The term clickbait is often viewed negatively as people associate it with fake news, sensational claims and dishonest online tactics. But while clickbait is generally seen as a practice that should be avoided, many brands continue to use it to increase engagement and generate profits. This naturally raises some questions: Is clickbait good? Does it really work? Should brands use it at all?
To help clear the waters, here’s a detailed guide from Bloom that explores what clickbait actually is—and whether it’s helping or hurting your digital growth.
What is Clickbait?
Before diving deeper, it’s important to understand what clickbait actually means—both for beginners unfamiliar with the term and for intermediate marketers who need a refresher.
By definition, clickbait refers to content created with a single purpose: to attract attention and encourage users to click on a link. It promises exciting, surprising or incredible information in exchange for that click. Clickbait can appear in many forms, including:
- News articles
- Blog posts
- Infographics
- Social media videos
- Interviews
- Thumbnails
- Landing pages
A piece of clickbait typically includes:
- A compelling or curiosity-driven headline
- Strong emotional appeal
- Smart, witty copywriting tailored for social sharing
How Does Clickbait Work?
Clickbait is often criticized online because it can be misleading if used irresponsibly. However, not all clickbait is unethical. In fact, there are many ways to use sensational headlines without fooling your audience.
At its core, clickbait works because it triggers real human emotions – curiosity, excitement, surprise or urgency. This creates a curiosity gap, making readers feel like they have to click through to find out what they’re missing.
Most successful clickbait titles trick people into thinking that by clicking, they will learn something new or valuable.
But the key here is this: your content must deliver on its promise.
Using an exaggerated or inaccurate title may bring you short-term traffic, but it ultimately damages trust, credibility and long-term performance. If no one visits your website, you lose the opportunity to connect with potential customers. To expand your reach, you need more clicks – but those clicks must be obtained ethically.
Instead of resorting to sensationalism, focus on what your audience really wants. Solve their challenges, answer their questions and create content that informs, excites and engages them. The safest and most effective method? Match your title to the actual value of your content.
Bottom Line
While clickbait can generate quick gains for your brand, using it poorly can lead to unwanted long-term consequences. Depending on how it is implemented, the strategy can affect you:
- Digital per
- Escape frequency
- Feedback quality
Search engines – especially Google – actively track these factors. Google’s algorithms analyze your content to check whether the title, page title and URL actually match what is written on the page. If search engines determine that your content is misleading, your site may be penalised, which will significantly affect your ranking.
In short, clickbait is a powerful marketing tool when used correctly. There’s nothing wrong with writing a headline that encourages people to click—as long as your content provides real, meaningful value beyond the original promise.
To elevate your website and content strategy, partner with Bloom, a digital marketing agency that creates SEO-driven content designed to grow your brand. In addition to our expert SEO services, Bloom also offers social media marketing, website development, PPC campaigns and overall digital solutions for businesses of all sizes.
Skip the endless search for “top digital agencies near me” – choose Bloom and take your digital presence to the next level.
Rahul M.
B2B Service Provider