We’ve all done it. You glance down at your phone and spot some outrageous title to an article or blog post, which you reflexively tap, only to find the content is far less interesting than the title. Dammit, you’ve fallen victim to clickbait, yet again! It’s not surprising that the internet is awash with this stuff – it works! Clickbait generates interaction and increases reach at an incredible rate, reportedly 50 times more effectively than old-fashioned factual headlines.
You won’t believe how clickbait tricks your brain! That sentence alone might have piqued your interest. It’s relatively simple to explain: your brain’s dopamine receptors activate due to the promise of the implied content (you’re excited by the hook), and to attain the payoff you click through to the article. With the advent of TikTok, and the addition of short form content to every other platform, clickbait is everywhere.
Clickbait’s effectiveness is indisputable in terms of click-through rates and it’s been on the rise since 2014.. Is there any point in being earnest on today’s dopamine-addled internet? Yes there is, and it’s becoming ever more important: authenticity. Clickbait generates clicks but it also engenders irritation and disappointment. If you want to post purposeful content, for engagement, to attract new clients, or to acquire information, it doesn’t start you off on a footing of trust.
Compelling headlines are a crucial challenge for a copywriter like me, but there’s a line between clever, provocative and funny titles and shameless clickbait. Email subject lines are a case in point: while marketers strive to stand out in a crowded inbox, many email providers use a constantly updated list of spam trigger words and phrases to filter messages. Hyperbole and sensationalism don’t tempt the bots in the same way as they tempt the human brain!
If you want to build your brand, extend your influence, forge networks and create trust, authenticity is key. Deliver what you promise, don’t deceive with an underwhelming reveal behind a tawdry headline. Ironically, you might stand out more with a little modesty. If yours is the only authentic link or email subject in a sea of clickbait, your audience will identify you as a reliable source they can return to.
With digital content creators increasingly using AI to generate headlines from previous headlines, I believe that humans are finding it ever easier to identify fakery and repetition. What seemed funny and quirky a few years ago is now trashy and cheap. Original language and clear signposting of content will ultimately stand out more than ever. Looking again at the title of this blog, I’m wondering how long I’ll be able to get away with even the ironic use of a clickbait headline…
Photo credit: Pricilla Du Preez via Unsplash