Navigating the Challenges of Clickbait in Digital Media

The evolution of digital media has reshaped how audiences engage with content on platforms like TikTok, Instagram, LinkedIn, and X (formerly Twitter). In response, many media outlets have turned to clickbait tactics to compete for attention and revenue. While effective in driving immediate engagement, this approach risks undermining audience trust and credibility.

Clickbait relies on sensational headlines or exaggerated claims to attract clicks, swipes, or reactions. This strategy has become prevalent across platforms, from websites and blogs to social media channels. However, the ethical implications of these tactics were at the heart of a recent virtual conference titled “Engaging Your Audience Without Relying on Clickbait,”organized by Oluwadamilola Olatunji, a Media and Communication (MSc) student at Pan-Atlantic University.

The conference brought together leading experts, including Mary Edoro (Chief of Staff/Head of Strategy, BellaNaija), IK Nwosu (Managing Editor, OkayAfrica), Chidi Chinwetalu (Program Manager, TikTok), and Dr. Tunde Akanni (Associate Professor of Journalism, Lagos State University). They explored the impact of clickbait on media credibility and shared insights on fostering meaningful audience engagement.

Dr. Akanni opened the discussion by defining clickbait as the digital equivalent of sensationalism in traditional media. He emphasized the need for digital literacy, stating, “It’s not enough to be literate today; you need to be tech-savvy to navigate the complexities of online content.” He highlighted that responsible engagement is crucial in an era of media convergence, where text, video, and audio intersect across platforms.

Mary Edoro noted the generational shift in media consumption habits, explaining how millennials’ brief attention spans drive the demand for quick, attention-grabbing content. “Clickbait focuses on high initial traffic but often sacrifices long-term audience loyalty,” she said.

IK Nwosu attributed the reliance on clickbait to financial pressures, stating bluntly, “It’s about money.” He explained that advertisers demand detailed metrics, forcing media outlets to prioritize engagement numbers over content quality. However, he cautioned, “Clickbait doesn’t build loyalty. Digitally savvy audiences see through the intent to inflate numbers and disengage when they feel deceived.”

On platforms like TikTok, Chidi Chinwetalu explained how algorithms amplify engaging content, sometimes at the expense of accuracy. He noted the tension creators face between capturing attention and maintaining authenticity. “Creators are often caught between making content that ‘stops the thumb’ and staying truthful,” he said, emphasizing the importance of ethical practices.

The panel also explored solutions to the clickbait dilemma. Dr. Akanni advocated for moderation and ethics, warning that excessive sensationalism erodes credibility. Mary Edoro highlighted the value of reverse clickbait strategies, where creators present news upfront to foster trust.

The conference underscored a shared responsibility: media organizations must prioritize ethical content, while audiences should cultivate digital literacy to discern reliable information. As Oluwadamilola aptly put it, “Media outlets are doing everything to grab attention, but at what cost?”

In the fast-paced digital age, finding a balance between engagement and credibility is more critical than ever. 

Five Key Takeaways From The Conference

1. The Thin Line Between Clickbait and Creative Headlines

● Clickbait involves exaggeration and withholding key details to drive traffic but can erode trust and credibility in the long term.

● Ethical and engaging headlines can attract attention without misleading the audience, ensuring long-term loyalty.

2. The Role of Digital Literacy in Navigating Clickbait

● Audiences must develop digital literacy skills to discern credible content from sensationalized headlines.

● Media literacy is a shared responsibility, requiring creators to maintain ethical standards and audiences to critically evaluate content.

3. Economic Pressure Drives Clickbait

● Media organizations often resort to clickbait due to financial pressures and competition in the digital landscape.

● While these tactics can boost short-term engagement, they fail to build meaningful connections with audiences.

4. Video Platforms and the Attention Economy

● Balancing engaging content with authenticity is key to maintaining credibility on these platforms.

5. Building Community Over Mass Engagement

● Media outlets and creators should focus on cultivating smaller, engaged communities rather than chasing large but fleeting impressions.

● Using diverse content strategies—such as infographics, videos, and personalized storytelling—can make important information relatable and engaging while preserving trust.