We’ve all done it.
Lazily scrolling through your social media feed and you come across a company’s link with the headline…
‘You’ll never guess what happened NEXT…!’
Despite your better knowledge, you click the link and end up watching something that you have absolutely zero interest in. So you close the webpage, irritated that you were caught by clickbait.
It’s a lazy technique to increase engagement on social media, and it works. But there are two big problems with it. Firstly, it runs the big risk of irritating people. And secondly, although you may get people clicking through to your landing page, the conversion rate will always remain quite low because you won’t be attracting the right people.
Take this blog title for example. I can only imagine how annoyed and irritated anglers may be if they found themselves clicking a link that led them here, and the chances of them sticking around to learn more about clickbait is probably very low.
However clickbait can be used in a way that works to draw attention to your business, without the problems. It really just boils down to writing catchy, bold headlines that reflect the message and tone of the rest of the article or webpage.
So using this blog as an example again, what should it have been titled? How about, ‘Thought Clickbait was just a bunch of Fake News? Think again!’? It addresses the subject of the blog, whilst posing a question and associating with a topic that is talked about a lot at the moment.
The title of your social media link is arguably the most important line of the entire webpage that you’re linking to. So take your time with it. You can even carry out social media testing with different variations to figure out what works for your business.
What are your opinions on using clickbait? Leave a comment below and let us know.