Is Clickbait Ever Okay? (7 Clickbait Examples)
It’s a word with such negative connotations, but are there examples of positive uses of clickbait? In this post, we’ll take a look at what clickbait is and whether it is always bad, and (spoiler alert) we’ll show you how you could use it for good with seven examples.
What Is Clickbait?
Firstly, let’s establish what it is we’re talking about. Merriam-Webster defines clickbait as something (such as a headline) designed to make readers want to click on a hyperlink especially when the link leads to content of dubious value or interest.
The word has been with us since 1999, according to Merriam-Webster, but its techniques have been around for much longer. After all, what is the purpose of a headline if not to entice people to read the article?
Clickbait relies on the instinctive curiosity of humans and marries that with eye-catching invitations that pull emotional strings.
You may have gone online to research a serious piece and…ooh, cats!
Well, we’ve all been there.
Clickbait works by teasing you, implying there is some information you are missing that you can obtain instantly by clicking on the link. If you want to read more about the psychology behind this, take a look at this article in the Harvard Business Review.
The techniques can be used ethically. If you go in search of a solution to a problem and a catchy headline leads you to it, then there is nothing wrong with that.
It’s the second part of the definition that has given the techniques a bad rap: headlines that lure you to misleading or sensationalist content.
Is Clickbait Bad?
As we’ve seen, the term “clickbait” was coined to refer especially to the unethical use of headline-writing techniques. That “especially” is key. While some clickbait earns its bad name by misleading readers or withholding vital context, the underlying techniques aren’t inherently unethical. In fact, they’re rooted in traditional headline writing, which aims to pique interest, promise value, and deliver information.
So, when does a compelling headline cross the line into manipulation?
Let’s break it down:
| Ethical Clickbait | Unethical Clickbait |
| Grabs attention, then delivers on the headline’s promise | Overpromises and underdelivers |
| Sparks curiosity while setting accurate expectations | Withholds key context to bait a click |
| Leads to valuable, relevant, and satisfying content | Leads to irrelevant, deceptive, or low-quality content |
| Builds trust and encourages return visits | Erodes reader trust and damages credibility |
In other words, ethical clickbait invites curiosity, then rewards it. Unethical clickbait trades short-term traffic for long-term damage.
And that damage can be significant. Let’s consider both sides.
Pros of Clickbait Techniques
While this way of encouraging people to visit a site is questionable (at best), it’s undeniable that there are advantages:
- More views: As we’ve seen, we humans are hardwired to scratch the itch caused by the suggestion that we are missing out on something, so a clickbait title will get new readers clicking through to your content.
- More shares: If you’ve been attracted to a headline, odds are so will your social circle. The proliferation of social media platforms means that a catchy clickbait title can be shared instantly with a multitude.
- Greater reach: It follows that the more people who visit your site and share your post, the higher your profile will become.
Cons of Misusing Clickbait
Website owners need to consider if the potential gains are worth the very likely negative outcomes:
- High bounce rate: You may get an abundance of views, but they won’t be worth much if what you want is for your reader to engage with you and come back for more.
- Damage to search engine optimization (SEO): Quality has been increasingly preferred over quantity in terms of SEO, so if your content doesn’t hold your reader’s attention, it won’t matter how many views you have. As an illustration, Google’s policy now even expressly prohibits clickbait ads, looking for phrases along the lines of “You won’t believe what happened.”
- Damaged reputation: If your content doesn’t live up to the hype of the title, you run the risk that all those views and shares you encouraged will turn against you. This can be damaging to your credibility.
Used well, clickbait techniques can increase visibility and keep readers engaged. Used poorly, they’ll cost you both. If your headline makes a promise, your content needs to keep it.
How to Make a Clickbait Title
Having established that clickbait uses techniques that work, let’s take a closer look at how (and how not) to use them:
1. Ask a Question (and Show You Have the Answer)
What better way to suggest a gap in someone’s knowledge than to ask a question? But to make it credible, make it clear that there will be an answer. We did it in the title of this post. The key things here are to make sure that your question is one that your target audience might have and to make sure your content answers it. Check out these examples:
Why Is My Business Not Showing Up on Google? [+ Solutions]
Didn’t Drink Enough Water During the Day? Here’s What You Can Do Tonight
2. Be Direct
Sometimes the best approach is a no-frills one. Headlines that say “This Is What You Need” appeal to readers looking for a quick solution. Other variations of this approach could include “This Is How…” and “Why You Should….” For instance:
Yes, doctor anxiety is real. Here’s what to do about it
3. Appeal to Emotions
If you’re looking to turn idle curiosity into an irresistible urge to follow a link, then an emotional pull is what your title will need. Try using power words – adjectives like powerful, amazing, or brilliant. But make sure that your content lives up to the description. Here are some examples:
Dad found out his son bullied a kid at school and came up with a brilliant teaching moment
This 5-Second Household Test Could Save Your Life—Here’s What to Know
4. Create a Sense of Urgency
A step up from appealing to emotions is to create the feeling that your reader needs to click on your title straight away, rather than scrolling past it. It can be used to suggest a simple, easily achieved solution, which is fine if the content delivers on that promise. Take a look at these examples:
Got an Hour? 10 Things You Can Do To Improve Your Finances
The 46 Best Shows on Netflix Right Now
5. Use Numbers
If you include a number in a title, it immediately suggests well-organized and easily digestible content. Just make sure that your content includes the promised number. Although some numbers come with emotional or superstitious connotations, which you could harness, you should avoid artificially making your content fit a number if you want to retain credibility. For example:
10 color inspiration secrets only designers know about
45 Grab & Go Breakfast Ideas For The Busiest Of Mornings
6. Use Lists
A list-based structure suggests simplicity and accessibility. If you see a list, or listicle, chances are you’ll be attracted to click through to a series of actionable steps you can take to reach your goal. Using this structure in your title, therefore, is a good way to attract readers to your article. Then you just need to make sure that those steps appear in your content. For instance:
How To Make A DIY Rain Barrel In 8 Simple Steps
6 Steps to Create an Outstanding Marketing Plan [Free Templates]
7. Use Expert Insights
When a headline suggests that expert advice is on offer, it builds trust and curiosity. Referencing thought leaders, data-backed methods, or field-tested practices implies that your post won’t just share tips – it’ll share the best ones. Just make sure your content backs up the claim with reliable sources or interviews:
Scientists Just Busted a Major Weight-Loss Myth
Are blogs dead? I asked 10 marketing experts
8. Leverage Contrasts or Surprises
One way to pique curiosity is to challenge expectations. Titles that present a surprising contrast or go against the grain of conventional wisdom can compel readers to find out why – and how – it makes sense. For instance:
Forget breakfast! Why lunch is now the most important meal of your day
9. Avoid Sensationalist Text
If you want to build credibility and avoid the cons of clickbait we mentioned, then you should avoid using negative life events to scare people into clicking on your title. Trading on salacious gossip is also likely to cross the line. Avoid phrases like “You’ll Never Believe…” so that you aren’t tarred with the same brush as these examples:
30 Products With Results So Jaw-Dropping You Won’t Believe They Cost Under $10
Learn to Write Compelling Content
Although clickbait in its strictest sense may not be okay, the techniques it uses certainly can be put to good use in attracting people to read what you’ve written. The key point, whichever technique (or combination of them) you use, is to ensure that it gives an honest and accurate indication of the content. Concentrate on creating engaging content first, then write your title to fit, and you won’t go wrong.
To take your writing to the next level, including writing compelling blog posts with headlines to match, why not try our Becoming A Freelance Writer course? You can even try two lessons for free.
Your email address will not be published.