The real reason clickbait sucks 👆
What's actually wrong with clickbait... And how to use it without making people mad! 😡
I don’t know about you, but when I hear the word “clickbait,” I automatically get a gross feeling in the pit of my stomach. I’ve come to associate clickbait with something dishonest, a slimy method of drawing readers in just to disappoint them with useless content.
This is the image that comes to mind because, frankly, that’s what clickbait often does look like online. Some YouTuber, some Instagram or TikTok influencer, some Substack writer will title their post something that makes me excited to watch or read their content. But when I click the link, what I find is a huge let down.
Creators do this to pull in more readers and boost their engagement, but I’ve always found it an odd method to try and grow. When I’m disappointed because a title does not match the content I’m presented with, I’m just frustrated. It’s as if the creator, who I’ve never met and usually haven’t even heard of before, made me a promise and then broke it immediately! That doesn’t make me want to follow or subscribe or like their work; that just makes me want to Google the topic and find someone who actually addresses the topic that’s now on my mind.
As I’ve reflected on the topic of clickbait, though, I’ve accepted that it isn’t the clickbait-y title that makes me feel gross: it’s the lack of helpful accompanying information. Over time, I’ve been conditioned to expect trickery from all titles that claim they’re about to teach me something useful.
I’m committed to steering clear of this practice in my newsletter. Sure, I pick titles that I hope will interest my readers and draw new readers in, but I am extremely careful that what I title my piece is actually what its about. If I say I’m giving you my number one tip for becoming a better writer, like I did in the post below, then that’s what you’re getting:
Interestingly, that post is one of my most-liked and most-shared! The title is obviously intended to draw readers in, but the piece delivers what it promises to deliver. That leaves my readers happy and helps me develop trust with them. In the future, when I post clickbait-y titles, readers can click on them with excitement and confidence.
They’re actually going to get the answer or advice they were looking for!
From my experience, then, it seems that clickbait itself isn’t what upsets people, but the failure to deliver what was promised. The key to using clickbait without making people mad, then, is to identify what your readers really want to hear about, prepare a title that hits that topic/accompanying pain point well, and then - most importantly - follow up that title with solid content.
Remember: The goal is always to overdeliver for your readers, not underdeliver and leave them disappointed!
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"When I’m disappointed because a title does not match the content I’m presented with, I’m just frustrated. It’s as if the creator, who I’ve never met and usually haven’t even heard of before, made me a promise and then broke it immediately!"
That's exactly what I've always felt but never quite put into words. Well said!
Great post. Clickbait is the bane of the internet.