Ethical Clickbait: How to Design Eye-Catching Content Marketing the Right Way
In marketing, "clickbait" is considered a highly shady tactic. Technically, clickbait is content that is designed primarily to garner attention, not necessarily to provide value. Think about the tabloids in the line at the grocery store or the histrionic article titles on Buzzfeed—all pageantry and no practicality. It draws the eye and compels viewers to read but then offers no real substance.
While clickbait tactics are generally considered underhanded (for good reason) we don't think they have to be. Great visuals are powerful, and marketers are masters of applied psychology to inspire engagement. The key is to create eye-catching marketing graphics that draw attention without leaving your audience disappointed.
This is the sweet spot: “ethical clickbaiting.”
How can clickbait be ethical?
At its core, “clickbait” is simply content that baits people’s attention. At Elevate My Brand, we don’t think that necessarily has to be a bad thing. There’s nothing wrong with leveraging strategies to bait people’s attention as long as you deliver the goods afterward.
Let’s look at some visual techniques you can use in your next photo or video shoot that will ethically “clickbait” your audience.
Animals
Animals are adorable. Humans are basically hardwired to want to pet dogs. Animals naturally inspire a positive reaction from people, so including images of happy and playful pets in your marketing can be a simple tactic to say, “Hey, look at this!” Animals can be included realistically in a variety of marketing visuals, even if your product has nothing to do with animals.
For example, if you sell toothpaste, you can put a puppy in the background of a video of someone brushing their teeth. That adorable furry face will draw clicks unconsciously and represent the millions of people who share their morning routine with a pet. As long as it’s reasonably clear that the animal isn’t the focus of the ad or marketing material, you tap into people’s cuteness aggression without making them feel duped.
Babies
It’s science: we are predisposed to think babies are cute. Ethologist Konrad Lorenz calls it “kindchenschema,” or baby scheme, a set of characteristics in infants such as large heads, big eyes and round faces that naturally attract our attention. When a baby smiles and giggles at you, you better smile or giggle back. It’s the law! This means babies are a perfect subject for “ethical clickbait.”
You can create compelling content (and support mothers everywhere) by hiring moms and their little ones to be models in your content. This is particularly important to us as a woman-owned marketing agency. Whether you feature whole families or babies by themselves, you’re sure to solicit clicks and "awws" from your audience. Again, make sure it is safe and relevant—meaning no babies holding chainsaws to promote landscaping.
Big text
Big text gets people's attention. Position interesting words in an aesthetic way in your marketing content. Consider choosing unusual words or placements that pique interest and curiosity. Or, use powerful keywords that are trending with your audience. The key is to create anticipation before you offer satisfaction. If the word or words featured in your big text create a promise, you better be ready to deliver on that promise.
Be careful with the way you use text, though! Always seek to create satisfaction, not just win clicks. Don't put "FREE" in 200pt text and "with $100 purchase" in 12pt text beside it. Instead, use the right words in the right way to attract good attention and a fulfilling experience after the click.
Flaws
“What's wrong with this picture?” Fact #1: our eyes are drawn to flaws and unusual details. Fact #2: people expect perfection in marketing materials, for better or for worse. So showing a mistake or disaster-in-progress will instantly gain attention. Have you ever gotten an email where the subject line started with, “Oops,” or, “We’re sorry?” If you have, then you know how effective it is. I’ll never not open an email that admits an error.
Just be sure to follow through with an explanation! Flaw-style clickbait works best when you present a problem that your product or service can solve. A faucet spouting water like a fountain, a chair missing a leg, or a runner with a hole in their shoe—correctly shot, these images and others like them will make your viewers crave the answer to the flaw you have depicted. If your article has that answer, they will enjoy the cycle of curiosity and satisfaction.
Before and after
Everyone loves a transformation. Before-and-after images have been used in “bad” clickbait for decades, but what about the good examples? Whether it’s a home restoration after a fire or a happy animal after a rescue mission, people want to hear the story. There’s a reason why people love an underdog; we want to see a positive transformation and watch people “win.” So show people how they can win with your product or service.
The best before-and-after content comes from brands that are responsible for the transformation. If you restore, rescue or repaint then you have a right to create clickbait from your own handmade miracles. The best images feature high-contrast changes in color and style that make the transformation easy to see in small resolutions and at a glance. But it doesn’t have to be that straightforward. Consumers recognize the before-and-after format, so you can use that to your advantage even if you don’t a “restorative” product or service.
Get your audience’s attention
Clickbait images can be ethical if you satisfy your audience after you inspire the click. You can include eye-catching content that may seem irrelevant at first glance as long as you make it make sense and as long as you follow through with valuable context, a story and a sense of satisfaction.
From animals and babies, there are plenty of visuals you can use to develop “ethical clickbait.” We're ready to unlock your marketing potential with new engaging marketing strategies. Want to give us a try?