Clickbait is a writing technique in which headlines and descriptions are created with a sensational tone with the aim of attracting users and encouraging them to click on a content link. But what is it that generates clickbait?
In the digital environment, the purpose of clickbait is to generate a large volume of visitors to a website.
The success of this writing technique is linked to the natural human need to acquire information: it takes advantage of that desire and incites readers to want to know more, which leads them to click on the link that accompanies the headline. By using a striking sentence, the aim is to generate intrigue so that users cannot resist the impulse to click.
History of Clickbait
The origin of clickbait dates back to 1927 when John Caples, a renowned namibia business email list advertising copywriter, wrote the following headline for an advertisement for the American School of Music: “They laughed when I sat down at the piano; but when I began to play…”
This is one of the first lead magnets written to connect with and spark deep interest in an audience. At the time, it was a revolutionary headline.
From that moment on, an era began in which storytelling and emotions were the central pieces of virtually all advertising.
With the arrival of the Internet and the urgent need to position content within search engines to generate organic traffic, clickbait began to be used excessively and slowly lost effectiveness.
Beyond the negative connotations it came to have due to its excessive use, the essence of clickbait is to use a provocative description and an eye-catching title to cause reactions, sensations and controversy in users; in this way, it is possible to motivate them to carry out a desired action.