Clickbait, in the context of digital marketing, is a strategy designed to attract users' attention and generate clicks on specific links or content, using misleading, exaggerated or sensationalist titles, images or descriptions. Its goal is to generate traffic to a particular website or platform, in the hope of increasing visibility, engagement and conversions.
The term "clickbait" comes from the combination of the words "click" and "bait," implying that the tactic is akin to casting a hook to entice users to click. While clickbait can generate a rapid increase in visits, it can also cause users to distrust it and damage the credibility of the brand or website that uses it.
The hallmarks of clickbait often include exaggerated or sensationalized promises, intriguing questions that arouse curiosity, the use of eye-catching lists (such as "Top 10 Best Kept Secrets") and the use of eye-catching or surprising images.
While clickbait can be effective in the short term to increase traffic metrics, it does not always translate into long-term results. Users may be disappointed if the content does not meet the expectations generated by the title or description, which can lead them to leave the site quickly and decrease retention rates.
In ethical digital marketing, brands and creators are encouraged to avoid excessive use of clickbait and instead focus on providing quality and relevant content. Transparency and authenticity are key to building lasting relationships with the audience and fostering trust.
It is important to balance generating interest with delivering valuable and genuine content to establish strong audience relationships in the digital environment.
The Marketing Glossary is a compendium of all the most commonly used terminology in sales strategy. Many of the concepts listed here are used when implementing a CRM system or a digital sales funnel, no matter if they are legacy systems or an online CRM. See also our blog that deals with sales techniques, marketing and sales culture.