Cute Puppies, Easy Recipes, & New DIYs!
What do these things have in common? Surely there is a wide variety of answers, but specifically, they are all considered as clickbait in today’s marketing. Who doesn’t want to see a cute puppy?! We’re always looking for easy recipes. Nothing like learning about a new DIY to make you feel like being proactive.
Clickbait is so dang catchy! It’s technically defined as “something (such as a headline) designed to make readers want to click on a hyperlink especially when the link leads to content of dubious value or interest”. Coming from eyes and ears that are smack dab in the middle of marketing, we are still guilty of clicking on the links and videos that catch our attention! Granted we have a different kind of appreciation for it.
It’s interesting to look into why clickbait works, and how. There are a few experts in the game, but one, in particular, takes the cake when it comes to social media clickbait.
BuzzFeed reaches hundreds of millions of people daily through articles, quizzes, blogs, videos, you name it- they have advertised it. Their branding extends to Nifty and Tasty videos, which are arguably just as popular. BuzzFeed is so good at what they do, they’ll have you clicking on topics you didn’t care about until you read the title of the article or caption of the video. With titles such as “The 10 Most Popular Super Bowl Foods”. Before reading that, you probably weren’t even considering researching a super bowl food, but now you just have to know. Their titles make it clear that you’ll be reading a defined amount, specific to one creative topic.
People today expect immediate gratification. We don’t like to wait for the final answer, we love the short suspense, but drawing things out is a waste of our time! If you can balance and creative and catchy topic that is also straight to the point, you’ve got yourself a clickbait.