There has been lots of chatter about the rise of click bait and how the likes of Upworthy suck people into clicking on a story. They do this by testing various headline versions for their human interest stories. Upworthy's top headlines read something like:
(And those are click bait without the images that go alongside.)
It reminds me of a fantastic cartoon I recently read by
Let’s back up a step or two.
Advances in technology have brought more devices, increased processing speed, increases data coverage (mobile & WiFi ) and more social media platforms. As a result we are exposed to more.
More status updates.
More work related topics/sources we need to be on top of.
More stories of interest.
More updates/images from friends and family.
Basically, more content in a variety of forms.
All of this content fights for our attention and our clicks.
Click to read the full story.
Click to watch the video.
Click to share.
Click to like or favourite the photo.
Click to comment on the blog.
When you look at your email, FB, twitter feed, news and whatever else – it all is click bait. That tweet, post, news headline or subject line - they are all vying for your attention and some behavioral click.
As more brands and publishers (old and new) dive into content and to tell stories – the amount of content in cyberspace will only increase.
The problem isn’t click bait. Click bait is the symptom.The problem is that it is increasingly difficult to get noticed in a world where the consumer has growing and infinite content options and only a finite amount of time and attention.