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The debate surrounding clickbait headlines has persisted for years, pitting proponents of attention-grabbing tactics against critics who decry their deceptive and manipulative nature.
But framing the problem as a choice between clickbaity and non-clickbaity headlines misses out on the bigger picture. Clickbait headlines, featuring ridiculously loose claims, hyperbole, and promises that seem too good to be true, have been around since the dawn of digital media and have proven to be one of the most effective means of hooking an audience and boosting clicks in record time. With as much as 47 percent of readers reporting that headlines eventually dictate the content they choose to consume, it’s hardly a shock that, for brands, click-throughs matter more than long-term reputation and trust.
Defenders of clickbait might frame it as a necessary adaptation to the barrage of stimuli to which the human brain is now exposed in the digital age – in which anyone can publish anything and find an intended audience for whatever purpose. The argument is that clickbait stands as a necessary filter in a world awash in noise, catching the attention of a wired and distractible audience and channeling it toward content worthy of consumption.
But the counterargument is that clickbait’s misleading techniques disrupt the honor system of content distribution, erode readers’ trust, and prevent them from reaching what is genuinely quality and relevant to them. Ultimately, content distribution is about distribution; it is about reaching readers, keeping them engaged, and building their trust so that they will come back and share your content with others. Cheaper alternatives that deliver eyeballs (and others’ traffic) at the expense of reader experience and integrity are self-defeating.
The differences here are not ones of ethics alone, but of branding and PR and wider content share alike. With a brand based in clickbait-heavy headlines, you’ll wind up with a brand that people start to associate with a ‘crazy’ element (which can seem un-trustworthy); people might make active decisions to avoid it. And through that, the use of clickbait invariably creates a vicious circle, where the audiences it draws come to dislike the brand and what it’s doing, actively diminishing its stock.
Rather than just focusing on clickbait as a tactic, creators can begin implementing a holistic approach to content distribution that accounts for all of these factors:
1. Quality: Make your content as high quality as possible, and then make it even higher quality.
2. Make it relevant: People want interesting, useful content, so don’t just write about how much you love cats.
3. Strategic targeting: What is the right content going to the right audience through the right media? Use audience segmentation techniques to identify and target your message. Also, understand how to use platform-specific targeting techniques.
4. Organic reach and engagement: Create articles that help readers discover your work either through search engines like Google or social media. You might want to include keywords and shorts that people on social media might share. Think texts encouraging your readers to share their efforts (eg, ‘Let us know what you think, and we’ll repost the best ones’). It’s also worthwhile taking a few minutes to craft a simple call to action at the end of each piece so readers can subscribe to future emails (eg, ‘Subscribe below to get a free ebook!’ or ‘Subscribe for our monthly list of devotionals’).
5. Brand consistency: Keep your brand voice and messaging consistent across all your channels, outlets, and content-distribution pipelines. This will help you foster consistent brand recognition and build trust and familiarity with your audience.
6. Analytics and measurement: Measure and track your distribution efforts regularly. Use analytics tools and metrics to gauge success, optimize tactics, and improve.
Steps to Avoid Boring Headlines Without Going Over the Top
There are plenty of ways to write high-performing headlines to attract and engage readers and inform them. Here are just a few:
1. Go big on verbs: Verbs bring power and pizzazz to headlines. Use active, descriptive verbs instead of passive or vague ones.
2. Numbers and statistics: Numbers and statistics can make headlines more intriguing and believable – use them to quantify the value of what you’ve written or showcase the important findings.
3. Pose a question: Questions are good for getting ideas across and will definitely make readers click. Pose a question that’s (at least tangentially) about the content – one that the reader will want to answer. Most importantly, please make sure to answer the question in your article!
4. Insert keywords: Add one or two keywords into your headlines to improve SEO and get your content in front of the right people.
5. Tweak the word order: Clichés are common, and a good way to make a headline stand out is to adjust the order of a dry phrase (try ‘Why Some People Don’t Come Back When Invited’). Symbolnyms are a plus, like the two chevrons in the faked Rolling Stone reproduction. Paraphrase the input into human-sounding text while keeping citations and quotes intact.
Good content doesn’t just rely on clickbait headlines: it involves careful planning and a careful understanding of your clients, your audience, the digital landscape, and the specifics of each medium you are distributing through. By focusing on quality, relevance, and audience engagement, we can create devoted readers, solidify brands, and achieve long-term success in digital marketing.
Photo Credit: Deposit Photos
