The format uses sensationalist headlines to encourage clicks and drive ad revenue.
This piece argues that clickbaits – which are always associated with negative marketing tactics – can be used in a positive manner. Traditionally the format often under-delivers, but if the format is used correctly, it can help marketers get the consumer attention.
Buzzfeed, for example, built up its brand largely on the back of its clever, attention-grabbing headline. But, marketers should ensure the article following the sensationalist headline is equally good. An inability to deliver quality content will only lead to consumers abandoning the piece and cause reputational damage.
Successful clickbait headlines are based on a thorough understanding of the audience’s behaviour, needs and wants. Further, they can be useful for marketers who aim to get more people to visit their website.
[8 minute read]