Does anyone else detest being duped by deceptive article titles?
Sure, there are some obviously dubious links even the most amateur internet user would be wary to click – posts with vague titles like “Banks HATE Him! See how he made $10,000 in one afternoon!” or “She Changed One Thing about Her Diet – What Happened Next Will Shock You!” But some of these articles can come across as well-meaning or informative, only to have the rug pulled out once you reach the page.
These questionable offers and unsourced articles are called ‘clickbait’ – and clickbait is one of the most frustrating things encountered as a social media consumer. I recently observed a clickbait article with a title to the effect of “7 Things I Did to Help My Child Sleep, and Why I Never Looked Back.” As a parent, I naturally gravitated toward it, thinking perhaps there were some things I have been missing in my children’s sleep routine that I could do better.
False. Out of the seven changes this person allegedly tried, she stated that only one worked – although she went to great lengths to describe the six failures before listing the solo success. I had been duped into believing there was going to be information on seven things for me to try, only to read the clear majority were disappointments – which allowed the author to not-so subtly promote her product at the end. What a waste!
This digital deception should be avoided on business blogs, professional Facebook pages, or company websites. To build solid relationships with potential customers and a positive image for your organization, it is essential to establish trust. Clients who follow your business on any social media platform expect to see truthful, valuable content emanating from your company.
Clickbait erodes trust in a company’s validity. Accurate, clear headlines build confidence and expectation. Make no mistake, you can give posts and articles fun, engaging headlines, just ensure the content behind the headline is equally as dynamic and worthwhile to your clients. Articles, posts, and even memes presented on your business’ social media, should be pertinent to readers, as these place your business in the position of authority on a product or service. Once you’ve garnered that influence, it is much simpler to stand out from the competition, as your brand becomes associated with authenticity. If your content adds value to your consumer base, it is also more likely that your platform will accrue more regular traffic, as people see real reasons to do business with you. As always, positive brand recognition is a good thing!
To sum up – avoid using clickbait as part of your marketing strategy. Build your online image through useful and credible content!