More and more publications are relying on shocking one-liners than ever before, what most in the business call click baiting. I understand the premise that it’s supposed to draw in more visitors to read the article to find out what they’re talking about, however, I feel people are becoming tiresome of this marketing technique.
The online publication world has now become all consumed with views, that it is doing anything to get them, but what about genuine interaction and interest in what is being published? It feels like this has gone out the window in the name of trying to go viral and viewership, the quality of writing and research into subjects seems to have gone down the drain.
Content whose main purpose is to attract attention and encourage visitors to click on a link to a particular webpage: “these recent reports of the show’s imminent demise are hyperbolic clickbait” – Oxford Dictionary.
Now don’t get me wrong, I understand the concept. The more views, the better results for advertisers, this is perfect for recent print publication that went solely online. If you’re now relying on your online source to make you money to keep your staff employed, but surely you employed them to have integrity in their jobs. I’m not criticising any business that has to make those difficult choices, but I am criticising the ethics of publications that choose sensationalism over journalistic intention.
When it comes to Fashion & Lifestyle publications it seems they have opted out of this shocking one-liner trend, maybe because fashion is already quite salacious and out there. It does seem as though some major magazines like Teen Vogue seem to be heading in this direction, in the hopes to keep drawing the attention of Millenials and the newer generation of potential fashionistas. Anyway I digress from the situation, the idea of baiting a reader to click your link seems desperate, the concept feels like you’re losing followers because you’re not writing what they’re interested in.
Till next time…