What is click bait and how to use it without danger [2021?]

“Do this to use clickbait without danger”.

Did you notice the difference between the title of this text and that sentence?

Clickbait, translated as ‘click bait’ or ‘click-hunting’ is a tactic whose aim is to attract a lot of clicks, as the names suggest.

Any entrepreneur who has their business digitized by creating optimized content, as well as those who do clickbait, also want to attract more customers — but in a completely genuine way, without deceiving the user.

However, not every clickbait deceives the audience. You’ll really read, in the next few lines, about good practices that can get readers’ attention and the best thing: without fooling anyone.

Good reading!

Clickbait: how to do it right

On blogs, clickbaits appear in article titles or in highlighted phrases in the middle of the text. These are words that promise to answer a question or tell a secret about the content. On YouTube, where these lures are even more common, they appear in the titles and covers of videos (thumbnails).

“You won’t believe it…”, “Know it, once and for all…” are some popular examples of flashy titles.

In case the marketer prepares this headline aware that he will not deliver what he promised, he can:

  • Attract useless clicks that don’t generate leads ;
  • Lose credibility with the public;
  • Suffer some penalty, depending on the platform on which the content was published;
  • Missing the opportunity to build relevance in the digital market;
  • Being ridiculed by the general public for the content of dubious quality.

On the other hand, if the content producer chooses a ‘clickbait’ title, knowing he is able to deliver what he has committed to, the bait is valid and ‘good’.

What is good clickbait?

In addition to meeting the agreement throughout the content, an honest clickbait has a reliable source of research, adds value and complies with ethics.

It’s important not to confuse it with engagement baits which, although not as appealing, are intended to only generate engagement, like triggering a massive amount of feedback.

A classic example is CTAs (call to action) of social media posts that ask the audience to comment with an emoji of a certain color or respond to the time of day they viewed the content. This strategy makes, even those who have nothing to comment, comment something.

So, to get this year’s 2021 click-hunter content right, remember:

  • Make the headline question, if you use one, intriguing and provocative;
  • Start the title or content by the benefits, in a summarized form;
  • Point out the main mistakes people make regarding the topic;
  • Prioritize sensory words that arouse emotions in the reader;
  • Create complete guides, showing that you are exhausting all information on a particular topic;
  • Avoid conveying incomplete, exaggerated or misinterpreted information from the source;
  • Separate your opinion well from the facts.

It’s worth remembering that yes, it’s worth joining this tactic. Sensational content has been around long before the term ‘clickbait’ itself was coined because it works. These are words that work the audience’s fear, desire and curiosity. So, just pay attention to a few points and enjoy the positive side of clickbait.

2 examples of clickbait

Does anyone still use clickbait in 2021 and, moreover, safely and genuinely? Note the following examples.


Empiricus, a conten t production company about the financial market and investments, is also an example of the use of inviting content.

When the title contains the construction “…this analyst gives you the answer.” it gets closer to the reader while guaranteeing that the content was created by an analyst, an expert. So it’s a good clickbait, after all, the font is probably safe.

Uncomplicated Design

Can you clickbait on social media? Notice how this post on Design Uncomplicated Instagram follows the idea of ​​a content focused on the mistakes most seen among the public.

Compared to the other posts in the feed, it had excellent results — it just didn’t outperform “How to Create a Logo Presentation,” which appealed more to a visual clickbait, with an image of an exaggeratedly surprised graphic character.


Whether on a blog, video platform or social media, it is completely viable to use clickbait for good. By using the tactic safely, you can attract potential customers, in a dynamic and curious way, but without losing reliability in the content.

In addition, those who sell digitally usually have many competitors. Therefore, any strategy whose intention is to attract many people, as long as it is honest, is welcome.

The first step in closing a sale is to get your solution to as many people as possible. Because clickbait has this viral and attraction marketing feature, it can take your digital business to another level of popularity.