Mission 2 of 7 · 7 min
Clickbait: headlines that want to hook you
Why headlines shout, promise secrets and “shock” – and how to tell whether an article or video delivers what the headline promised.
What is clickbait
Clickbait means bait for clicks. It's a headline, picture or video thumbnail made mainly to grab your attention and get you to click. It often promises more than it delivers.
Why do people do it? Many websites and apps earn money from ads depending on how many times people see them. More clicks mean more ads seen – even if you close the article straight away.
Warning signs
- CAPITAL LETTERS, exclamation marks and emoji 😱🔥 – meant to stir up feelings, not to inform.
- A secret instead of information: “this”, “you won't believe”, “number 4 will blow your mind”. The headline deliberately leaves out the main point.
- Strong words: “furious”, “shock”, “the end”, “scandal”.
- Nobody knows who: “doctors warn”, “scientists are keeping quiet” – but which ones?
- A push to share: “Send this to everyone before they delete it!”
Game: What is this headline trying on you?
Correct: 0 of 3Read the headline or video thumbnail. Tap the parts that are only there to lure you in. One headline is fine, though.
If you can't see anything suspicious, tap “I see nothing suspicious”.
Round 1 of 3 · Found: 0
A headline someone sent to your class group chat
SHOCK! 😱 You carry this thing in your bag almost every day and scientists warn it's dangerous. Send this to everyone before they delete it!
The breakdown will appear here once you finish.
Before you send it on
Researchers at Penn State University in the US looked at more than 35 million public posts with links on one big social network from 2017 to 2020. They found that about three out of four shares happened without the person sharing even opening the link. So people often pass on nothing but the headline.
Three steps before you send something on:
- Open it and read more than the headline. Did the article deliver what it promised?
- Check who wrote it and when. A well-known news outlet, or a site you don't know?
- Find it somewhere else too. If it's important news, other newsrooms will be reporting it as well.
Find out more about the “Shock and wow” trick in the Manipulation atlas.
Game: Clickbait or information?
Correct: 0 of 6Sort the headlines. Is the headline just trying to lure you in, or does it tell you straight away what happened?
Statement 1 of 6
You won't believe who won the school tournament! Number 3 will blow your mind 😱
Talk together
- Shall we find three headlines on your phone together? Which ones want to inform you and which only want to lure you in?
- Which headline lured you in most recently? Did the article or video deliver what it promised?
- What will you do before you send something to the class group chat?
Tip for adults: Admit to your child that adults fall for headlines sometimes too – and show them how you check a story afterwards. A shared rule for family and class group chats helps too: read first, then share.
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