How to create clickbait content and whether it's worth doing

Clickbait is one of the favorite techniques among marketers, capable of breaking social media and bringing explosive reach.

Oh yes, it’s all about flashy headlines, provocative visuals, and a sea of intrigue. Readers react instantly to such content, actively share it with their friends, and even discuss it during get-togethers on long-awaited Friday evenings.

But it’s not all that simple and magical. This type of advertising has its own peculiarities, which we will discuss today. Let’s take a look at when and why you should use such approaches, what you need to consider, and more.

The essence of clickbait advertising

Clickbait advertising has provocative content. This is done specifically to attract the audience’s attention and encourage them to click on the link. Such advertising greatly increases views and clicks. In fact, that is its purpose.

If you see loud headlines with intrigue, provocative photos, exaggeration of the situation, phrases about success in 5 minutes, photos of politicians or celebrities — it’s all Clickbait.

✅ Advantages of the approach:

• CTR skyrockets because people are intrigued and click on the link to find out more information;
• It helps traffic grow faster — it’s clear why;
• It stands out from a bunch of identical banners (i.e., as you understand, the story is no longer about banner blindness) and attracts more attention to the brand;
• Often, discussions, arguments, etc. unfold under such ads. And this, of course, is a plus.

❌ Disadvantages of this approach:

• High CTR ≠ good profit. Yes, people will click on the ad and read it, but they will not always buy something;
• Decreased trust in the brand. If the clickbait is too flashy, users will simply be outraged and know that this source is untrustworthy;
• Such ads are often blocked (especially on Facebook or Google).

What clickbait advertising looks like 

• Sensational headlines. They are very good at attracting users’ attention. These can be quotes from celebrities with significant exaggeration of the whole situation, unrealistic promises, etc. When a person reads something like this, they automatically want to see the details.
• False elements on the main banner. Mostly, this is some insignificant detail that may not correspond to the content of the ad at all. It is precisely because of this that many people click on the link, as it raises many questions in the audience. For example, add a screenshot from a popular TV series or movie, and a herd of fans will already be hanging out on your ad.
• Fake news. This type of content is often banned. Yes, it intrigues and sometimes even makes you believe what is written. However, fake news also outrages users en masse and does not bring you any positive assets (but, as they say, bad publicity is still publicity, right?). 
• Using celebrities to increase trust. For example, you take a photo of a popular actor and pretend that he or she is recommending a particular product. This typically works because when people see a celebrity, they immediately think of luxury and authority.
• Content that scares people. Marketers are manipulators, remember? Well, they always play on people’s emotions. With this strategy, clickbait is based on triggers that scare the reader. Descriptions of all possible threats and disasters. For example, monthly reports about the end of the world or the emergence of fantastic diseases that could destroy humanity.
• Scam surveys. Like, “Fill out the questionnaire and get a prize.” The user will not receive any prizes, but their personal information will fall into the wrong hands. 
• 18+ topics and racy images. These also work great for attracting the attention of a male audience in particular. However, the likelihood of such ads being banned is very high.
• Mysticism. Well, this is basic. People may not believe in such things, but when they see an ad about how things in a house in a village started moving on their own, they immediately click and read the details.

Which niches are best promoted with clickbait

Health and well-being 

Clickbait advertising works great for promoting various medications. It includes promises of instant results, beautiful images, promotions, and so on.  

People are always looking for easy ways to get rid of problems. It’s easier to believe a flashy caption on the internet than to spend months going to doctors and taking courses.

Casinos and sports betting

Headlines about bonuses, 100% winnings, success, and the opportunity to get rich quick. 

This is what most buyers use when it comes to gambling.

People are drawn to what is easier. They believe in miracles and things like that. So, if we take the gambling industry, most people go there to get rich quick by some miracle and, of course, to enjoy the game.

Finance/investments

In the finance niche, everything is similar to the case with gambling. Everything related to new ways of making money is attractive. The new looks promising and not as complicated as most professions.

Creative images of people in suits, loud captions about crazy money and the power of investment, and voilà — you’re already being read and people are thinking about where to find more information.

It’s important to show that difficult topics are easy to understand. Add a sense of urgency, such as “hurry before someone else takes this niche” or “be the first in your circle to understand this.”

Relationships and dating

It is not necessary to advertise dating sites here. These can be articles on overcoming relationship problems. People often click on such ads in search of answers to questions that torment them. They try with all their might to understand themselves and their partner and hope that the internet will help them. 

In conclusion 

Clickbait advertising has its place, but you should also be careful with it. Make sure your content is not all clickbait. 

If the goal is to increase views, then go ahead. But if you want to sell something, the approach should be more cautious and without strong provocations.

There should be a balance everywhere. You can easily combine regular content with a bit of clickbait — it will be perfect.