Clickbait has a bad reputation.
Years of excessive use and abuse have affected its reputation, This has led many to ban the practice altogether.
For example, the algorithm Facebook users found that despise clickbait, which he led to the giant social networks to oppose the practice.
Legitimate news sites and “false” They have adopted the practice to have more eyes on your content. NPR reports on how Upworthy, the son of the poster holders clickbait, he faced an early demise because of their tendency to exaggerate the hype and deliver the story.
His story is a perfect example of how not to use clickbait.
But clickbait is not a new phenomenon, and there is still a time and place for it in marketing .
What exactly clickbait?
In its purest form, clickbait content is simply intended to capture the attention of users and attract them to click.
But over the years, It has earned a reputation as false advertising.
Tech Crunch clickbait defined as the act of intentionally mislead an audience about the content of an advertisement or news, generally through a holder, image or title.
You have certainly seen examples floating around the web, bearing phrases like “You do not going to believe what happens next!” O “This will surprise!”
The problem with using clickbait is a method of bait and switch. Draws attention immediately, but you can not deliver when a user clicks. Understandably, this leads to frustration and even resentment by the user.
Why does clickbait?
Clickbait continued success boils down to the way the people think.
Psychology Today links the success of clickbait with how humans seek information: we always want more.
Our brain releases dopamine reward for making positive actions, and when we click on an interesting headline, We receive an injection of the chemical directly into our brains. The words clickbait holders take advantage of that desire, forcing us to click to get that quick injection of dopamine as a reward for giving in to our curiosity.
The Federal University of Minas Gerais in Brazil and the Institute of Qatar Computing Research found a study group that found the most compelling headlines that there are those who polarize the audience.
The extreme views generated the most interest. To the input information that may not know, the holder requires us to obtain more information. Clickbait is an easy way to engage a reader from the outset.
Clickbait also plays in the FOMO effect, or fear of missing. If you upset someone with information, Naturally you will need to close the gap curiosity; on the contrary, the risk is lost.
Nevertheless, Clickbait is not an automatic method to capture the attention of readers on the content.
If you misrepresent what your content in a headline, run the risk of alienating our audience rather than keep them interested. There are specific instances where clickbait is perfect to catch the audience and draw, and sometimes when they do not work at all.
When should you use clickbait?
There are some times when a company may consider as a practical solution clickbait marketing.
Nevertheless, it is not a wonder drug or a quick fix. Using clickbait comes with massive expectations for the content falls short of expectations.
Always be careful. If you are not sure whether a holder accurately reflects its content or do not think the quality justifies the exaggerated clickbait can provide, avoid using it altogether.
Usually, clickbait works best in these situations:
Driving traffic to a website
Clickbait direct traffic to your site; after all, It is designed to attract clicks.
If that traffic is reduced to account if your content meets expectations or not. Once again, make sure it meets its promise that leads to a page with high quality.
the best way to avoid immediate rebound it is to make your content less advertising. As the New York Times says , people despise ads.
How much less “advantageous” is our content, more likely it is that makes hearing-click the rest of our content.