Clickbait: Ethical or Unethical?
In the realm of social media, it is crucial for organizations to abide by ethical guidelines. Unfortunately, some organizations fail to follow these guidelines. One of the most important ethical guidelines that is frequently violated in social media is the use of clickbait.
Clickbait
Clickbait is a form of content designed to attract clicks on search engine result pages. Organizations employ this strategy to boost website traffic by employing sensationalist headlines that capture the audience’s attention. The use of this content contains a strong appeal to emotions and is aimed towards increasing social media shares. Clickbait encompasses various forms such as blogs, videos, news articles, and advertisements. Although it can be an effective short-term tactic for driving traffic and increasing engagement, it can ultimately harm a brand’s reputation. Clickbait may result in a loss of trust from the audience, violation of platform guidelines, and lower-quality traffic.
Differentiating Good Clickbait
It is important to note that not all clickbait is inherently bad. Good clickbait comprises engaging headlines and provocative thumbnails that lead users to relevant content. As long as the information provided is true and offers value to users, this form of clickbait is considered ethical. Good clickbait successfully engages the audience without disappointing them, ensuring the delivery of honest information.
Ethical Issue with Clickbait
The ethical concern surrounding clickbait is the spreading of false or misleading information solely to increase page views. Clickbait content often employs deceit, leading the audience to distrust the brand. Exaggerated or inappropriate remarks trigger reactions from the audience that might cause negative emotions. Furthermore, certain instances of clickbait promote links to scams, phishing sites, and malware. To maintain ethical standards clickbait should provide real value within the information while avoiding misleading headlines.
CNN News
CNN News is one of the leading online digital news channels. They share a variety of different news from global news, politics, and entertainment. The organization focuses on providing news from all parts of the world and delivering content that enriches the lives of the audience, families, and communities. Their mission is to inform, engage, and empower the world. CNN maintains an active presence on Facebook, Twitter, and Instagram, offering real-time news stories and encouraging the audience to explore further on their website or within their news stories.
Ethics Review
Contrary to popular belief, CNN News utilizes clickbait in an ethical manner. The organization frequently shares bold headlines and engaging thumbnails, which effectively leads the audience to truthful information. CNN understands that such practices might cause some to question the accuracy of their content. However, they consistently provide supporting evidence for their headlines, ensuring their reputation as a credible source of information remains intact. Employing ethical clickbait is vital for CNN as it allows them to maintain their reputation as a trustworthy news outlet.
Example of Good Clickbait
In a recent post, CNN shared an update on the Student Loan Forgiveness Program. This post exemplifies “good clickbait.” CNN provided a strong and emotionally appealing headline, specifically targeting those affected by the program. Additionally, the caption included further information to substantiate the headline’s credibility. To read the full story, CNN directed the audience to their website.
Best Practices for Ethical Clickbait
Be Honest
Upholding honesty is essential when producing clickbait content. Building trust between the audience and the organization should be one of the main priorities. Producing honest content allows the audience to see the organization as a credible source.
Write for More Than Clicks
While a compelling headline is important, the quality of the content being shared is even more crucial. Engaging content will keep the audience engaged beyond the initial click.
Use in Moderation
Employ clickbait content in moderation to protect your brand’s reputation. By having a balance, you allow the audience to explore more of your content while avoiding potential negative content.
