VERB

Clickbait

Content designed to attract attention and clicks, often through sensationalized or misleading headlines and visuals, with little regard to the actual quality or relevance of the content itself.

Clickbait preys on user curiosity with exaggerated claims and incomplete information, leading to disappointment and frustration.Clickbait tactics can damage a brand's reputation by prioritizing short-term clicks over building genuine trust with the audience.: Clickbait contributes to the overwhelming amount of low-quality content online, making it harder for users to find valuable information.

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The Truth Meter: Yellow

Clickbait can be used for unethical marketing but can also be used to get people’s attention and deliver a promise.

  • What to Do Instead

    Focus on Value: Create informative and engaging content that genuinely benefits your audience.

    Transparency is Key: Use clear and honest headlines that accurately reflect the content. Engage authentically with your audience, fostering trust and loyalty over the long term.

  • Resources & Tools

    “They Ask, You Answer" by Marcus Sheridan

  • Processes

    Content marketing strategy, user engagement strategies, and content quality evaluation tools.

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