When I post a link to this blog entry on Facebook, there’s a chance you won’t see it. Facebook is cracking down on clickbait.
In its constant effort to separate the wheat (“authentic stories”) from the chaff (clickbait), Facebook scans posts for telltale phrases such as “you’ll never guess what happened next,” “big companies hate him” and the ever-popular “this is why you should never ...” and sending to the bottom of your news feed.
Clickbait is the blatant overpromise/underdeliver technique of writing headlines that hint at something intriguing -- usually accompanied by photos of half-naked people, cute animals or something bizarre. When you click on the link, however, the reward is, well, not rewarding. I’m embarrassed to admit I’ve been lured by clickbait on a few occasions. Does that make me a clickfish? But I don’t stay long on those pages, and I’m never persuaded to buy anything on offer.
Keep it real
That, I think, is the real thing to remember. If your goal is to turn social and web viewers into customers, it’s hard to build that relationship on dishonesty and distrust. At tdg, we work with a variety of clients to deliver intriguing yet honest content on social media and online ads. If the payoff for customers is legit, they’ll follow your page, like your posts, read future posts and, we hope, do business with you.
And they will believe what happens next.