When it’s OK to Click-bait
If you’ve spent any amount of time on the internet, you’ve had some encounter with click-bait. Some love it, some hate it, but very few can deny it’s effectiveness.
We want to explore what makes click-bait a no-no and, at the same time, how you can effectively use click-bait so more people can see your content.
What is Click-bait?
There are several working definitions of what click-bait actually is. Typically people associate click-bait with the bait and switch sales tactic; you’re offered the promise of something desirable then offered something that is different from or less desirable than what was initially offered.
As discussed in our article Ethics of Clickbait, Nilay Patel from The Verge defines click-bait as “a promise of value that isn’t met,” meaning the reader’s expectations are higher than what the media truly contains.
However, the most interesting definition of click-bait comes from Wikipedia:
“Click-bait as a text or thumbnail link that is designed to entice users to follow that link and read, view or listen to the linked piece of online content.” This definition shows us that not ALL Click-bait is bad, but then why do so many people hate it?
Why people hate click-bait
A majority of click-bait tactics that people have grown to hate are misleading or feel manipulative in some shape way or form. There is a difference between hyperbole — exaggerated statements or claims not meant to be taken literally — and straight up lies — intentionally false statements.
Another reason people hate click-bait is that it’s everywhere. Spend any time on the internet and you will be bombarded with THE MOST UNBELIEVABLE THING OF THE DAY. In the words of the Syndrome from the Dinsey/Pixar film “The Incredibles,” “When everyone’s super, no one is.” It feels almost annoying to be click-baited into something that’s most likely not even something that you’re interested in the first place.
That being said, not all click-bait is bad, believe it or not. In fact, many creators use click-bait regularly to grow their audience — without making viewers angry. But how?
Best Practices for GOOD Click-bait
OVER Deliver on the title.
Think about movie trailers for example. A good movie trailer leaves you wanting more, to the point where you actually go out and see the movie. Your content should be the feature film and your title and thumbnail should act as the movie trailer; connected and part of the same story.
I mean how upset would you be if you got a ticket to a movie and the movie playing was something else completely? Regardless of what the movie playing is, it’s not what you bought your ticket to. When you’re building up an audience, trust is a huge factor, people may click on your video for the title but if your content doesn’t back up what they came for, you lose their trust and the possibility of them coming back. So give your audience what they bought a ticket to when they clicked through to your video.
Make audiences CURIOUS.
The Curiosity gap, as described by Joanna Wiebe of Copyhackers is, “the space between what we know and what we want or even need to know.” People on the internet are curious and craving entertainment and information.
A good click-bait title should pose a question, and the video should answer that question. Think of your video as a reward to your audience clicking on the video, not a punishment.
Manipulation VS Inspiration
Simon Sinek, author of the book Start With Why: How Great Leaders Inspire Everyone to Take Action, says that, “There are only two ways to get people to act: manipulate them or inspire them. Both are effective strategies, but only one is capable of generating a sale AND a lifetime of loyalty.” Your videos, regardless of titles and thumbnail, should be something of substance that a viewer wants to actually see MORE of. Your video should inspire them to want to follow you more and hear more of what you have to say. At the end of the day, you want your viewers to turn into loyal followers who know and trust the content you put online.
Use Click-bait Sparingly
In the same way that every video cannot be a viral video, not every piece of content needs to have a click-bait title. Andre Meadows from the YouTube Channel Black Nerd Comedy once said at a VidCon panel that he has two types of videos: keepers and bringers — videos that are intended to keep his current audience and videos that are intended to bring in new audiences. No one can deny that click-bait titles and thumbnails work, but using them on EVERY video kinda creates a boy who cried wolf dynamic between you and your audience.
Conclusion
Your title and thumbnail SHOULD bait viewers in. People should WANT to click on your video. But you also need to follow through on what they clicked on your video for.
