Clickbait plays straight to our atavistic nature.
We humans are constantly looking for information about the world around us. This is because we need information to survive.
A group of cavemen know where they can hunt mammoths. This knowledge is the foundation for them to provide food for themselves and their tribe.
A certain primitive man accidentally separated from his group. However, he had previously observed members of the tribe and acquired information on how to make fire on his own. This knowledge allowed him to cook his own food, ward off predators, and survive in the wilderness.
Today, we also search for information in the same way that our ancestors searched for information about their world. It is deeply encoded in us. Clickbait is a promise that we will learn something new.
And this desire to learn is exceptionally strong in us
Our motivation to learn about the world is closely connected to our dopaminergic system and reward system. Dopamine is a hormone that, when released, puts us in a state of satisfaction and pleasure. Dopamine is a carrot on a stick that motivates us to act.
Clickbait works in part because the promise of obtaining fascinating information activates a specific dopamine pathway in our brain. When we interact with such clickbait, dopamine is released and creates a strong desire in us to buy telemarketing lead click; to learn something.
Interestingly, clicking on clickbait does not give us any real pleasure. Clicking only gives us a sense of Clickbait can be a great advertising lever.
But if used incorrectly, it can also cause significant image losses. What’s more, Google’s own policy prohibits Какво е маркетингова автоматизация? Преглед и инструменти the publication of ads that are based on clickbait mechanisms. On Facebook, on the other hand, content flagged as clickbait can be displayed lower in the Facebook feed.
And how do algorithms know that they are dealing with clickbait? By the click rate and the time a user spends on the content page. If the click rate is high, but recipients close the page immediately after clicking,
then the algorithms classify such content as clickbait spam
Smart clickbaiting strategy
Okay, so how do you make clickbaits that both users and the Facebook and Google ecosystems won’t be mad at you? It’s simple: just don’t disappoint your readers.
Headlines should not only be persuasive and engaging, but also honest. The content behind the clickbait should simply deliver the promise aleart news made by the headline. That’s the whole philosophy of ethical use of clickbait in advertising.
And so we have reached the end of this material. I hope that now you know how to wisely and ethically use clickbaits in your advertising materials.
