Author: Bob Sixsmith

Clickbait titles walk a fine line between clever marketing and outright deception. When done right, they entice readers without breaking trust. But when overused or poorly crafted, they leave readers feeling duped, ultimately damaging credibility. The answer to “How far is too far?” lies in the balance between intrigue and honesty. A good title should grab attention but deliver on its promise. Straying too far into sensationalism can harm your brand long-term, while a more transparent approach ensures both clicks and trust. Let’s unravel the origins, practices, and intelligent use of clickbait to see where the boundaries truly lie.

Where It All Began: The Origins of Clickbait

Clickbait isn’t a new phenomenon. Its roots trace back to the sensationalist headlines of tabloid newspapers in the 19th century. These early tabloids revolutionised publishing by focusing on bold headlines and dramatic stories that appealed to human curiosity. The term “yellow journalism” was coined to describe this reporting style, characterised by exaggeration and emotional appeal rather than factual accuracy. Publishers like Joseph Pulitzer and William Randolph Hearst famously engaged in circulation wars in the late 1800s, with newspapers competing to outdo each other in sensationalism.

One example of this tactic was the coverage of the sinking of the USS Maine in 1898, plastered with headlines like “Destruction of the Warship Maine Was the Work of an Enemy.” The reality of the situation was far less clear-cut, but the dramatic title fuelled public outrage and played a part in the lead-up to the Spanish-American War. These headlines didn’t just attract attention—they shaped public opinion and influenced historical events.

Fast forward to the 20th century, and tabloids continued to thrive by pushing the boundaries of shock and intrigue. Titles like “Headless Body in Topless Bar” from the New York Post became infamous for their combination of grotesque details and morbid humour. Even serious publications sometimes adopted catchy headlines to stand out on crowded newsstands.

The modern version of clickbait emerged with the rise of the internet, where platforms like BuzzFeed and Upworthy turned the art of tantalising titles into a science. Algorithms played a key role in this evolution. Content that garnered more clicks and shares was prioritised, creating an environment where curiosity-piquing headlines thrived. Websites quickly realised that catchy titles could drive traffic and increase ad revenue, leading to a flood of click-driven content. Today, while outright deception has become less acceptable, the roots of clickbait remain deeply embedded in digital marketing.

How to Spot a Clickbait Title

Recognising clickbait isn’t rocket science. Titles that lean too heavily on curiosity or emotional triggers often fall into this category. Phrases like “You won’t believe…” or “This one trick…” are common giveaways. They’re designed to provoke urgency, intrigue, or even FOMO (fear of missing out).

Some hallmarks of clickbait titles include:

• Hyperbolic language: Words like “shocking,” “mind-blowing,” or “unbelievable” are red flags.
• Teasers without context: Titles that raise questions without providing any specifics are often bait. For example, “What this celebrity did next will shock you!”
• Overpromising results: Phrases such as “guaranteed” or “change your life forever” usually oversell the content.

Clickbait titles often rely on vague or sensational claims to lure readers. However, they can backfire if the content doesn’t deliver. Readers are quick to lose trust in platforms that repeatedly disappoint them. Once trust is eroded, regaining it becomes a steep uphill battle.

Not all attention-grabbing headlines are inherently bad, though. The key is understanding when intrigue becomes manipulation. Honest curiosity-driven titles can engage readers without deceiving them. For instance, “How This Simple Habit Can Boost Your Productivity” sparks interest without veering into dishonesty.

Should You Avoid Clickbait Altogether?

Clickbait is often seen as a dirty word in content marketing, but it isn’t inherently bad. The issue arises when titles mislead or fail to deliver on their promises. For instance, a headline promising a “shocking secret to weight loss” but offering only generic advice undermines credibility. However, there are ways to use clickbait effectively without losing your audience’s trust.

It’s important to distinguish between misleading clickbait and titles that genuinely spark curiosity. Misleading clickbait, like “Scientists have discovered the secret to immortality!” will likely frustrate readers when the content fails to match the claim. On the other hand, a title such as “5 Surprising Facts About Longevity Backed by Science” delivers intrigue while remaining truthful.

Acceptable clickbait can also depend on the platform. Social media audiences often respond well to curiosity-driven titles. For instance, a cooking blog might use a title like “The One Ingredient You’re Missing for Perfect Pasta Sauce” to engage readers. As long as the content reveals a genuine tip, the headline enhances user experience rather than detracting from it.

For content creators and businesses, maintaining a balance is critical. Titles should grab attention but also align with the quality and tone of the content. Here are some examples to illustrate:

• Misleading: “Doctors Hate This One Trick for Perfect Skin!”
• Acceptable: “How This Simple Skincare Habit Can Transform Your Complexion.”

