The function of marketing messages is to generate emotions and action.  Clickbait encourages action, i.e., clicking open a link to a text or video, as the author seeks to direct the reader or potential client to a certain website.  

The story behind the headline may not live up to expectations, so the reader or viewer will be disappointed and frustrated. The great secret is not revealed to her, and she has spent precious time for nothing. Perhaps unsurprisingly, the publisher appears vague and dishonest, which of course negatively affects the brand image.   

“Clickbait has a bad reputation and for good reason. It promises more than it delivers and in extreme cases can even be fraudulent,” says Nick Barlow, copy editor at Brandkind.  

The line between a clickbait title and a hook can be hard to draw, but according to Barlow, the latter is more honest. “An alternative hook relies less on hyperbole and more on an invitation to discover or learn something new,” he continues.  

Clickbait headlines in B2B marketing

Clickability is by no means the only KPI in online marketing. Today, much advertising is moving towards pricing based on engagement time. B2C banner advertising, for example, measures conversions, i.e., when a customer transforms from a new clicker to a subscriber or buyer.  

On the B2B side, on the other hand, marketing is still largely based on measuring the number of clicks and social media reactions to a company’s page. Clickbait has therefore also entered B2B marketing.  

“If a company is technically and communicatively used to clickbait, it will also be reflected in marketing.  It depends a lot on the company culture what kind of marketing messages they are willing to receive,” says Marko Mannonen, Head of Digital at Brandkind.  

Because clickbait is so widespread, it’s clear that its output outweighs the disadvantage. Mannonen doesn’t see clickbait headlines as just a negative thing. “Lying is forbidden, but why not tempt readers by telling them something that is important to you? “

Clickbait and SEO

How is clickbait then different from search engine optimization (SEO)? As a general rule, a search engine-optimized headline contains keywords, while a clickbait headline encourages action, i.e. clicking open the link. If clickbaiting is done correctly, it will also help in SEO, as they support each other. The most important thing is high-quality, relevant content.   

So, you don’t have to hide a genuinely good product or service behind a flat headline, as long as you do it without promising too much, Barlow advises. “A good headline has to encapsulate the main content of what follows. It should pique the interest of relevant parties. And ideally it should create a reaction in the audience.” 

Google, too, has woken up to the misleading nature of clickbait headlines. In the future, it plans to drive less traffic to sites with clickbait headlines. Google promises that sites that invest in rich content and quality content that matches searches will improve their search ranking.

Typical features in clickbait headlines:

  • Shocking, over-the-top or vague statements 
  • Using capital letters as an effect 
  • Open-ended questions or unfinished sentences 
  • Listings like ” 5 Things You Need to Know About Marketing”  
  • Storytelling, e.g., “A woman drove over a hedgehog. What happened next surprised everyone.” 

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