Clickbait is a technique with which users are attracted to our content within a list of results.
Clickbait is a neologism used pejoratively to describe Internet content that aims to generate advertising revenue by using headlines and thumbnails in sensational and misleading ways to attract as many clicks as possible.
Clickbait headlines typically aim to exploit the “curiosity gap” by providing enough information to make the reader curious, but not enough to satisfy their curiosity without clicking on the linked content
In the end, it is nothing more than a legal technique to attract the user’s attention, as long as we give the user what they are looking for, so it is important to make a correct and ethical clickbait.
The term clickbait dates back to approximately 1999, but did not become popular until 2010, when media such as Buzzfeed used it massively, and it began to be unpopular with people. In August 2014, Facebook announced that it would take steps to reduce the impact of clickbait on its social network.
The question is simple, how can it be that at this stage of the Internet, we are still being called to attention by these headlines that in 99% of the cases, are not going to provide us with the content they promise. Well, the answer is very simple, our curiosity can, and that’s where most headlines that try to use the clickbait technique attack us.
Next we are going to explain some techniques from the point of view that will help you work the clickbaiting in an ethical way, using a headline that is as descriptive as possible of the content that the page will contain.
It is important to think about what the user is looking for, and to think about the exact keyword, so that the user feels identified with this keyword, which will normally be a keyword long tail.
Use numbers in the headline, since we like listings, because although this technique could be considered as millenary, it still works, and that is that human beings like lists, so headlines like: “The 3 pillars of SEO”, “The 7 keys to position a video on Youtube” call our attention a lot.
There are many ways to attract attention through the use of words, here is a small list.
- Use demonstrative pronouns: By using pronouns like this, that, that… we will activate the lever of human curiosity.
- Use action verbs: Imperative verbs like: read, look…, turn on our curiosity, because somehow they force us to look inside the content.
- Call attention: We must analyze the results where we want to appear, and highlight there with images, videos or emojis different from our competition.
- Work the pain points: The pain points are those negative situations that a customer has experienced in any of the points of contact with a company (for example, the bad reputation of the telephone customer service). Therefore, by working on these possible points of pain in the headlines, in order to resolve them in the content, we will manage to improve our CTR.