Ever been scrolling through your feed or browser to see an epic thumbnail for a video, to find out only after clicking that it was totally unrelated to the content? Then you have been a victim of clickbaiting! The Clickbait Problem affecting social media today has created great uproar from a lot of the leading social media influencers such as Derral Eves or Gary Vaynerchuk. Clickbait’s main goal is to get users to click on the link to go to another website. However, recently people have been misusing clickbait and creating a negative connotation around it. In this article we are going to explain the clickbait problem and how to use clickbait properly to grow.
What is Clickbait?
Clickbait has been around since the beginning of internet advertising. Internet marketers crafted catchy titles and attention grabbing descriptions. The Clickbait headlines tend to exploit “the gap of curiosity”, giving just enough away to peak your curiosity but not enough to satisfy it without clicking through.
However, Clickbait recently has become the bait & switch. Internet Marketers have been using clickbait that has no relationship with core content. This method has become widely used in the social media realms and has created massive distrust with clickbait.
The Clickbait Problem
Accounts that are using the bait & switch method are utilizing the power of clickbait in exactly the wrong fashion. When new users view content from these accounts two things are accomplished. One, the new user has little trust because they were swindled to view or engage with the content. Two, the account has lost a potential lead or if for some reason the new user does follow/subscribe, the long term value (LTV) of them will be probably be little to none.
Now, the account owner may feel that the bait & switch is a good method because of the high engagement and possible growth. But in reality the short term victories alter the long term progress of account. The increased engagement although organic was acquired by misleading content and the growth is of low LTV users. Lastly, these accounts create a bad reputation for clickbait, hurting not only themselves but all other internet marketers. The root of the clickbait problem is the bait & switch method. It has created massive distrust in the internet community, making it harder for marketers to attract and entice new clients with legitimate clickable content.
Clickbaiting the Right Way
Prior to it’s negative connotation, clickbait was a thriving method for internet marketers to attract new users. However, the clickbait they released pertained to the core content. In doing so, not only did they generate more traffic to their links, but in addition they generated organic niche specific traffic with targeted leads. How do they do this? With clickable headlines of course!
Youtube Influencer and Entrepreneur Derral Eves explains the proper methods for clickbait that increase niche specific traffic.
As Derral explains, it is a common misconception that the major traffic source for organic views is having a SEO optimized title. In actuality the major source of organic traffic on Youtube is the Suggested Videos. This is why having a clickable headline and thumbnail that relates to the content is key for organic growth. The same holds true for other social media platforms like Facebook and Instagram.
If you want to increase the click through rate (CTR) of your clickbait then you have to understand your audience. This means analyzing the data. Always see how your content is performing with your audience. Take the strongest components of each post and slowly refine the content to bring the most value to your following. In doing so your engagement, CTR and overall growth will begin to increase drastically. The more specific your content becomes to your audience the better the results will be.
The problem with clickbait is not clickbait itself, merely the misuse of the concept. The bait & switch method internet marketers are using today leaves a new user feeling unsatisfied, their curiosity was peaked only to be let down with invaluable content. Prior to this trend change clickbait was able to generate massive amounts of organic niche specific traffic by exposing “the curiosity gap” and over delivering with valuable content. Despite its current reputation, clickbait at it’s core is a vital tool for internet marketers. It should not be cast aside and should become an integral part of your marketing plan. Start refining your content and creating catchy titles to draw in new users. But be sure to create valuable content that goes above and beyond the expectations of the new user.