I hired a social media guru, you know the type that promises millions of followers overnight. His secret? Clickbait. You might be thinking, “Yeah, catchy headlines should get more engagement,” or “I’d never use clickbait; it’s cheesy and would hurt my brand.” Well, science backs both sides, but only one is right for you. New research reveals why certain kinds of clickbait don’t work and what you should do instead.
Researchers from three major business schools studied over 19,000 social media posts. They found that while clickbait does get clicks, it tanks every other social media metric. But there’s a better way to get clicks and shares without resorting to clickbait. Let’s explore the research.
A massive study analyzed 19,386 posts from 27 major publishers. The results were surprising: clickbait headlines significantly underperform regular headlines. We’re talking about 41% fewer likes and 48% fewer shares. This is nearly cutting shares in half.
What’s more interesting is not just the numbers but the psychology behind them. When people see clickbait, their brains react negatively, making them less likely to share your content. Clickbait alters their perception of YOU as a messenger. If you’re using it, think back to the childhood lesson about crying wolf.
Key Findings from the Research
- Key 1: People Recognize Manipulation – When you see a headline like “You won’t believe what happened to Elon,” your first thought is probably, “Yeah right.” Your brain detects manipulation immediately. You might still click, but you know you’re being played.
- Key 2: Distrust in the Source – Once readers recognize manipulation, they start distrusting YOU (not just the article). The research states, “The publisher of clickbait may be perceived as less competent and trustworthy.” So, when you try to sell something later and actually make money, you’re fighting an uphill battle.
- Key 3: Avoiding Sharing – Users actively avoid sharing content from sources they distrust. When you share something on social media, you’re putting your reputation on the line. If it’s clickbait, people will think, “I don’t want to be associated with that.” Fewer shares mean the algorithms won’t promote your content further.
(which of these performs better ↓ ?)
For instance, consider these two headlines: “Donald Trump’s son-in-law Jared Kushner appointed as senior White House advisor” versus “You won’t believe who Donald Trump appointed as senior White House advisor.” The first is informative; the second is clickbait designed to provoke curiosity. It may get clicks, but it also makes readers feel tricked.
Even reputable sources fall into this trap. The point is clear: give value upfront in your title. Don’t make your audience play a guessing game to figure out if your content is worth their time. I’ll share a real formula for effective titles shortly.
Before that, I’ve created a free mini-masterclass called Scale with Science. It shows you how to test and optimize your content for maximum engagement.
What Actually Works?
Instead of clickbait, here’s what the research shows actually drives shares:
- Clear, informative headlines.
- Genuine emotional connection.
- Real value upfront.
I tested this with my own content. The clickbait-y stuff got clicks, but engagement plummeted. People didn’t watch all the way through or respond. When I switched to informative headlines, my content performed much better.
Recently, I promoted my “Scale with Science” mini-masterclass and wanted as many sign-ups as possible. I created ten different headlines – some were clickbait like “This masterclass will change your business forever,” while others were straightforward, like “Scale your business using the scientific method.” I spent less than $50 on directional tests. Remember, the goal isn’t clicks; it’s sign-ups.
Results? Some headlines achieved a 7x improvement in sign-ups using non-clickbait over clickbait. Imagine spending 50 bucks to get 7x better results instead of relying on manipulation.
How to Write Effective Headlines
Instead of clickbait, try different headlines that offer value upfront but still leave an open loop in the reader’s mind. This taps into a psychological principle called the Zeigarnik effect—people remember unfinished things. Here’s how to use it:
- Provide useful information immediately, so the reader knows what to expect.
- Use humor or emotional reactions to keep them engaged.
- Spark a conversation that requires them to click for the full story.
For example, instead of “Three tricks to make millions,” try “Here’s how I increased my consulting revenue 321% in the last year.” Or instead of “You wouldn’t believe what this celebrity did,” say “This celebrity donated a million dollars to charity – here’s why.” You give them a reason to click and share.
Now you know the truth about clickbait. It’s not just ineffective; it can actively harm your social media growth, reputation, and sales ability.