Clickbait is an online marketing strategy that uses lurid headlines or teasers to get readers to click on a link. The main purpose of clickbait is to increase the number of page views on a website and thereby generate more advertising revenue.

The clickbait headline often promises sensational news, shocking revelations or exclusive information. She plays with the curiosity and sensationalism of the human being, relying on extreme formulations or mysteriousness.


The mechanics behind clickbait

Clickbait works on the basis of two psychological principles: Curiosity and the feeling of incompleteness. By promising sensational information, the headline arouses the reader’s curiosity. The sense of incompleteness is triggered by puzzling wording designed to get the reader to click on the link to solve the puzzle.

It’s important to understand that not every eye-catching headline is clickbait. A good headline should always arouse interest and encourage reading. The difference lies in the intent behind the headline: While a good headline summarizes the content of the article and offers the reader added value, a clickbait headline aims only to generate clicks – often at the expense of the quality or relevance of the content.

The role of clickbait in content marketing

In a content marketing context, clickbait can be both useful and harmful. On the one hand, it can help generate attention for your content and drive more traffic to your website. On the other hand, it can damage your reputation and disappoint your audience if your content can’t deliver what the headlines promise.

It’s about finding a healthy balance between engaging headlines and quality content. For example, if you overdo blog writing with lurid titles without substantial content behind them, you’re not delivering what you promise – this can increase your bounce rate.

Conclusion: Responsible use of clickbait

In summary, as part of your content strategy, you can certainly use elements of clickbait to generate attention for your content – as long as you always make sure your content delivers what it promises.