With the rise of technology we scroll through thousands of pages, images and information on a daily basis. But, companies continuously drive us to click on their websites and purchase their products through the use of clickbait. Clickbait is when journalists and companies use enticing links to encourage traction, often targeting curiosity of consumers and views.
Just like this title, what you’re winning is the knowledge of how to avoid these links or at least being made more aware of whats being offered.
A researcher at Cardiff University’s School of Journalism, Damian Radcliffe, has hypothesised that its now part of the job for journalists to write “better or snappier headlines”. But what does this mean for you? and any business’s you ever work for?
Clickbait example found on Facebook
The above example of clickbait pulls on the emotional heart strings, that these affordable blankets can bring a mother to tears, and can be used daily. These type of advertisements often attract people as they are emotionally enticing, where as simply stating the benefits of the blanket may not lead to increased traction like this form of advertising does.
Now, you night feel slightly underwhelmed reading this blog post, however this feeling is reminiscent of the one many consumers experience having clicked on an enticing article or video and finding the media has only a loose relationship to the catchy title.
This is a common problem on the platform YouTube, where creators are paid by a video sponsor and/or by the platform per thousand of views their video receives. Because of the saturation on YouTube, with over1 Billion active users content creators need to increase the quantity of interaction on their channels; and unfortunately having a clickbait title is the easiest way to do this.
This isn’t his sister, she’s also not 13, and she is a YouTuber
The above image is crazy!! Content creators think that acting this way will earn them views and likes. Then again, the caption is boarder line pornographic and so is implying she is 13. Personally, I think this clickbait culture has gone WAY too far, and platforms like YouTube should not encourage this behaviour. And yes, they cracked down when Logan Paul Logan Paul posted a dead body online, BUT IT TOOK A DEAD BODY FOR THEM TO CHANGE THE RULES.
I get it, I get why these titles work and why creators do it. Everyone needs to earn their coin, but it gets frustrating getting half way through a 5-10minute video and finding out that the title and the content of the video do not align. You almost feel betrayed by the person you’re watching.
So, in a business regard, would you use clickbait in advertising? And do you think it’s an effective tactic to increase sales, or does it only make consumers curious enough to click the link?
And I guess on a personal note, am I the only one who gets annoyed at these titles or just think they’re crazy and extreme? I think the line needs to be drawn way before dead bodies and advertising child pornography to get views
Until next time
-Lawra
Modern Marketing 
Hey Lawra, really great post. Clickbait is such an interesting issue, with it even slipping into the world of professional journalism in traditional print media. Clickbait to me is effective up to a certain point – with that point being where there is no relation of the content to the article title.
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Thanks for the comment Nick, I completely agree with you that people click off very quickly if they feel the video isn’t authentic to the title
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Hi Lawra, this was a great read!! I find myself constantly watching videos with more click bate than those that have none. I find that it keeps it interesting and exciting! However, I do agree that there have been many occasions where it has gone way too far such as the Logan Paul video and those explicit images. I find that the click bate that appeals more emotionally would be more beneficial to businesses as they can stimulate customers emotionally, and in turn generate greater favourability for the brand. Businesses just need to find a balance between what is acceptable and what is pushing it too far.
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Thanks for the comment!! Love your thoughts on this, and I agree that it’s clearly gone too far. However, companies can still capitalize on “click bait culture” to get people onto their site
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Hey Lawra! I despise click bait videos! I see how content creators are attracting consumers through click bait titles, but I’ve also come across a video that’s 15 minutes long, and the click bait ‘issue’ was only addressed for 3 minutes max in a video. I agree with you on how the click bait culture has gone WAAYY out of hand, and its terrifying bc most of the content creators like Logan Paul, for example, has a huge following that is extremely young and guilable and worships him.
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Natasha, I really love this perspective. Especially with YouTubers with younger audiences it can be a huge issue, and anger parents. Thanks so much for the comment, love your blog!!
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Hey Lawra, great use of clickbait yourself!! I would also agree that clickbait titles are going too far, but depending on the title will determine my annoyance. I have seen many adverts on my Facebook feed that would advertise one thing but then you read the comments and people are expressing their anger as the app advertised was no where near the app that the link sends you to download. I feel that creators and marketers need to pull back on clickbait measures and try to find more genuine ways to bring in views and interest from consumers.
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Hahaha thanks Sophie!! I agree that click bait can really marginalise an audience, I think these days its becoming more of a negative than one that creates excitement; as there is so much let down when content doesn’t back up a title. Thanks for the comment!!
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