What Are Clickbaits?
What are clickbaits? Quite simply, clickbaits are outrageous headlines whose sole function is to attract clicks towards a specific website. So far so good…but the downside of clickbaits is they’re all style and have no substance. They capture attention by promising sensational stories, terrifying tales, and even mystery, but usually, the content they result in is little more than pure, cheap entertainment. If you want to spot them correctly, you should know what to avoid.
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Let’s talk about styles. Many people try to use clickbaits in ways that have absolutely no bearing on the quality or relevance of the web content they deliver. This can be very disastrous. In fact, it can be downright dangerous. Below I’ll outline three different styles that can make your clickbaiting campaign a success, or a failure.
The “question” bait
An advertiser could place bait ads on a website that contains valuable information about their product, such as an in-depth analysis or review. They could also place baits on sites that are focused around a certain niche, such as dog training, dating advice, fashion, etc. In this way, they could attract people who could then become potential customers.
You can employ what is known as “question bait” – content that is designed to elicit a response from people curious about what the headline is talking about. Many people make this mistake and think that the best way to avoid clickbaits is to create content that has no substance or that is too vague to hold someone’s interest. The problem with this approach is two-fold. First, the people who click on these baits tend to be people who either already have an interest in the topic of the web content or at least are highly interested in the product that the web content is talking about. Second, the expected answer never shows up, leading to more long-term confusion…and a valuable lost customer.
The “unrelated” bait
Clickbaits used to be programs that masquerade as real news stories, videos, books, etc. Baiters can be anything – a new blog post, a viral video, an exciting new blog post written by an expert writer, or even a new series of articles on a popular website. But the most common bait is something that people are curious about but have not yet found the time or the interest to conduct research on: videos of a product or service that is newly launched. It could also be some sort of strange advertising campaign.
Of course, some of this has changed in recent years because advertisers now realize that it is more cost-effective to just pay for advertising on websites instead. But still, there are a lot of businesses that use this tactic to bring in new consumers, especially since most of us have busy online lives.
If the content on the site is completely unrelated to what the person was expecting, the people who click will often come away empty-handed. That means time is simply wasted. This is due to the fact that people who click on these types of baits often look for entertainment more than realistic information from the website in the first place.
The “celebrity” bait
Some companies are using celebrity names to endorse their products. There is nothing wrong with that. Wouldn’t you want to be seen on television or heard on the radio by some of your favorite celebrities? Others are trying to get their business or products to be found by search engines through influencers. This way, people can find them and perhaps even click on them, thus bringing up their website and increasing the advertisers’ exposure and revenue at the same time.
If you use this approach, just make sure such a celebrity actually uses your product. Most of the time, customers finally get disappointed when they discover that these products are only used for the ad post on social media, and not in real life.
No one really knows the long-term effect of clickbaits. Some people won’t like something advertised as bait because they believe it’s a form of spam or an attempt for someone to get money through dishonest methods. Still, using these baits occasionally may bring about some unexpected results. If used right, baits can be very helpful to an advertiser. Would you give it a try and share your results?
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