It seems we are a generation that are a sucker for a headline and will click links based merely on what they say. We get overexcited about what we are about to click through to and then 9 times out of 10 are left disappointed.
Viewing statistics are King
In today’s world no one seems to care about content and brand, all people care for is views so that they have impressive figures to boast to potential advertisers and sponsors. If I were running an organisation that created content I would want my brand to be known by what it provided, rather than how they sell what they do.
If something is being heavily promoted it is usually because the company behind it isn’t confident enough in the product. As a world we need to become a more discerning audience. I hope that one day that instead of being guided towards things by well-worded links that instead we go directly to the content providers that we value and that we think provide great content.
Sharing content has never been easier
I think because sharing content is so easy these days, there is so much out there and everyone is fighting to get noticed. This isn’t the only problem, one thing I notice on my social media feeds is that someone has been duped in to watching something through clickbait and then it then shows up in all their friends newsfeeds, so they in turn have a look and not before long the video, article or media has spread like wildfire. Hitting a share, retweet or like button I think at times has made it too easy for people to share things and has contributed to the clickbait world we live in.
The biggest and most successful companies in the world are the ones that provide the best service or product. If you are a growing company that wants to be big then you need to act like a successful company in the way you deliver your product, brand or service.
Engaging an audience
As a company you surely don’t want an audience that clicks through once and then never again, you surely want to be a company where your audience continues to engage with you. If you have to hide your brand to get people to clickthrough because you are regularly clickbaiting, then what is the value of clickbait?
You know you are a successful company when people are talking about your organisation without you having to use clickbait. There is more value in your audience posting things online off their own back, than there is in you posting things talking about how great your own company is.