The first example overpromises and likely disappoints, while the second piques interest without misleading.

Beyond the ethical considerations, clickbait has practical risks. Misleading headlines may generate short-term clicks but often lead to higher bounce rates. If readers quickly leave your site unsatisfied, search engines may penalise your content, reducing its visibility. This creates a lose-lose situation for both you and your audience.

Avoiding clickbait altogether may not be necessary, but caution is essential. The best titles inspire curiosity without alienating your readers. If you’re unsure whether a title crosses the line, consider how you’d feel if you clicked on it and found the content. Would you feel informed or cheated?

How to Use Clickbait Intelligently

Done right, clickbait can be a powerful tool for increasing traffic and engagement. The trick lies in blending curiosity with value. Here are some tips for creating effective but honest clickbait:

1. Deliver on your promise: A good title sets expectations that the content fulfils. If you say “5 Surprising Ways to Save Money,” make sure your tips genuinely surprise.
2. Be specific: Adding details makes your title more credible. For example, “This App Saved Me £500 in One Month” is far more trustworthy than “This App Will Change Your Life!”
3. Use numbers and lists: Titles with numbers often perform well, as they suggest digestible and structured content. For instance, “10 Must-Know SEO Tricks for Beginners” attracts attention without being misleading.
4. Know your audience: Tailor your tone to your readers. A younger, casual audience might enjoy playful or cheeky titles, while professionals prefer a more straightforward approach.
5. Test and refine: Analyse which headlines perform well and tweak your strategy accordingly. Tools like A/B testing can help identify what resonates with your audience.

It’s also worth noting that authenticity is increasingly valued in digital marketing. Clickbait that prioritises transparency and offers real value can build long-term trust and loyalty among your readers.

The Bottom Line

Clickbait doesn’t have to be a dirty word, and using it responsibly can help you stand out in a crowded online space without compromising your integrity. The key is to respect your audience’s intelligence and ensure your content delivers on its promises. By striking the right balance, you can craft engaging and trustworthy titles—a win-win for everyone involved.

The debate about artificial intelligence (AI) versus human writers has been a hot topic for the past few years. Living in London, where the creative and tech scenes collide daily, I’ve seen both sides of this curious battle play out in surprising ways. AI has made incredible strides, churning out blog posts, ad copy, and even poetry. But can it truly replace a human wordsmith’s charm, wit, and soul? Let’s see who’s really wielding the mightier pen—or keyboard.

What AI Brings to the Table

First, let’s talk about AI. These machines are unbelievably fast and efficient. Need 50 product descriptions before your morning cuppa? AI’s got you sorted. Platforms like ChatGPT and Jasper can whip up copy at lightning speed, complete with SEO optimisation and data-driven keyword use. It’s like having a diligent intern who never complains about overtime.

AI also has an uncanny knack for mimicking human writing styles. It can produce everything from casual blogs to formal white papers, often fooling even the most discerning readers. Impressive, right? Well, yes and no.

Here’s where things get a bit dicey. AI isn’t perfect. It’s still prone to those classic bloopers, like referring to a small dog as a “ferocious predator” or creating headlines so bland you’d sooner eat your keyboard than click on them. And then there are the hilarious gaffes—like when an AI-generated weather report once predicted “locust showers” (yes, really).

Beyond that, there’s the matter of nuance. AI might churn out grammatically correct sentences, but it often lacks the subtle touches that give writing life. The metaphors, the playfulness, the cultural references—these are the hallmarks of human creativity, not a machine’s algorithmic logic.

The Human Advantage: Heart and Creativity

On the other side of the battlefield, we have humans. While AI may be faster, humans have a secret weapon: the ability to tell stories with heart. We add that sprinkle of wit, that touch of nuance, and that dash of cultural awareness that machines can’t replicate.

Take London, for instance. A human writer might wax poetic about a rainy walk along the Thames or inject dry humour into a piece about surviving the Tube during rush hour. An AI? It might just tell you the Thames is “a river in England.”

Humans also excel at adapting their tone. Human writers know how to strike the right chord, whether it’s a cheeky blog post or an emotionally charged piece. AI, meanwhile, sometimes struggles to switch gears. It might write a cheerful review of a funeral parlour if you don’t steer it correctly. And while AI might nail the technical side of SEO, it can’t capture the quirks of a brand’s personality the way a skilled human can.

