.
However, it is not a miracle cure or a quick fix. The use of clickbait comes with massive expectations that the content will live up to the hype.
Always be cautious. If you are not sure whether a title accurately reflects the content or is not of high quality, avoid using it altogether.
In general, clickbait works best in these situations:
Driving traffic to a website
Clickbait will drive traffic to your site; after all, it is designed to attract clicks.
Whether the traffic number comes down to whether your content meets expectations or not.
Trying viral marketing
The critical word here is “try,” because no one can guarantee that a piece of content will explode and be distributed across the internet.
However, clever clickbait can make people want to share things.
While it won't guarantee that your post will go viral, it could encourage more people to share it, giving it wider exposure.
As more people see your content, the chances of it taking off and going viral increase. A catchy title makes it easier for people to read.
To share a message
Value-based marketing is not about promoting products and services. It's about promoting values.
It appeals to users’ emotions and pain points by showcasing the unique value a brand brings to the table. Since clickbait often relies on an emotional trigger, it can be a good fit for this type of marketing.
The side effect of this type of promotion is that it can increase public interest in the brand that distributed it. Sharing branded messages is a great way to help a business gain visibility and credibility within an industry.
