SEO: Why you should be using clickbait titles
Clickbait often gets a bad rap online, mostly due to allegations about misleading content.
That being said, there are so many ways to leverage it ethically without misleading your readers.
It works because of its ability to tap into genuine human emotion and curiosity.
Everyone wants to know the secret to get more followers, just like everyone wants to know what weird things happen on movie sets.
This is called the curiosity gap and it is the psychological feeling of wanting to know more.
Most clickbait titles are structured to make the reader think they will learn something new by clicking on the link.
The important ethical note is to offer real value within your article, not simply using a misleading headline to get page traffic.
Clickbait is also an important part of measuring online success.
If no one clicks on your blog, then you lose the opportunity to talk to thousands of potential customers.
If you want to expand your reach, then you want more clicks. If you want more clicks, you need to build a strategy to get them.
That being said, you don’t need to resort to sensationalism to do this.
Instead, think about the goals of your audience. Our blog, for example, teaches readers about digital marketing techniques. While we may use catchy headlines, such as “The 10 Ingredients of Great Content Writing” or “19 Strategies That’ll Help You Become an Influencer,” we offer actionable information within those blogs that help our readers achieve their goals.
When using clickbait strategies, focus on your customer pain points and create content that will educate and excite them.
If your headline matches your content, you can avoid audience backlash.
Clickbait Strategies to Avoid
While clickbait can be a successful digital marketing strategy, it can also hurt your brand if done wrong.
Many social media sites and search engines have added rules to their policies to discourage the use of sensationalist or misleading content.
Google’s policy prohibits “Ads that use clickbait tactics or sensationalist text or imagery to drive traffic.” This can include:
Ads that claim to reveal secrets or other sensationalist information.
Ads that use wording such as, “Click here to learn more …” or, “You won’t believe what happened next …”
Ads that use altered images or disaster photos.
Ads that use “before and after” photos showcasing significant changes in the human body.
Ads that use negative events, such as death, illness, or disaster, to evoke action in viewers.
On Facebook, clickbait articles will show up lower in News Feeds and repeated sharing can result in page restrictions.
It’s also important to avoid misleading clickbait on your website, as it can damage trust in your brand.
Ultimately, success comes down to two things:
Write compelling, honest, engaging headlines.
Don’t disappoint your readers once they click on them.
Tips to Use Clickbait in Your Content Marketing Strategy
Now that you know how to use clickbait ethically, it’s time to implement these strategies into your content marketing.
Here’s how to get started:
Utilise the curiosity gap, but don’t exploit it. Avoid sensationalist material and inaccurate claims.
Deliver on any promises you make. Your audience expects the information you promise to them. If they consistently feel they can’t trust your claims, they won’t continue interacting with your brand.
Be honest with your readers and avoid misinformation. Be a beacon of honesty. According to Edleman, 53 percent of consumers need to trust brands they purchase from. If you remain truthful with your viewers, you’ll have a better chance of converting them.
Use numbers in your headlines. Numbers represent actionable steps users can use to reach their goals. Numbered lists also improve scanability and make it easier for readers to digest content.
Pay attention to your data. When using clickbait headlines, measure them against other headlines and see which perform better. Like anything in marketing, the numbers don’t lie. There’s no point investing in a tactic if it doesn’t work for your audience.
Write for more than clicks. A headline is just the beginning. What really matters is the quality of your content as a whole. While a witty headline may bring them to your page, your content will make them stay—so don’t neglect the rest.