4 Reasons You’ll Read This Article Without Knowing What It’s About
The darker side of Clickbait
How many times has the lure of headlines such as these led to you clicking to learn more?
- You’ll never believe what these 90s stars look like now
- How to lose 20lbs in a week using this one weird trick
- Unexplained paranormal photos — number 14 will terrify you
- Is that really you in this picture?
- Drink this for a month and get the six-pack you always wanted
- 20 celebrities with awful teeth and the photos they tried to bury
You get the picture!
I’ll admit, I’ve clicked on headlines like these, often because the accompanying image of the “90s star” was someone I had a crush on. Once succumbing to the lure of the question, I realise after scrolling through 20 pages of stars I don’t remember that the one that did interest me wasn’t there at all.
This is the joy of “clickbait”! But how safe is it?
Why do we still fall for clickbait?
It might be easy to think clickbait is a harmless “marketing” tactic that’s no different to being cold-called to buy your broadband from the “new kid on the block” of providers.
Wikipedia describes it as:
“Clickbait is a text or a thumbnail link that is designed to attract attention and to entice users to follow that link and read, view, or listen to the linked piece of online content, with a defining characteristic of being deceptive, typically sensationalized or misleading. A “teaser” aims to exploit the “curiosity gap”, providing just enough information to make readers of news websites curious, but not enough to satisfy their curiosity without clicking through to the linked content. Clickbait headlines add an element of dishonesty, using enticements that do not accurately reflect the content being delivered.”
This would fit my experience of discovering what that 90s star I had a crush on looks like now!
Now, I suspect you didn’t need me to point out the characteristics of clickbait. But I wonder how conditioned we have become to the potential for deception, being misled, and the dishonesty of the content in our rush to consume ever more information, that we don’t even notice now?
Clickbait satisfies several ingrained emotional needs, including:
- A big revelation about something you’re not supposed to know — how bad their teeth once were.
- Titillation — will that 90s star still be as attractive today?
- Voyeurism — watching and living through someone else’s experience — is that a ghost in the background of that photo?
- The promise of extraordinary benefit — getting back into my 36" jeans after losing that 20lbs I’ve not been able to shift
If you can hold your hand up and say you’ve never given in to tempting clickbait, then you’re in a very exclusive group.
So does it matter if you’re tempted to follow clickbait once in a while?
The darker side of clickbait
Whatever your motivation for following clickbait, it’s just a bit of fun, right? You know it’s a bit of a scam, but what’s the harm, it will make you laugh.
All true. But there are as many reasons for exercising a little willpower as there are for seeking the magic recipe for weight loss. [PS — it’s diet and exercise!]
- It’s fake news
Since a certain US President popularised this phrase it’s grated with me, as it’s become a label for an opinion or a factual piece of reporting someone doesn't like. That said, clickbait feeds into both the phenomenon of fake news and the power social media networks have to share it far and wide.
As recent elections have shown, the more oxygen a piece of “fake news” gets the more credibility it seems to gain.
But remember, clickbait is not journalism or anything near to it.
2. It’s addictive
Based on recent research, psychologists believe clickbait works “on the general principle of any behavioural addiction…that giving variable rewards to the same action is an essential ingredient of all behavioural addiction.”
It might seem odd to draw parallels with alcohol, tobacco, gambling or drugs, but the dopamine rush from the pleasure clickbait promises to provide is often as potent as many other temptations.
3. You get scammed for real
You might enter the clickbait rabbit-hole knowing the link is a “bit of a scam”. Once drawn in though, and considering the dangers of addictive behaviour when the dopamine rush kicks in, this is when you need to be most alert.
Whether weight-loss promises tempted you or the secret to make your rubbish broadband faster (I can relate to this!), chances are a scam lies at the end of the clickbait road.
Always do three things before you click the “buy” on whatever you’re being tempted with:
- Check reviews of any product elsewhere on legitimate sites.
- Ask Google (other search engines available!) whether their offer is a known scam.
- Remember the maxim: “If it sounds too good to be true, it probably is”.
4. Malware and phishing
You may be familiar with these terms, but less aware of what they do.
The National Cyber Security Centre describes phishing as an “attempt to trick users into doing ‘the wrong thing’, such as clicking a bad link that will download malware, or direct them to a dodgy website.”
Malware is any piece of software or program that will harm your computer or device, such as viruses, worms, Trojan horses or spyware.
Every time a piece of clickbait draws you in there’s a chance your eventual destination will take you somewhere that exposes you to this risk. Always think about what you’re clicking on. Replacing a laptop or a smartphone is an expensive business!
5. You’re missing out on life
Every second you’re spending on clickbait is time you could spend being more productive. That’s not to say whatever fuelled your initial urge (revelation, titillation, voyeurism, or some potential benefit) isn’t valid or needs satisfaction. But take a step back and consider what you might have done instead and whether this might have been more gratifying and not ended up getting you into some form of trouble!
Let’s get real
Whether you’re a lover of clickbait (although I hope not addicted), or if you loathe it, don’t expect it to go away soon.
Estimates put the value of the Global Digital Content Creation Market in 2019 at $11 billion, with forecasts of it reaching $38.2 billion by 2030.
Clickbait is going nowhere and I brought you here with one of its typical headlines and a cute picture of cats. A high proportion of Medium writers and articles employ tactics of clickbait — most of us will have written one.
The difference is (I hope), Medium writers aren’t trying to sell me a miracle weight loss pill or a way to look half my age (that would be 24 if you’re wondering). Let’s hope it stays that way.
Outside of Medium, recognise it for what it is, exercise the same common sense you would if someone offered you a glass of wine or methanol (both are alcohol) and don’t click on anything you’re unsure of!
Now then, where’s that legitimate-looking link I saved to reverse my baldness?
If you enjoyed my article, here are a few more from me that hopefully catch your interest!