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If you've ever followed an intriguing-sounding link to a disappointing article, then you've fallen for clickbait. You won't believe what David Crookes reveals next
What is the shocking truth about clickbait?
Clickbait refers to the deceptive online headlines that exist solely to tempt you into clicking or tapping a web link to find out more. They clog up social-media feeds and, as many web users have discovered, they often point to articles, videos, images or infographics that either bear little relation to the initial promise or prove to be an enormous letdown.
How will it blow my mind?
A clickbaiting headline will typically use phrases such as "you will not believe what happened" and "what occurred next will shock you". They may claim to be able to tell you more about yourself ("50 signs you're getting old"), offer a hilarious or heart-tugging video that "you have to see", or reveal some "amazing secret" about an Eighties TV show. By pricking our curiosity, such headlines persuade us to click. And we do - in our millions.
Why must I click these links?
Quite simply, the aim is to get as many people clicking a link as possible. There is so much competition for our attention online that websites have resorted to manipulating us through the promise of offering something amazing. The more people click, the greater the number of page views a site gets, which significantly increases ad revenue and boosts the site's coffers. Effective clickbaiting also means more sharing on social media to bring new visitors to the site.
How did this incredible story begin?
Arguably, the trend for luring people to click stories by offering tantalising headlines began in 2006 when BuzzFeed (www.buzzfeed.com) was launched. Since then it has...