Beyond technical skill, humans bring an emotional intelligence that’s hard to beat. Writing isn’t just about stringing words together; it’s about understanding the reader’s needs, fears, and aspirations. This empathetic approach often results in content that resonates on a deeper level—something AI can’t replicate.

When AI and Humans Team Up: The Dream Team

While the debate rages on, I’m here to say this: why pick sides when you can have the best of both worlds? AI and humans can actually complement each other beautifully.

AI is brilliant for the heavy lifting. It can handle research, generate outlines, and even suggest keywords for SEO. Meanwhile, humans can refine, personalise, and inject creativity into the final piece. Think of AI as the sous-chef and the human writer as the master chef—together, they’re unstoppable.

For example, I once used AI to help brainstorm blog topics for a client in Camden. It came up with 20 decent suggestions in seconds. Sure, half of them were duds (“Best Potholes in London” isn’t exactly compelling), but the rest provided a solid starting point. With a bit of human finesse, we turned them into click-worthy gems.

Similarly, AI can speed up the editing process. It can highlight potential grammatical errors or suggest synonyms to spice up your copy. But here’s the catch: the human touch takes a draft from good to great. A machine might correct your spelling, but it won’t add the clever turn of phrase that makes a reader smile.

SEO Implications: Does Google Have a Preference?

Now, let’s talk SEO—the holy grail of online content. Does Google prefer AI-generated content or human-written masterpieces? The short answer: Google cares less about who wrote it and more about its quality.

Google’s algorithms favour content that ticks all the boxes: E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness). While AI can churn out technically accurate and SEO-friendly pieces, it often lacks the depth and credibility that human writers bring. Google’s bots are clever enough to sniff out fluff and favour content that genuinely provides value.

Picture Google as a grumpy librarian. Hand it a generic, AI-generated article, which might raise an eyebrow. Offer a well-crafted, insightful piece written by a human (or a human-polished AI draft), and you’ll earn a nod of approval. And let’s not forget the power of backlinks and social signals, often driven by high-quality, human-written content that people want to share.

The Ethical Question: Should Machines Write for Us?

There’s also an ethical angle to consider. Should we let machines take over creative tasks just because they can? Critics argue that relying too heavily on AI risks diluting the authenticity of content and may even put human writers out of work.

There’s also the question of originality. AI is excellent at regurgitating information, but can it truly create? Or is it just remixing what’s already out there? The thought of robots penning our novels, speeches, and love letters feels… unsettling. Imagine an AI writing something like, “Dearest, your eyes remind me of two perfectly optimised keywords.” Romantic, isn’t it?

On the flip side, AI has the potential to democratise content creation. Aspiring writers with limited resources can use AI tools to kickstart their projects. In this sense, AI isn’t replacing creativity; it’s amplifying it.

Choosing the Right Tool for the Job

So, how do you decide whether to use AI or a human writer? The answer lies in the task.

AI excels in repetitive, data-heavy jobs like product descriptions, basic blog posts, and social media scheduling. But when it comes to brand storytelling, nuanced messaging, or emotionally resonant content, humans always win.

Think of it this way: you wouldn’t let a robot write your wedding vows, but you might let it draft the table plan. Knowing when to use which tool is the key to mastering the content game.

Striking the right balance is essential for businesses. Using AI for efficiency and humans for creativity can result in a well-rounded content strategy. The trick is to understand each other’s strengths and limitations and use them accordingly.

The Future of Content Wars: A Truce?

Looking ahead, I believe the future isn’t about AI replacing humans but collaboration. As AI improves, we’ll see more tools designed to enhance human creativity rather than overshadow it.

Imagine AI tools that learn your unique writing quirks, helping you draft content that’s unmistakably “you.” Or AI could become our editorial assistant, catching typos and suggesting synonyms without stealing the spotlight. The possibilities are endless—and oddly exciting.

I can’t help but chuckle at the thought of future writers arguing with their AI tools about grammar. “No, Clippy 2.0, I’m using ‘whilst’ because it’s British English!”

Beyond grammar, AI might evolve into a true collaborator capable of brainstorming ideas, conducting research, and even assisting with complex projects. However, the creative spark that defines great writing will always come from humans.

Conclusion: The Pen (or Algorithm) Is Mightier

The battle between AI and human writers isn’t as black-and-white as it seems. Both have their strengths and weaknesses and can shine in different contexts. Whether it’s a human’s pen or an AI’s algorithm, the goal remains: creating content that informs, engages, and inspires.

So, who will win the content wars? Perhaps the real question is: Do we need a winner? As long as we focus on quality and creativity, there’s room for everyone at the table—humans and AI alike.