The digital age has changed the way we consume information. Platforms like TikTok, Instagram, LinkedIn and X (formerly Twitter) have transformed the way media outlets interact with their audiences. In this race for attention and advertising revenue, some media outlets have resorted to a tactic known as clickbait. In this new reality, media outlets are under immense pressure to capture the public’s attention, often resorting to clickbait tactics to compete for views, likes and advertising revenue. While this strategy may generate short-term engagement, it risks undermining long-term trust and credibility.

Clickbait – designed to attract audiences with sensational headlines and sketchy information – has become commonplace in today’s media landscape. From exaggerated captions on Instagram to misleading headlines on news blogs, clickbait thrives on curiosity but often leaves audiences disappointed.

To address this pressing issue, we organized a virtual conference entitled “Engage Your Audience Without Relying on Clickbait” as part of my commitment as a Master’s student in media and communication at Pan-Atlantic University. The event brought together industry experts including Maria EdoroChief of Staff and Head of Strategy at BellaNaija; IK NwosuManaging Editor at OkayAfrica; Chidi ChinwetaluProgram Manager at TikTok; and Dr. Tunde Akanniassociate professor of journalism at Lagos State University, to discuss ethical ways to engage the public without sacrificing credibility.

The Clickbait Dilemma: Short-Term Wins, Long-Term Losses

In opening the discussion, dr. Tunde Akanni said clickbait is the digital equivalent of sensationalism in traditional media. He explained that “Just as tabloids used exaggerated headlines to sell newspapers, online platforms use similar tactics to capture attention.” However, he warned that the rapid shift to digital-first consumption has raised the stakes, requiring audiences to develop “digital literacy” to discern trustworthy content from exaggerated claims.

Mary Edoro highlighted the pressures media organizations face to stay relevant in a fast-paced, attention-driven landscape. “For millennials who grew up with traditional media, digital platforms need to grab attention quickly. Clickbait thrives on this need for instant engagement, but often sacrifices context and depth,” she explained.

Why Media is Turning into Clickbait

When asked why media organizations resort to clickbait, IK Nwosu gave a straightforward answer: “Short answer: money”. He explained that media outlets are operating under significant financial pressure, and advertisers are now demanding detailed metrics, from user demographics to engagement rates.

“Clickbait drives traffic, but it doesn’t build loyalty,” IK said. “Now, audiences are more digitally savvy and can see through hype. They bounce back quickly when they feel misled, leading to high bounce rates and low retention.” He emphasized that building meaningful, long-term connections with audiences requires more than flashy headlines—it requires trust.

Navigating the Clickbait Trap in Video Content

Chidi Chinwetalu tackled the unique challenges of creating engaging video content without falling into the clickbait trap. “The shift to video platforms like TikTok has created new expectations. Within three seconds, your video needs to grab attention,” said Chidi. However, he acknowledged that balancing ethical storytelling with engagement isn’t always straightforward.

Creators face immense pressure to “stop the scroll,” often resorting to sensational tactics. However, Chidi emphasized that authenticity wins in the long run. “Creators who prioritize meaningful content build loyal communities, even if their engagement grows more slowly. It’s about finding a balance between getting attention and maintaining credibility.”

Building ethical engagement strategies

As the conference progressed, the conversation shifted to solutions. Dr. Akanni said moderation is key, stating: “Clickbait is not inherently bad – it depends on how it’s used. Creating ethical content means balancing attention-grabbing tactics with truthful storytelling.”

IK Nwosu suggested a shift towards community building strategies. “The media is fading; communities are the future,” he said. Platforms like TikTok, newsletters, and niche social groups allow creators to connect with a smaller, more engaged audience that values ​​authenticity over sensationalism.

Mary Edoro encouraged media organizations to educate their audiences about media literacy. “While individuals have the responsibility to discern credible content, media outlets must also guide their audiences. Transparency and ethical storytelling are non-negotiable in today’s media ecosystem.”

Final thoughts

The conference highlighted the challenges and opportunities in today’s digital media landscape. While clickbait can provide quick wins, it often comes at the cost of public trust. The solution lies in balancing engagement with ethics, building communities and promoting digital literacy.

I summarized by emphasizing the need for digital media to create credibility. We said that “The media landscape is changing and we all have a role to play – content creators, platforms and audiences alike. Together, we can create a digital environment where engagement doesn’t come at the expense of credibility.”