1. The Answer Lies Within
“You will never believe what Apple has in store for the new iPhone! Click here to find out.”
Yes, marketers want people to click and interact with their content. But the above example has no substance or “take away.” It’s simply a way to get people to visit your site for the answer. Often times, blogs and companies won’t even have the answer to the question they pose. They will instead utilize the keywords of a trending top, like “Apple” and “new iPhone” and extort it for clicks. While you should always try to incorporate appropriate trending topics, this kind of approach isn’t the best.
2. Explosive Vocabulary
3. Unnecessary Suspense
“THIS is what happens if you don’t have your computer files backed up!”
If a cyber security company created a piece of content with the above sentence, they might get a few clicks from interested viewers. However, instead of luring readers to your website, simply present ideas, facts, and honestly up front. Your writing represents your brand’s code of ethics and as such, transparency is key.
While it’s true that clickbait has the power to create short bursts of engagement, your company will suffer from this type of marketing in the long run for the following reasons:
- Overuse of these tactics will cause your audience to be annoyed and regular customers to question your legitimacy. Would a huge, established company use this type of advertising? Most likely not. Then neither should you!
- Your bounce rate will go up. A lot of
clickbaitwill either lead viewers to an irrelevant website, or it will drag the reader down a rabbit hole of sketchy sites until they finally, maybe, get to the article, which will no doubt be riddled with ads and hard to navigate. Because of this, people will spend a VERY short amount of time on your website and then leave. As a result, SEO and social media efforts will suffer.
- Clickbait has a tendency to attract the wrong audience. This is particularly the case if you “highjack” a trending topic on social media and try to take advantage of it by shoehorning your own content around it. Subtle, powerful, and clear writing is always the way to go.
To the core of every social media and online marketing strategy is writing. Make sure yours is worth reading and clicking! Even though a short and powerful burst brought on by clickbait may be enticing, clickbait will only hurt your marking efforts in the long run because it has a high chance of annoying and turning away customers who will actually turn into conversions.
Your brand deserves effective and professional copy. Contact us today to see what our copywriters can do for you!