Clickbait is content with a sensational or misleading headline that’s designed to get people to click by withholding or exaggerating what the content delivers. Brands and publishers use it on social media, websites and search results to drive traffic.​​ 

The headline is the most critical component in a piece of clickbait content. The “curiosity gap” drives most clickbait. The idea comes from George Loewenstein’s 1994 information-gap theory, which says curiosity arises “when attention becomes focused on a gap in one’s knowledge.”​​ 

Por qué las empresas utilizan el cebo de clics​​ 

Brands rely on clickbait for one primary reason: a desperate need for traffic.​​ 

Many assume clickbait increase social media shares. But a 2022 study by Mukherjee, Dutta and De Bruyn found clickbait articles earned fewer shares on average. The study examined English-language publishers’ posts on X (formerly known as Twitter).​​ 

Clickbait also has a malicious side. Security company AVG warns that clickbait can lead to fake websites that promote phishing scams or spread malware.​​ 

The FTC also cautions that scam ads on social media can take you to fake websites built to steal your money or information. The rise of clickbait meant that many internet users needed to be more careful about what they clicked.​​ 

Google’s helpful content guidance asks creators whether a page’s main heading or title avoids exaggerating or being shocking in nature. Meta (Facebook’s parent company) shows posts with clickbait headlines lower in News Feed.​​ 

Clickbait vs catchy copywriting​​ 

Clickbait and catchy copywriting both aim to grab attention, but they differ in what happens after the click. Catchy copywriting makes a promise and keeps it. Clickbait makes a promise the content can’t deliver, or hides the key detail to force the click.​​ 

Compare these two headlines for the same article:​​ 

  • Clickbait: “You Won’t Believe What This Brand Did to Double Its Followers”​​ 
  • Catchy copywriting: “How One Brand Doubled Its Followers in 90 Days With User-Generated Content”​​ 

The second headline is specific, sets accurate expectations and still gives readers a reason to click. A quick test: if your headline would feel like a letdown once the reader sees the content, it’s likely clickbait.​​ 

¿Qué características definen al cebo de clics?​​ 

Almost any content format can become clickbait.​​ 

With a sensationalist headline, news stories, interviews, blog posts, infographics, videos and more all become more “clickable.” In 2016, Meta classified headlines as clickbait when they withheld information needed to understand the article or exaggerated it to create misleading expectations. Meta’s examples:​​ 

  • Withholds information: “You’ll Never Believe Who Tripped and Fell on the Red Carpet…”​​ 
  • Exaggerates: “Apples Are Actually Bad For You?!”​​ 

Common features of clickbait include:​​ 

  • Un titular llamativo​​ 
  • Recuento de palabras muy bajo​​ 
  • Muchas fotos o memes​​ 
  • Promoción para compartir en redes sociales​​ 

You can write compelling, provocative headlines without resorting to clickbait.​​ 

Ventajas y desventajas del cebo de clics​​ 

The practice of creating clickbait content has generated a lot of controversy over the years. AVG notes that each click on a monetized website generates advertising revenue, which is why clickbait appeals to publishers. Its perceived benefits include:​​ 

  • More page views and online traffic​​ 
  • Higher advertising revenue​​ 

Unverified alternate: But when clickbait fails to deliver, it costs the brand credibility and damages long-term trust. Cons of clickbait include:​​ 

  • Lost consumer respect or loyalty​​ 
  • Brand reputation problems​​ 
  • Lower search rankings for pages that violate Google’s spam policies​​ 

¿Funciona el cebo de clics?​​ 

A catchy, compelling clickbait title will temporarily drive people to a website. But clicks aren’t the same as conversions, so track both.​​ 

The bigger cost is trust. In a 2021 IEEE study by Kaushal and Vemuri, clickbait headlines “significantly reduced the credibility of news items.” In the 2022 Mukherjee experiment, readers also saw clickbait publishers as less trustworthy.​​ 

Tracking engagement alongside clicks reveals whether your headline earns attention—or just borrows it. Stop relying on clickbait, and start building strategies that amplify your message.​​ 

Start a free trial to see which headlines earn real engagement with Sprout Social’s publishing and analytics tools.​​