Clickbait is a writing technique that creates sensational headlines and descriptions with the aim of attracting users and encouraging them to click on a link to the content. But what actually generates clickbait?
In the digital environment, the purpose of clickbait is to generate a large volume of visitors to a website.
The success of this writing technique is linked to the natural human employment database need to acquire information: it taps into that desire and incites readers to want to know more, which leads them to click on the link that accompanies the headline. Through a powerful sentence, the goal is to generate intrigue so that users can't resist the urge to click.
History of Clickbait
The origin of clickbait dates back to 1927, when renowned copywriter John Caples wrote the following headline for an advertisement for the American Music School: "They laughed when I sat down at the piano; but when I began to play..."
This is one of the first lead magnets written to connect with the audience and spark deep interest. At the time, it was a revolutionary headline.
From that moment on, an era began in which storytelling and emotion were the centerpieces of virtually every advertisement.