People hate the idea of clickbait. But used properly – for good! – it’s one of the most powerful ways to grab attention in this increasingly saturated world.
Clickbait works because it (a) appeals to your lizard brain and (b) tickles your innate desire for curiosity. (That’s the TL;DR version anyway.)
69, 907 headlines can’t be wrong. That’s how many a few media outlets analyzed in 2014 to identify what the most successful had in common.
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Unsurprisingly, the headlines that performed best just so happened to also be the most polarizing. (Turns out, Abercrombie and Fitch are right for hating fat people.)
The ‘cliffhanger’ or curiosity gap is one of the most powerful headline formulas for a reason. It uses pattern interruption to shock or surprise us, forcing us to click to uncover the reason.
It turns out we’re hardwired for this stuff, as George Loewenstein’s proved in the ‘90s with his “information-gap” theory. As reported by Wired:
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Such information gaps produce the feeling of deprivation labeled curiosity. The curious individual is motivated to obtain the missing information to reduce or eliminate the feeling of deprivation.”
Another common technique for powerful lists and ‘how-to’ headlines are to promise a simple, step-by-step solution that acts like a lighthouse on a foggy night for our overworked, overstressed minds.
“See” is a perfect opener to create the aforementioned information gap; alluding to something interesting or irresistible that people can’t afford to miss. The BIG (odd) number creates further intrigue. And it’s followed up by an urgency-creating, specific deadline.
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They even follow it up with two more uses of specific numbers, further increasing credibility with the opportunity to save 34% sale along with the 4, 829 other backers.
Piggybacking on a successful brand or person can help grab attention. But it only works if you follow it up with something interesting or compelling.
One Smart Penny executes brilliantly here, following up with an expert solution or tip to a difficult problem (paying off your mortgage).
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That message, combined with the odd yet relevant image, stands out. It makes you pause, giving you a chance to make the split decision to click through.
In the previous article of bad clickbait examples, Ecommerce Simplified was one of the worst offenders. This one, while still very clickbaity, doesn’t miss the mark as badly.
) problems to starting or growing an eCommerce shop. Shopify makes many things easy for customers, but this is one that still commonly plagues most shop owners.
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208+ products added in 48 hours now makes me a (belieber) believer, enticing me to click in hopes of a solution to this problem.
Home-brewed coffee never tastes as good as the real thing you buy down the street at the local hipster joint. It’s another of the world’s greatest mysteries, forever unsolved* (*That’s not true.)
It takes something you commonly expect (like single-serve brewers tasting like cardboard) and flips it on its head. It’s a little surprising, not what you thought you’d see, and click-inducing.
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Images are an extremely persuasive way to enhance context and believability in what you have to offer, which results in better click-throughs or conversions. (However they also have the power to destroy credibility if you’re not careful too.)
My Snoring Solution also appeared on the last list. However, this time, they’re redeeming themselves a little bit (minus the truncated ad text).
Another repeat offender from the previous article makes a few of the same mistakes. Specifically, the headline and ad text get cut off. But it starts so promisingly!
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And the first part of the headline doesn’t disappoint. In just a few words, it paints a vivid picture that would give even the most dedicated carnivores second thoughts.
There are numerous studies that support testimonial-driven promotions, including a 24.5% conversion increase for Laura Roeder and this one from Basecamp that showed a 102% conversion increase.
The headline is bold and moderately controversial. While the opening introductory sentence reveals a little about the reason ‘why.’ It’s a textbook example of clickbait that gets you to take action (even when you know exactly what they’re doing).
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The first thing that grabs your eye is the image, which displays the product and then showcases it in use so people can understand how it looks while working.
The headline uses the perfect visual word to describe one of the product’s primary value proposition. The ad text explains the end result or outcome someone can expect (e.g. “fight hearing loss”. While the introductory text uses the phrase ‘mini computers’ to make sure that the reader knows quality hasn’t been sacrificed (which often happens with tiny devices).
People go too far, making exaggerative claims that can’t possibly be true. The end result annoys readers, which can backfire and erode brand credibility.
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If you understand why clickbait works in the first place and use those qualities for good, it’s one of the best ways to get attention to your message and cut through the noise in a crowded marketplace.
Reviewing these 10 ads is a good place to start, as they all achieve that difficult balancing act of incorporating clickbait without looking like pure spam.
Because at the end of the day, clickbait is simply a way to craft a message that better appeals to our innate hardwiring. And there’s nothing manipulative about that.
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This site uses cookies and other tracking technologies to assist with navigation, monitor site usage and web traffic, assist with our promotional and marketing efforts, and customize and improve our services, as set out in our privacy policyOKDo you know why you clicked on this headline? We’ll touch on that, as well as highlight some of the main reasons you should be wary when faced with an array of must-click articles. While headlines like these are crafted in order to stimulate emotions such as curiosity, anger, surprise, and shock, most of the content will not satisfy your curiosity, and some of the pages have more malicious purposes.
First, what is clickbait? When discussing the question “what is clickbait”, you’re going to have to remember this – Clickbait is an ever-evolving style of writing headlines and links that lead to inevitable disappointment for the user. You will see titles that give you “3 reasons to click this link – Number 2 had me laughing so hard I cried!” Most of us are guilty of clicking on nonsensical superlative links on Facebook or Twitter (no, you’re not going to get a free flight by signing up). Even though we know it’s bad, we still find it difficult not to click on tempting links of a photo album of “The top 23 cutest puppies! Number 17 made my heart MELT!” or to find out if you’re “Smarter than Leonardo DaVinci? – Find out with this FREE IQ TEST!”
Why is clickbait so popular and so darned tempting? It’s not your fault. We all know it’s bad. Clickbait is a psychological art that has been mastered to draw users into the clickhole, using our brain’s wiring against us. As you scroll through your news feed, lists featuring odd numbers, which stand out while giving you an idea of how long the article will take to read. To get a better understanding of the role emotion plays on your decision to click, we recommend Wired’s article “You’ll Be Outraged at How Easy It Was to Get You to Click on This Headline ”. The title says it all.
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How is clickbait dangerous? The problem with these tempting offers and headlines is that, in addition to often being a letdown and waste of your time, some have an even more sinister purpose. And they’re achieving their ends well. Here are some of the biggest dangers posed by clickbait.
What should you do if you come across clickbait scams? Report them. Warn others. We’ve got a tool for that . Here’s the link for reporting scams to Facebook. Here’s the link for reporting scams to Twitter.
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