The curious individual is motivated to obtain the missing information to reduce or eliminate the feeling of deprivation.”Īnother common technique for powerful lists and ‘how-to’ headlines are to promise a simple, step-by-step solution that acts like a lighthouse on a foggy night for our overworked, overstressed minds.Īll we gotta do is click for instant gratification. Such information gaps produce the feeling of deprivation labeled curiosity. It turns out we’re hardwired for this stuff, as George Loewenstein’s proved in the ‘90s with his “information-gap” theory. It uses pattern interruption to shock or surprise us, forcing us to click to uncover the reason. The ‘cliffhanger’ or curiosity gap is one of the most powerful headline formulas for a reason. (Turns out, Abercrombie and Fitch are right for hating fat people.)Ĭlicks correlated with extreme sentiments – both positive and negative ones. Hyperbole alone, however, isn’t all. Unsurprisingly, the headlines that performed best just so happened to also be the most polarizing. (That’s the TL DR version anyway.)īut if you’re curious as to why then read on… ( Besides, I got a word count to hit.)Ħ9,907 headlines can’t be wrong. That’s how many a few media outlets analyzed in 2014 to identify what the most successful had in common. It’s no great mystery. It ain’t like Bigfoot or the Loch Ness monster. (Although BuzzFeed is kinda like the Bermuda Triangle of the internet.)Ĭlickbait works because it (a) appeals to your lizard brain and (b) tickles your innate desire for curiosity. Here’s why clickbait works, along with 10 irresistible clickbait Facebook advertising examples to learn from, copy and steal. But used properly – for good! – it’s one of the most powerful ways to grab attention in this increasingly saturated world. Clickbait works. Whether we like it or not.
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