If you run your own business or work in a client-facing industry, you’ll be aware just how frustrating clickbait can be. While you spend money on new marketing campaigns, working hard to come up with a viable strategy for increasing customer loyalty other companies use viral videos and clickbait articles to create a buzz.
Headlines And Deadlines
It’s great to grab an audience’s attention, but once you have it, you need to know how to sustain interest in a global marketplace. Many businesses create content, either in the form of newsletters, blog posts, and online videos to show their customers any new developments or to promote products that are new to the market. Clickbait articles do what they say on the tin; they basically encourage viewers to click on them which then generates page views, leading to lucrative advertising deals and further revenue. While you may be tempted to include a couple of clickbait articles the negative aspects of doing so can easily outweigh the positives.
For starters, you’re competing with sites like Buzzfeed who are masters of clickbait, writing headlines that are designed to do one purpose and that’s to get web traffic. Secondly, any respect you may have will be lost when your customers see what you’re doing. Clickbait is the digital equivalent of a tabloid newspaper, it’s trashy, salacious and should never be taken too seriously.
Just A Minute
Let’s be honest clickbait authors are never going to win a Pulitzer prize but that doesn’t matter because the only thing it’s designed to do is take you to a different web page. Unlike traditional marketing tools like audience feedback, SEO, content optimization and ranking analysis clickbait only acts as a marker, an outlet to drive web traffic to a particular site. Another sign you’ve stumbled across a dubious article is that quite often lots of other links are included.
You may have also noticed a trend for ‘quick reads,’ shorter pieces of only a couple hundred words with lots of images and video to disguise the fact they contain very little substance. Obviously no one wants to read an epic novel first thing on a Monday morning. However, a marketing newsletter aimed at Verizon’s customers telling them about the latest fios deals should be sharp, snappy and to the point without looking like the layout department forgot to include half the story so made up for it with glossy, nonsensical infographics.
He Said She Said
One of the easiest ways to set your business apart from any clickbait site is to attribute all content that’s written and credit images and videos correctly. While, on the whole, content creation requires a certain amount of research content aggregation is a different beast altogether. It’s fairly common with clickbait to see someone else’s words copied and pasted into an article, passed off as the website’s own while the original writer is placated with promises of more ‘exposure.’ Teams of content creators then seek to make hundreds of pieces a day go viral to drive more traffic. It’s also interesting to note which pieces make waves on social media and how many customer or client comments are received.