Clickbait on otsikoiden ja muiden muotoiluelementtien käyttö, jolla houkutellaan internetin käyttäjiä klikkaamaan verkkopostausta. Termi on englantilaista alkuperää ja tarkoittaa kirjaimellisesti ”clickbait”. Vaikka perinteiset tiedotusvälineet kritisoivat clickbaitia laajalti, on monia esimerkkejä clickbaitiin perustuvista menestyksekkäistä liiketoimintamalleista. Markkinoinnissa clickbaitia voidaan käyttää viestien levittämiseen sosiaalisessa mediassa tai ostosten edistämiseen mainoksilla.
Saksalaiset tuomioistuimet ovat jo useaan otteeseen sakottaneet clickbaitteja. Markkinoijien tulisi olla tietoisia clickbaitiin liittyvistä riskeistä. Mainonta on aina ollut luonteeltaan manipuloivaa ja vetoaa vaistoihin. Mainostetut tuotteet ja palvelut ovat kuitenkin yleensä täyttäviä tarjouksia. Ne, jotka käyttävät clickbaitia liiketoimintamallina verkossa tai sosiaalisessa mediassa, joutuvat löytämään tasapainon. Pettyneet odotukset johtavat asiakkaiden tyytymättömyyteen, ja tylsä sisältö taas on ylivoimaisesti vähiten havaittavissa.
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