The common misconception about the term clickbait is - it is often viewed negatively because it is associated with fake news and online hucksters. However, though clickbait is considered a practice one should avoid, many brands widely use it to make a profit. So, is clickbait good? Does it work? These sorts of questions may cross your mind.
Thus, here is a comprehensive guide from Verve Media that touches on what clickbait is, and whether it is good or bad.
Before we dive into the depths of clickbait, let's understand the basics of it (for the unversed) and brush up on the fundamental concepts (for the intermediates).
Going by the definition, clickbait is content designed to achieve what all content marketers desire: it "attracts attention and encourages visitors to click a link to a specific web page. Clickbait is the promise of unbelievable, provocative, or shocking information if we simply click that link. It contains all types of web content, including news articles, blog posts, infographics, videos, and interviews, among many others.
A clickbait includes:
- a captivating or compelling headline
- a strong emotional appeal
- witty copywriting for social media sharing
Clickbait frequently receives a bad rap online, owing to allegations of misleading content. Given clickbait's bad rep online, there are numerous ethical ways to use it without misleading your readers. It works because it can trigger genuine human emotion and curiosity.
To achieve the same, clickbait creates a curiosity gap, the psychological desire to learn more. Most clickbait titles are written in such a way that the reader believes that by clicking on the link, they will learn something new.
The most important ethical consideration is to provide genuine value in your article rather than simply using a deceptive headline to increase page views.
If no one visits your blog, you will miss out on the chance to speak with thousands of potential customers. You need more clicks if you want to broaden your reach. If you want more clicks, you must devise a strategy to obtain them.
However, you do not need to resort to sensationalism to accomplish this. Instead, consider your audience's objectives. Focus on your customer's pain points and create content that will educate and excite them when using clickbait strategies.
The safest way to avoid audience backlash is to match the content of your writing piece with its headline.
Though clickbait helps your brand to achieve short-lived success, practicing it could leave some unwanted impact on the overall performance of your brand in the digital space. Applying a clickbait strategy can affect your brand's
- Digital PR
- Bounce Rate
- Backlinks
On the other hand, Google's algorithm also makes sure to eliminate such web content pieces that contain clickbait. Interestingly, Google understands the content written on your site and checks if it matches its headline and page title.
In the process, if the search engine concludes that your webpage’s title, headings, and URL aren’t relevant to its content, they may penalize you, which could severely impact your rankings.
In a nutshell, clickbait is a powerful marketing strategy if used correctly. There's nothing wrong with encouraging people to click on your post as long as you provide value to your audience that goes beyond the headline.
To take your website to its A-game, contact Verve Media, a digital marketing agency that can create SEO-friendly content for you and your brand. Apart from the best seo services in mumbai, you can also collaborate with us for various other aspects of digital marketing services such as social media marketing, website development, and seo services for small business, among many others. Worry not about going through all the options for top ad agencies in bangalore or Mumbai, and try Verve Media today!