Ted Gioia on the precipitous rise and calamitous decline of the clickbait journalism model:
I was going to call this story the “tragedy of American journalism”. But when you dig into the details, it’s more a farce.
Let’s start with act one of this comedy. I could almost begin anywhere, but I picked an especially ridiculous case study — just wait until you learn the reason why.
Did that catch your attention?
It was supposed to. And I learned that from a now (mostly) forgotten website called Upworthy.
Almost exactly 10 years ago, Upworthy was “the fastest growing media site of all time”, according to Fast Company. They had turned news into a science. Upworthy was the future of journalism.
“Upworthy is known for its use of data to drive growth, testing up to 16 different headlines for a single story,” enthused that bright-eyed reporter for Fast Company. The end result was headlines so irresistible, millions of people clicked on them.
Here are some examples:
- A Gorgeous Waitress Gets Harassed By Some Jerk. Watch What Happens Next.
- A Teacher Ran to a Classroom to Break Up a Fight, but What She Found Was the Complete Opposite.
- It’s Twice The Size Of Alaska And Might Hold The Cure For Cancer. So Why Are We Destroying It?
- If You Could Press A Button And Murder Every Mosquito, Would You? Because That’s Kinda Possible.
You get the idea. The headline is in two parts — and it’s just a come-on. You have no idea what the article is about until you click on the link.
That was the whole point. But just wait until you learn the problem with this.
Facebook and other social media sites eventually discovered that people clicked on these links, but didn’t spent much time with the Upworthy articles — and rarely gave them likes and shares.
The stories just weren’t very good — and certainly not as interesting as the headlines. So the algorithms started to punish clickbait articles of this sort.
The Upworthy empire collapsed as quickly as it had risen.
In retrospect, the problem with this gimmicky strategy is obvious. If you trick people into clicking on garbage, your metrics are impressive for a few months. But eventually people can smell the garbage without even clicking on it.
There’s also a deeper reason for this collapse — which I’ll get to in a moment. And it helps us understand the current problems with journalism. But first we need to look at a couple more case studies.
