I am an inquisitive individual who consistently seek to broaden my knowledge, particularly regarding the latest developments in topics that pique my interest. This inclination often makes me susceptible to clickbait tactics. Therefore, when I encountered a headline proclaiming “FIRED” accompanied by a photograph of the head of a leading Formula 1 team, I felt compelled to delve into the article. Regrettably, I found myself once again deceived by a sensationalist headline, as the actual content failed to provide new information beyond rehashing old rumors. Nevertheless, it effectively achieved its objective of garnering an additional click to enhance advertising revenue and boost engagement metrics.

Clickbaiters often use a variety of words and phrases to attract attention and awaken your FOMO (Fear Of Missing Out). These include:

• Sensationalist language: “shocking,” “mind-blowing,” “the man who broke the internet by deleting 11 lines of code”
• Exaggerated claims: “you won’t believe what happens next,” “the most amazing thing you’ll ever see”
• Curiosity-inducing statements: “you’ll never guess what happened next,” “find out why”
• Lists and numbers: “top 10,” “5 reasons why,” “10 best kept secrets”
• Urgency: “urgent,” “act now,” “limited time offer”
• Emotionally charged words: “heartwarming,” “hilarious,” “I hate when men….”
• Fear or anxiety-inducing language: “warning,” “don’t miss out,” “Watch this before you buy the new (insert any brand)”
• Celebrity or authority references: ” Miley Cyrus destroys Taylor Swift,” “experts say”
• Teasers: “latest movie trailers,” “critically hated movies that are actually awesome”

The continuous use of clickbait phrases can significantly impact the believability of communications in several ways:

• Over time, audiences become accustomed to recognizing clickbait tactics and may become skeptical of content that employs them. When individuals encounter these phrases repeatedly and find that the content behind them often fails to deliver on its promises, they may begin to distrust the source.
• Clickbait phrases can undermine the perceived credibility of the content and the publisher. This erosion of credibility can damage your reputation.
• While clickbait tactics may initially attract clicks and drive traffic to an article or a website, they can ultimately result in diminished engagement over time. Readers may become frustrated with content that does not deliver on its promises and may be less likely to engage with future content from the same source.
• Continuous use of clickbait phrases can create negative associations with a brand or publisher. Audiences may come to perceive the content as low-quality, sensationalist, or untrustworthy, which can have long-term negative repercussions.

As a Communicator, you can employ the following strategies to ensure your messages cut through the clutter without resorting to clickbait tactics:

• Provide valuable content: Focus on creating high-quality, informative, and relevant content that genuinely serves the needs and interests of your audience. Offer insights, expertise, or solutions that address their concerns or provide value in some way.
• Craft compelling headlines: Write clear, concise headlines that accurately reflect the content of your message without resorting to sensationalism or exaggeration.
• Use descriptive language: Instead of relying on clickbait phrases, use descriptive language that accurately communicates the key points or benefits of your message.
• Focus on authenticity: Build trust with your audience by being transparent, authentic, and genuine in your communications. Avoid misleading or deceptive tactics that undermine trust and credibility.
• Emphasize credibility: Highlight your expertise, credentials, or authority on the topic to reassure readers of the credibility of your message. Incorporate data, research, or testimonials to support your claims and strengthen the credibility of your content.
• Promote engagement: Encourage interaction and dialogue with your audience by inviting comments, questions, or feedback on your content.