▷ Find out what clickbait is and why you shouldn’t use it in your strategy – WAU 2020

    Find out what clickbait is and why you shouldn’t use it in your strategy – WAU

    Clickbait is a tactic used on the Internet to generate online traffic through deceptive or sensational content. Also called “click-hunting”, this term also refers to the breach of expectation on the part of the user who was “hooked” by this click bait.

    (Click on the player to hear the narration of our post!)

    Imagine yourself in the following situation: you are surfing the internet when, suddenly, you encounter the Social Post of content on social networks. The title promises to answer, once and for all, that cruel question about a subject that interests you a lot.

    You for everything you are doing, after all, how to ignore such content, right? In less than five minutes after opening the link, frustration: the article did not answer the question and deviated from the “promise” proposed in the title.

    The feeling of being hooked by a tempting bait has a name and is called a clickbait. If you want to know more about the technique and find out if it is indicated in digital strategies, this text is for you (really, without false promises)!

    What is Clickbait

    Clickbait is a tactic used on the Internet to generate online traffic through deceptive or sensational content. Also called “click-hunting”, this term also refers to the breach of expectation on the part of the user who was “hooked” by this click bait.

    Usually, such a promise is found in the elements that will be seen first in a content. In the case of videos on YouTube, for example, the clickbait is located in the title and in the video’s prominent image, and can also be found in the brief description of the content.

    In blog posts, clickbaits are usually included in the title, in the calls of social posts and in the highlight line of the content, when applicable, which is just below the title.

    To understand even better what this strategy is about, we can simply translate the expression that comes from English and, for us, it means “Click bait”.

    Clickbaits work just like this bait: by promising to answer questions or practically tell readers a kind of “secret”, many people won’t think twice about clicking on the content.

    We cannot judge them, after all, an attractive title makes many people stop what they are doing for a few minutes to find out what is behind it. The problem is not in the strategy of creating tempting titles, but in lying to the reader.

    Yes, clickbaits are lying content!

    Examples of clickbaits for not being hooked

    Now that you know what clickbaits are, it’s time to understand in practice how they work. For this reason, we propose two examples of different types of “hooks” so that, in addition to not falling, you understand why they are not legal.

    Before talking about them in detail, it is important to understand some techniques frequently used by producers of this type of content:

    • frequent and constant use of exclamation points;
    • expressions like “you will not believe”;
    • creating a sense of urgency in the title, as if you can’t go another second without finding out what it is about;
    • use of images that arouse curiosity, but that do not say much.

    “We will teach you, once and for all, to mix water and oil!”

    You know that water and oil don’t mix, but with a title that promises to teach you how to do that, curiosity would probably take time to get off your feet.

    Clickbaits that promise to teach you things that can’t be done in practice they are very common and usually gain many clicks due to the paradox between knowing that you cannot do what is proposed, but being very curious about the possibility of achieving it.

    It doesn’t have to be something as absurd as mixing water and oil: many contents promise to teach you how to earn X amount of leads in a simple and extremely fast way in a digital strategy.

    However, anyone who knows a little more about the subject knows that this is not possible – the process is complex and requires dedication – but “it will stick”, right?

    “Tennis with 85% discount until tomorrow!”

    Damn, what a huge discount! Even more if it is from a store that you feel like buying, or, even if you don’t know it yet, it has attracted attention through the social post + a beautiful photo of that sneaker that is super trendy.

    When you click on the website, however, you discover that tennis will actually have 85% discount, but only if you buy three other products from the store that reach a value of R $ 360.00. This is all in sight.

    The clickbait in question is not a lie, after all it is possible that sneakers become cheaper, but with a lot of boring conditions behind.

    The strategy used by the store was to hook readers by highlighting the most tempting information about the sale, however, “putting on makeup” and hiding the rest of the conditions, which are not at all pleasant.

    That is, we work with different models of clickbaits, where one is a lie and the other is not necessarily, however, both cause some kind of frustration in people who clicked on the content with the hope of having their questions and wishes answered.

    Why strategy should not be used

    After seeing in practice how clickbaits work, I think it was more than clear that it is not legal to use them in a digital strategy, is it?

    Therefore, we will show the main reasons that support the idea that techniques to attract clicks are not legal.

    You will be delivering lying content

    Building any strategy (or anything in life, to be more exact) based on lies is not cool.

    The first reason why you should stay away from practice involves people’s ethics and morals, then, it is up to each one to think with themselves if they would like to be “cheated” by a brand.

    In an era where people have been searching for content and figures online that are more and more genuine and true, don’t swim against the tide.

    Clicks may look cool, but in the end they’re not worth that much

    At first, your blog will have a very large and exciting explosion of hits. Imagine just reaching numbers that reach thousands – or even millions – of clicks?

    Popular content, however, will not necessarily bring real results to your business, whatever it is. To be honest, in the long run it is unlikely to add any positive gains.

    This is because a clickbait-based strategy deals with people only as “numbers”.

    In a digital strategy, however, it is necessary to qualify readers who access any type of content within the digital strategy, that is, there is no point in having 100 thousand accesses on the page if these accesses do not turn into any action – be it conversion or some other online engagement metric.

    You will lose potential customers

    A digital strategy, whatever it may be, becomes even better when we take into account the good practices of Customer Success. What many people may forget, however, is that we need to make the customer’s success a priority before they actually take any action and become a customer.

    Remember that example proposed at the beginning of this article. If you would be upset about falling into a clickbait, imagine thousands of people feeling the same thing – and associating the feeling to your brand?

    It is always very important to think that, among those thousands of clicks, several of them came from people who could be engaged in your strategy, however, after being hooked, they will become detractors of the page.

    And in a time when online has the power to leverage or end any career, using tools like Reclame Aqui, it is important to think about the way you want your brand to be seen in the networks as a whole.

    Customer Success Course

    Forget clickbait. Fashion is now emotion-bait

    Stopping sensational strategies in search of attracting readers does not mean that you will not be able to create creative and tempting titles, after all, otherwise, who would access the content?

    However, it is possible to find fair ways to capture readers and gain clicks, which is super fair and there is no problem! The concept of the time is called “emotion-bait”, something like “emotional bait” in London, and we will teach you how to apply it to be successful without having to distort information!

    The emotion-bait principle is basically conquer the reader from emotional aspects of each one, that is, getting the user to click on the content because the title – or any other highlight that contains the resource – touched it in some way.

    This does not mean an appeal to the emotional side in a melancholy and / or dramatic way, but an understanding of the real value of its content and, from that value, make a discovery about the main aspects capable of arousing genuine curiosity and interest.

    After discovering what is most interesting in your content, think that you are selling that material and need to define it in the most tempting way that arouses curiosity as possible. If you can answer what was proposed in the title without distortions, there’s no problem doing a mystery!

    After realizing that clickbaits should definitely not be used in digital strategies, it is interesting to rethink how we are selling content on social networks.

    More than tempting, it is important to develop genuine and purposeful content! That way, the results will come naturally.

    If you enjoyed learning about clickbaits and want to further develop your digital presence, learn (really, without bait!) To develop a Content Marketing strategy!

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