You will be amazed what happens next

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One thing I can’t stand online, is when articles or video descriptions have the words “you will be amazed what happens next” in the title. If this is in the title of something, I know that it is clickbait. The phrase just sums up what is wrong with SEO, copywriting for web and the rise of clickbait.

It seems that the web has turned in to a place where everything is the same. Where there is one right headline to make sure you get the most clicks and reads, so everyone sticks to it and does the same thing. It’s like there are magical words and phrases.

Maximizing impact

If something has a title that I can see has been written to maximize impact and encourage you to click, the more it makes me not want to click it. When I see a title like that, I know that the writer/website just wants me to click the link and what I link through to has a very low chance of actually being something of quality.

Titles and headlines like “you will be amazed what happens next” seem to have been written after someone has done some basic reading on psychology. The writers are trying to use words and phrases that they think will make you want to click. Words and phrases that still make you click even though you know you are being had and that you know that it is clickbait. Some may call it very clever, I just call it unimaginative.

If you can’t beat them, join them

I will be amazed when and/or if this way of writing ever ends, as I think we are doomed to it for quite some time. The pressure to get you the viewer on to a website for that website to make money is fierce and most companies are going with the adage – “If you can’t beat them, join them.” It seems everyone is so worried about losing out on a potential click that they are willing to sacrifice any standards in order not to miss them.

I know in all forms of art it is so hard to be new and different, as so much has been done before but it doesn’t mean we should just all copy what each other are doing. I want to read quality, I want to enjoy what I am reading and I want my time spent visiting a website to be good and worthwhile not an experience where I feel like I have been duped in to and one that I wish I hadn’t wasted my time on.

How Clickbait has made the world focus more on headlines than quality content

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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.