11 Ways To Save Your Business Today! You Won’t Believe You Haven’t Been Doing Number 3!
Thanks for clicking to this article, I bet our shocking title encouraged you! But this article isn’t really about this… in fact, it was just clickbait.
The term ‘clickbait’ refers to a scandalous headline which encourages people to click on that link. Sometimes, the headline is fabricated in such a way that it’s not exactly true, but encourages you to click on it, it encourages your curiosity.
You often see it on adverts at the side of website pages, with celebrity, diet or true-life stories. Or as newspaper or magazine headlines, encouraging you to buy them. We’ve all clicked them at one time or another. To find out what happened to that actor from that film we watched as child, to a quiz to see what kind of cheese we are.
And people are now becoming wary of clickbait. It has negative connotations, it’s spammy, it’s un trust worthy.
So, should you clickbait in your marketing?
Yes and no.
By having clickbait in your marketing, it may increase the chance of people clicking through to your website. But it can then increase the bounce rate when people realise it’s clickbait and leave your website, without converting. You may have high traffic, but then you’ll have a high bounce rate. Especially if the clickbait is irrelevant to your followers.
Word of mouth is very powerful, especially on social media. If you are too click baity, your followers will notice, and they’ll tell others too. It could damage your brand reputation. You may see comments under articles of TL:DR, which means Too Long; Didn’t Read, where people are warning others of that post’s clickbait. You don’t want your followers actively warning others of your clickbait!
But saying all the above, you do need to encourage people to click onto your posts, otherwise, what’s the point? So your headlines and links need to be somewhat clickbait. But they need to be relevant clickbait.
Your headlines need to be intriguing, encouraging and inviting. Not sensationalist and scandalous.
Use questions aimed at your audience to encourage them to click. “Did you know…” or “Have you tried this…” encourages the click through. And when they go to the page, give them quality content. Something that they will enjoy reading and not think is a waste of their time.
So yes, you should have clickbait in your marketing.
But no, you shouldn’t have fake stories in your marketing.
Make your headlines intriguing and encouraging to click, not scandalous and untrue.