What Really Defines Clickbait?

Let’s talk about what it means

Since beginning my own writing career, I’ve gotten lots of criticism for being a supposed “clickbait” writer. I’m alright with that criticism, though, because I find it pretty damn hilarious.

I know what clickbait is and I have zero fears that I’ve somehow ventured into that lane.

I haven’t.

But for the people who think that I have, I imagine it must be terribly frustrating to see that I’ve been successful in some way.

So, let’s talk about what clickbait is and isn’t and what it does or doesn’t do.

Clickbait Tries Way Too Hard

Wow! I can’t believe what happened when I tried xyz!

You won’t believe the results of abc!

10 reasons you need __________: #1 will BLOW YOUR MIND!

I think we all know a clickbait headline when we see one because it tries way too hard. Capital letters. Exclamation points. Over the top phrases like “blow your mind” or “you won’t believe this.”

Clickbait Is NOT Edgy

As much as clickbait might try to have an edge, it doesn’t. You’ve got to keep that in mind every time you see a headline that somehow “pushes the envelope.”

Taboo subjects aren’t inherently clickbait. Sex isn’t a clickbait topic although clickbaity stories about sex certainly do exist.

Clickbait Is Misleading

In most cases, your topic doesn’t determine whether or not your story qualifies as clickbait. What matters most is how you tell your story.

Clickbait routinely over-delivers. Sometimes, it flat out lies.

That’s because clickbait is designed to reel you in with no regard for your reaction when the story fails to deliver whatever goods the headline promised.

In a nutshell? Clickbait is false advertising, but some folks keep forgetting that.

A Listicle Is Not Automatically Clickbait

The listicle has gotten a pretty bad name. It’s up there with clickbait, blogger, and the dreaded mommy blog.

But the truth is that there are good listicles out there and people like them for good reason.

The formatting of a good listicle can be very easy on the eyes. Any good listicle is also relevant, relatable, and highly readable. People like them so well, they can’t help but share such pieces.

Clickbait Is Fluff

While good writing is subjective, it always makes a statement or takes an actual position. Clickbait, on the other hand, lacks substance and is easily discovered to be fluff.

Clickbait is typically written in the most roundabout way possible so that you keep reading in the hopes of getting somewhere, but you rarely ever do.

When it’s over, it leaves a weird taste in your mouth like cotton.

Vulnerability Is Not Some Clickbait Technique

Lately, I’ve seen more than one fellow writer bemoan vulnerable writing. Some have called it “authenticity hacking” and liken it to some clickbait technique.

Authentic and vulnerable writing is truly not for everyone. However, it’s about as far away as you can get from clickbait.

Authenticity hacking often happens when businesses strive to appear more human, but that’s not what happens when human beings (ahem, writers) open up.

Clickbait Always Falls Short of Telling a True Story

You can often spot a clickbait story by its inability to tell a complete tale. It might get you interested, but then it leaves you hanging and wondering if there’s a page you might have missed.

Maybe it totally lied and claimed your favorite child star was dead.

Perhaps it promised to blow your mind with some new revelation, but all it really did was get you curious about the true story.

Profanity Isn’t Clickbait

Again, what really matters is the how. A headline might be edgy AF and that whole story might be filled with swear words, but that still doesn’t make it clickbait.

Sometimes, using profanity might be part of TRYING TOO HARD!!! But it’s all in the delivery.

Clickbait Is Equally What It Does and What It Fails to Do

As much as clickbait sucks you in, it ultimately lets you down.

Some people are quick to call a story clickbait because they don’t like the writer or the topic. But that’s not how it works.

Clickbait, by its very definition, doesn’t engage the reader. It says, HEY, LOOK AT ME! Yet offers virtually nothing to anyone in return.

Readers don’t come back from a clickbait story saying, “Wow, that really resonated with me and made me feel less alone.”

Instead, they read it and say, “Wow. That answered zero questions.” Or, “Yikes, what a letdown.”

Clickbait Won’t Help You Build Your Audience

For any writer who truly wants to succeed by writing their own stuff and having the freedom to write what they want, clickbait won’t get you closer.

You can’t build an audience by consistently letting them down. And readers aren’t stupid.

To suggest that writers like myself are successful because we write clickbait stories shows a serious misunderstanding of how any of this works.

While clickbait might very well bring in views and clicks, I’m personally not paid for views or clicks. If I want readers to actually read my stories and interact with them, I can’t use clickbait, period.

Let’s Quit Calling Honest Stories Clickbait

It’s a lot like Donald Trump calling everything contrary to his own opinion “fake news.”

Fake news exists, and it’s a real problem. It’s disingenuous, however, to label something fake news on the grounds that you don’t like it.

The same thing goes for clickbait. Sure, it’s out there. And yes, it sucks. But there’s no excuse to claim other writers are doing it when they’re not.

You want to fight clickbait? Stick to calling out the actual offenders. And don’t get sucked into writing it yourself.