The Fight Against Clickbait: YOU WONT BELIEVE IT!
Transparency is a founding principle of inbound marketing. If your team is talented and confident, the content should stand out on its own when potential customers come looking for reliable and helpful information.
Unfortunately, many companies would rather lure their inbound leads and readers in with exaggerated claims or annoying tag lines that mislead.
These headlines are commonly called “clickbait.” First and foremost, clickbait is meant to take you away from your social media site to a web page with alluring headlines like “YOU WON’T BELIEVE” or “WHAT THEY DID NEXT....”
Even if you don’t follow these links, they are characteristically obnoxious and clog your newsfeed with unwanted content.
Last week, Facebook announced that they will alter their algorithm to decrease clickbait in user feeds. While users and readers will appreciate the purge, offending companies will have to alter their strategy.
What does this mean for social marketers?
If you’re company strives to provide worthy content that people want to see, then you’re probably not using these tactics to get leads. So, this announcement is good news for brands that provide quality content and invite users to read it.
If your business happens to use these clickbait tactics, shame on you. You’ll probably reach significantly less people, and the rest of us won’t have to look at it.
Some people (especially social media managers) get uneasy when they hear about changes in the algorithm, but ultimately it’s just a call to adapt.
By continually weeding out the folks that burden newsfeeds with sub-par content, social platforms retain and engage users. Just as the case with Facebook, Google and other services continually tailor their algorithms to keep the resulting content relevant and enjoyably. As long as this endures, there will still be room for those who create compelling content.