Does clickbait ever work in marketing?

Ever notice those sensational headlines that scream, "You won't believe what happens next!"? Yeah, we’ve all seen them. But if you're trying to build trust and get those precious shares and likes, you might want to think twice about using clickbait.

TL;DR 🎯

Skip the clickbait. Use clear, informative headlines instead. Trust me, your audience will appreciate it and share your content more.

The scoop 🧐

Clickbait headlines like "The Scary New Science That Shows Milk Is Bad For You" might get some clicks, but they're less likely to be shared or liked. Why? People feel manipulated. They see through the trick and decide not to share it.

Data doesn’t lie 📊

Research shows that articles with straightforward headlines are shared more than those with clickbait. For instance:

• Clickbait headlines had 41% fewer likes and 48% fewer retweets on X/Twitter.
• Even with a conservative model, retweets were still 31.2% lower for clickbait.

Why this matters 🧠

Clickbait tries to create a "curiosity gap" by omitting key info. But savvy readers know the game and feel manipulated. This breaks trust and makes them less likely to share your content. And trust is everything when it comes to word-of-mouth marketing.

Watch out for ⚠️

Sure, clickbait might get you more clicks initially, especially if you're running paid ads. But if you're after organic growth and trust, clear and honest headlines are your best bet. This study didn’t measure clickthrough rates, so if clicks are all you care about, clickbait might still work for you. But for shares and likes? Not so much.

How to do it ✅

1. Be clear & informative: Don’t hide the key info. Let your readers know what they’re in for.

• Clickbait: “You won’t believe whom the president appointed as senior White House adviser”
• Not clickbait: “The president’s son-in-law appointed as senior White House adviser”

2. Test your headlines: Sometimes subtle changes can make a big difference. Test and see what works best for your audience.

• Least clickbait: “After Going Vegan For 10 Weeks, Olivia Petter Reports Better Digestion, More Energy, Clearer Skin”
• Most clickbait: “I Went Vegan For 10 Weeks And You Won't Believe What Happened To My Body”

3. Build trust: Remember, credibility and trustworthiness drive shares. Make your headlines trustworthy and informative.

So next time you’re crafting that killer headline, remember to keep it clear and honest. Your readers (and your bottom line) will thank you.

Want to learn more? 🤓

If you want to learn more about this topic, you can dig into the nerdy details in the original marketing study.

Quote of the week 💬

"Trust in marketing isn’t built by sensational headlines, it’s earned through honesty and clarity."