What Is Clickbait and Should You Use It in Headlines?

Clickbait is a method of grabbing attention online through flashy and misleading headlines. Such tactics often deceive users to drive traffic.

Example of clickbait

How to recognize clickbait

Clickbait headline creators do everything possible to catch a user’s eye and make them click the link. However, the content often disappoints — for example, a promised "simple traditional recipe" turns out to be useless, baking soda doesn’t help lose 40 kilograms, and the article doesn’t even mention weight loss.

Clickbait appears not only in text but also in visual content. For example, a video thumbnail might feature an eye-catching image that has nothing to do with the actual content. One form of this approach is teaser advertising.

Key characteristics and techniques of clickbait

Clickbait is designed to provoke an emotional reaction—it aims to spark fear, curiosity, anger, or intrigue to compel users to open the content.

Here are some common techniques used:

Exaggerating existing information. An event or fact in the headline is presented as something grand or shocking, even when it’s not.

Example:

Headline: "Singer shocks everyone with his act at the concert!"

Reality: During the performance, the artist accidentally forgot the lyrics and apologized to the audience.

This approach makes readers feel like something extraordinary happened, even when the event doesn’t really deserve such attention.

The headline talks about “separation,” but in reality it's about a separate charity luncheon

Playing on readers' expectations. Headlines use terms and phrases associated with something important or exclusive, but the content turns out to be empty.

Example:

Headline: "The secret to success billionaires is here!"

Reality: The article shares generic advice like "wake up early" or "work hard." This technique is often used in motivational or self-improvement content.

Using words with misleading meanings. Headlines feature terms or facts that sound more dramatic or alarming than they actually are.

Example:

Headline: "A new law has been passed that will change everyone's life."

Reality: It’s just a draft bill still under discussion in parliament, far from being finalized. This technique exploits audience unawareness, creating false expectations.

Hiding details. The headline intentionally leaves out key information to provoke curiosity.

Example:

Headline: "A famous athlete made an unexpected statement."

Reality: He announced plans to open a charity foundation, but the headline omits these details. This vagueness encourages users to click the link to find out more.

Daring the reader. Another common clickbait technique is challenging the audience with an intriguing dare.

Example:

Headline: "Only 1% of people can answer this question!" or "Can you guess what really happened?"

Such phrases create a sense of mystery and push readers to open the content to test themselves or discover the answer.

Manipulating quotes. Statements are often taken out of context to make them sound more sensational.

Example:

Quote: "Without considering this data, my conclusions might be incorrect," said the scientist.

Headline: "Renowned expert admits his conclusions were wrong!"

This approach distorts the original meaning and provokes false emotions in the reader.

Where clickbait is used

Clickbait can be found across various platforms. Let’s explore where and how it is commonly used.

Social media. Platforms like Instagram*, Twitter, and YouTube heavily rely on clickbait. Eye-catching headlines, flashy thumbnails, and bold phrases grab attention and encourage users to like, comment, or click on a link in the description.

There are even YouTube extensions that remove clickbait titles and preview images

Websites and blogs. On news portals and blogs, clickbait is used to capture attention in a highly competitive environment. Clickbait headlines often promise sensational or astonishing content, though the actual article may turn out to be quite ordinary.

Advertising. Advertisements and banners often rely on clickbait. Eye-catching headlines and provocative images entice users to click for more details, even if the ad itself lacks real value.

It’s important to remember that overusing such tactics can undermine audience trust and harm your reputation.

Does your content need clickbait?

Let’s examine the main advantages and disadvantages of using clickbait in headlines and content descriptions.

Advantages of clickbait

Attracting attention and increasing website traffic. Headlines that spark curiosity or promise something unusual are powerful tools for drawing users in. They help boost website visits, which is crucial for growth and improved metrics. However, this effect is often short-term. To retain the audience, it’s essential to keep them engaged even after they click.

With clickbait, bounce rates are likely to increase. Learn what bounce rate is and how to reduce it in the article: Bounce Rate: Why Users Leave Your Site.

Boosting engagement. Clickbait increases not only traffic but also audience interaction. Emotionally charged headlines encourage people to share, comment on, and discuss content. This organic spread is particularly valuable for brands and media outlets, helping their material gain traction on social media and forums.
Competitive advantage. In an era of information overload, where every source fights for readers' attention, clickbait can help you stand out. Intriguing headlines grab attention and make users choose your content over countless alternatives—especially if the information is presented as extraordinary or unique.

To learn how to stand out without clickbait, read the article: Competitive Analysis: When, Why and How to Conduct.

Disadvantages of using clickbait

Eroding trust and loyalty. If users click on an article expecting a sensation but find ordinary or uninteresting content instead, their trust in the platform may decline. This is especially critical for brands aiming to build long-term relationships with their audience. Overusing clickbait can frustrate readers, causing them to avoid such sources altogether. The more users feel deceived, the harder it becomes to regain their trust, ultimately leading to a decline in a loyal audience.
Short-term gains, long-term consequences. While clickbait can temporarily boost traffic and popularity, using it without maintaining content quality can harm long-term success. It’s crucial to remember that sustainable growth isn’t just about attracting clicks—it’s about delivering valuable content that meets users’ expectations.

How to create catchy headlines that get clicked

Creating a good headline is an art that combines creativity with precision. Here are some principles to help craft headlines that attract attention while accurately reflecting the content of the article.

Use clear and specific phrasing. Express the main idea without ambiguity to immediately let the reader know what the article is about. Avoid leaning too much on mystery. Define the key topic of the content and make it the centerpiece of your headline.

Example: “5 Practical Steps to Improve Focus and Reduce Stress.”

Highlight the benefit or value of the content. Indicate what the reader will gain from reading the article, whether it's a new skill, an interesting discovery, or a solution to a problem.

Example: “How to Boost Revenue by 700% with CRM Marketing.”

Add an element of uniqueness. If the article offers something unusual or new, emphasize that in the headline. This will help it stand out among other content on the same topic.

Example: “The 3-Minute Method: How to Improve Your Memory Effortlessly.”

Be honest. Avoid making promises that the article cannot fulfill. The headline should grab attention without misleading the reader, or you risk losing their trust.

Example: “The Best Platform for Newsletters: Which One to Choose.”

Ask questions. A question in the headline is a great way to intrigue readers. It encourages them to seek the answer within the content, especially if the topic sparks personal interest or addresses a pressing issue.

Example: “How to Turn Your Hobby into Income? Discover 5 Simple Solutions.”

Stimulate curiosity. Intriguing headlines that contain unexpected facts or unique information arouse the desire to learn more. These work especially well if they include an element of surprise or novelty.

Example: “Why Billionaires' Morning Habits Could Change Your Life?”

Be creative. Avoid using standard phrases and choose original and memorable expressions. You can use wordplay, unusual metaphors, or light humor to make your headline stand out from the competition.

Example: “From Couch to Marathon: An Inspiring Story of How to Start Running.”

Emphasize value. Let the reader know the benefit they'll get. A clear value proposition makes the headline more attractive and motivates them to click. Numbers work particularly well.

Example: “10 Proven Ways to Save Up to 30% on Travel.”

Conclusion

Clickbait is a powerful but controversial tool in the world of digital content. When used correctly, it helps to stand out among competitors, increase reach, and enhance engagement. However, overuse of clickbait techniques—such as exaggerated expectations and misleading headlines—can damage audience trust and harm a brand's reputation.

For long-term success, it's important to find a balance between creating attractive headlines and maintaining content honesty. Readers value not only intrigue but also useful, high-quality material that meets their expectations.

* Products of Meta, recognized as extremist in Russia.