Tone

Watch out – CLICKBAIT!

April 27th, 2023

How sensational headlines took over the Internet.

What is Clickbait?

Jon Stewart did the best possible description about Clickbait in an interview for the Intelligencer in 2009 at the New York Mag. At that time, the name wasn’t even defined.

“I scroll around, but when I look at the internet, I feel the same as when I’m walking through Coney Island. It’s like carnival barkers, and they all sit out there and go, ‘Come on in here and see a three-legged man!’ So you walk in and it’s a guy with a crutch.”

Clickbait is a type of text, link, or video that is created to attract attention and encourage users to click on it.
It often features headlines that are exaggerated, sensationalized, or deceptive, giving just enough information to make readers curious, but not enough to satisfy their curiosity without clicking through.

Misrepresentation and sensational headlines characterize it.

It’s no surprise that clickbait works, even though people understand it’s just that.
This is because of the varying implications of the word and the way psychology is involved. Studies have revealed that feelings and idleness can lead people to click or scroll.

People can view clickbait as unethical, but it can also be used to draw attention to stories and help spread important news. It can also create engagement and discussion around key topics.

They debate the exact definition of clickbait, with no agreement on its true meaning.

 

The history.

 

The phenomenon of clickbait is not a new occurrence, as its precursor, yellow journalism, emerged over a century ago.
In the late 19th century, sensationalist journalism, commonly known as “yellow press,” utilized sensationalized headlines to attract readers and increase newspaper sales.
This practice continues to this day. Especially celebrity magazines. They increase circulation and sales with provocative images, teasers and cliffhangers.

With the rise of social media, it’s the visuals that create a connection into clickbait.

 

You won’t believe what happens next…after the break.

Clickbait has a long history on social media, stretching back to the very beginning. There is no reliable evidence as to who first used the term. The most well-known and probably first ever, heavy users of clickbait were websites BuzzFeed and HuffPost.

Buzzfeed and HuffPost are digital media outlets that often employ clickbait tactics such as listicles, quizzes, and eye-catching headlines to evoke emotions, kindle readers’ curiosity, and draw in their attention.
For instance, Buzzfeed’s “25 Photos That Prove Cats Are the Ultimate Jerks” from BuzzFeed and “19 Mind-Blowing Facts That You Probably Didn’t Know About Your Own Body” from HuffPost.

 

Why do we click?

Clickbait is annoying, but surprisingly effective in drawing attention. Behavioral science explains the success of clickbait with the role of emotion playing a key role in our decisions and lack of effort in resisting it.

Anger, anxiety, humor, excitement, inspiration, and surprise are emotions often used in clickbait headlines to draw attention.
Research suggests that news headlines with extreme sentiment polarity (very positive or very negative) tend to attract more readers. To draw clicks, headlines may use hyperbole and superlatives, or they may invoke curiosity by making readers feel there is an information gap they need to fill.

This theory of an “information gap” has been around since the mid-1990s and suggests that not knowing something creates a cognitively uncomfortable feeling.
Clickbait often uses emotional and cognitive tricks to get people to click on the headline.

Despite this, clickbait continues to be successful because humans are willing to tolerate disappointment for the occasional reward. The anticipation of pleasure is what gives people dopamine, not necessarily the reward itself.
This explains why clickbait with intermittent reinforcement can be addictive, as it introduces ‘maybe’ into the equation. Clickbait does not always deliver a meaningful reward, but it can provide a brief antidote for existential isolation.

 

Social Media

Clickbait is a big deal on social media apps like Facebook, YouTube, or Twitter.

Viewers of YouTube are more likely to press on videos with vibrant thumbnails and captions that hint at feelings. People regularly disapprove of using clickbait to really seize their attention. By making something that arouses enthusiasm, spectators will be unable to avert their eyes.

Successful clickbait videos generate millions of views by fulfilling viewers’ expectations, while bad clickbait fails to do so by misrepresenting the content of the video or not delivering on what it promised. An example of this would be when a video title promises something that only occurs briefly in the video.

An increase in viewers, watch time, and positive comments can recognize good clickbait as a carefully crafted art form.

 

Crypto & NFT

Take a look at the content created by crypto influencers, YouTubers, and creators.
You’ll find clickbait headlines on nearly all platforms like YouTube, TikTok, and Twitter.

Are any of these headlines look familiar?
“10 Things You Should Know About DEFI.”
“This is why people are investing in XRP”
“How to find 10x NFT gems”

People will see these typical crypto clickbait headlines on TikTok, YouTube, etc.

 

How can I use it?

Capitalize on people’s curiosity by using clickbait ethically. Rather than turning to sensationalism for more clicks, customize your content to the needs and interests of your readers. Making sure that the headline is an accurate reflection of the material will help you stay in good standing with your audience.

Utilize the curiosity gap without exploiting it and make sure to deliver on any promises made. Be honest with readers and use numbers in headlines to improve scalability and attract clicks. Measure the performance of clickbait headlines against other headlines, and ensure that content quality is high.

Clickbait is an effective way to get people to visit websites, but it should be used responsibly. Titles should be interesting without being deliberately misleading or focusing on negative topics. If the content is beneficial, there is nothing wrong with using clickbait.

Read my Twitter thread about this topic here:

 

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