“You won’t believe what AI did next…”
Sound familiar? Of course it does. It’s the modern-day siren song of digital publishing: clickbait.
In an era where attention is currency and clicks pay the bills, even the most reputable news outlets have dabbled in the dark art of irresistible headlines. But when it comes to tech news, the stakes—and the side effects—are even higher.
So, what is clickbait, why does it thrive, and how can a tech company avoid falling victim to it—or worse, becoming the bait itself?
What Is Clickbait?
Clickbait is a headline designed more to attract attention than to inform. It often uses emotional triggers, suspense, or outrageous claims to get you to click. Think:
- “This One Simple Hack Will Save Your Business (Big Tech Hates It)”
- “AI Just Replaced Another Industry. Is Yours Next?”
- “Scientists Warn of New Tech That Could End the World (Really).”
These aren’t headlines—they’re dare-you-to-click dares. And while they do get clicks, they often underdeliver on substance.
Why Clickbait Loves Tech (And Vice Versa)
Technology makes the perfect partner for clickbait:
- It’s complex, so oversimplification is easy.
- It’s fast-moving, so panic sells.
- It’s everywhere, so everyone’s a target.
Articles about AI taking your job or the newest smart toaster “revolutionising breakfast” are a dime a dozen—but they create buzz, clicks, and ad revenue. Unfortunately, they also generate misinformation, anxiety, and disillusionment. (Also: no toaster has ever changed anyone’s life. Let’s be honest.)
The Risk for Tech Companies
For tech businesses, the clickbait trap has two sharp edges:
- Being misrepresented in media: Your product update turns into “New App Threatens Human Creativity.”
- Being tempted to use it yourself: Your marketing team “borrows” the formula with a “You’ll Never Believe What Our CRM Can Do” headline.
The result? A momentary spike in engagement… followed by a credibility hangover. Users expect fireworks but get a lighter. That’s how trust dies.
The Smarter Approach
We get it—standing out is tough. But you can write compelling content without giving in to cheap tricks. Here’s how:
- Use curiosity, not manipulation
A headline like “What We Learned From 10,000 CRM Setups” invites interest with substance.
- Tell the truth, but better
If your AI assistant really does save time, don’t say it’s “changing the future of business”—say how it improves workflow.
- Embrace transparency
Tech is complex. Explain things clearly and honestly. Your audience will appreciate not being played.
Final Thought
Clickbait is like junk food for the mind—easy, fast, and deeply unsatisfying in the long run. At a time when tech is reshaping industries, ethics, and human behaviour, we don’t need more noise—we need clarity, truth, and meaningful conversation.
So next time you’re tempted to write, “This Software Might Be Illegal (But It’s Brilliant)”, pause.
Then write something better.
TL;DR? Clickbait might get clicks, but trust gets customers. Choose wisely.