Do Clickbait Headlines really work?

Savory

Author

Andy at Growth Catalyst Club
October 30, 2024

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There is nothing more annoying than the experience of what I ordered vs what I got.

We’ve all seen them: headlines that promise the world but deliver little more than disappointment. 

Clickbait has become a dominant force in social media because it works. The lure of sensationalism drives traffic and engagement. 

But does the short-term gain of high click rates outweigh the long-term damage to credibility?

Example:

"You won’t believe what this celebrity did to lose weight! Doctors are stunned!"

The reality? It’s usually something mundane or a thinly veiled ad for a questionable product. 

Here is the dark side to click clickbait….

Clickbait promises a shocking or life-changing revelation but often falls flat, leaving readers frustrated and distrustful. 

Brands risk eroding their audience’s trust by using headlines that don’t match the substance of the content.

On the flip side,

Clickbait headlines can be a powerful tool that can boost sales and conversation when used properly. 

You would have to follow these rules to get the best out of it though.

Deliver on the promise: Make sure the content lives up to the headline.

Be honest, yet intriguing: You can still craft compelling headlines without misleading readers.

Respect your audience’s intelligence: Sensational headlines may bring short-term clicks, but building a relationship based on trust and authenticity has longer-lasting value.

Clickbait may boost engagement metrics in the short term, but it’s a risky game. As copywriters, we have the power to entice readers while still offering valuable, honest content. 

Don’t sacrifice trust for a fleeting click.

Till next time,  

Chao!

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