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Why Clickbait Works (And Why You Should Do More of It)

March 13, 2017

By Today’s Industry Insider


Fake news is squarely in the spotlight.

It rode to prominence on the back of an absurd 2016 election (wait… that was a dream, right?!).

Since then, a slew of companies including Google and Facebook have publicly declared it Enemy #1. Any whiff of fake news, especially any salacious titles, and you can expect extra scrutiny.

But here’s the thing.

Clickbait gets a bad rap. When done correctly, it’s one of the best ways to get people to take notice and give you their most precious asset: attention.

Here’s why, despite your hesitancy or bold proclamations from companies, you should be using more of it.

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We could talk stats all day.

We could talk about how consumers are bombarded by hundreds or thousands of advertisements and sales messages today. That it’s never been higher in the history of humanity. Shock! Awe! Blah blah blah. You’ve heard it all before.

But you already see it. Daily.

You see it in your ad campaigns. Banner blindness + ad blocking technology + declining CTRs = $22 billion loss.

You see it in your email campaigns. Exponentially increasing volume + declining deliverability + tabbed inboxes = declining click rates.

And you see it each time a new piece of content goes live to obscurity and crickets.
Basic Economics 101. Competition continues to increase. Which means it’s harder to breakthrough than ever before.

If only there were a solution – a hack! – that could help you cut through the clutter. To breakthrough the noise and get your stuff read. To increase the amount of people whose lives you can directly improve by solving their problems (it does help people, doesn’t it?).

Turns out, there might be one.

But only if you’re willing to look….

We humans are simple creatures at the end of the day. Sure, we try to act smart. We look the part. However even the smallest inkling of danger or terror and we squeal like school kids.

At the end of the day, we just want to be loved, eat, sleep, not die, and get a little lucky procreate to further the human race.

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Clickbait knows this. Acknowledges it. Understands it intimately.

It tickles our curiosity while dumbing down concepts into a common language we can all understand. Like: fear, greed, jealousy, envy, lust, and more.

A completely-legitimate research study of 69,907 showed that the most powerful headlines are polarizing.

The stuff at the extremes, whether overly positive or overly negative, generated the most interest. Pattern interruption shocks us out of dazed and confused routine. It presents an “information-gap” that we want, no NEED, to fill.

In a world faced with endless choices and options, we freeze. Clickbait is the way out. For both consumers (by simplifying their lives) and us marketers (‘cause it gets results).


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Source:: Kiss Metrics Blog