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Although frequently attributed to online media, this form of content has been there since the beginning of print journalism. When newspapers were competing for circulation in the 19th century, they discovered that employing captivating headlines to hook readers was the most effective approach to attracting audiences.
Clickbait is content written to bait clicks. It mostly contains:
- A compelling headline
- A powerful appeal to emotion
- Scannable content for web reading
- Witty copy
- Content aimed at social media sharing
Organizations employ clickbait for a variety of purposes. Many companies have taken full advantage of the trend since they require greater traffic on their websites. Some clickbait items become quite popular and can even lead to social sharing.
Malicious groups often use clickbait articles to promote scams, phishing sites, and malware. To combat this, search engines like Google have introduced new criteria in their algorithms.
Some examples include the most prevalent varieties, including listicles, how-tos, and posts to blogs based on popular topics.
Some heading examples of clickbait include the following:
- “The Ultimate Guide to _____”
- “# Methods to Enhance Your _____”
- “A List of the Best _____ in UAE.”
- “The Secret to ______ That Will Change The Way You Think Forever.”
The following image presents you a glimpse of how Yahoo News adopts the clickbait strategy. Their compelling headlines and descriptions entice the readers’ curiosity and urges them to click in order to continue reading.
Source: Yahoo News