Clickbait refers to a form of online content that aims to capture the user's attention and entice them to click on a link. Typically, clickbait titles or adverts use eye-catching headlines, sensational claims or targeted curiosity to entice the reader or viewer to click. Although the method can be effective in generating clicks and page views, it is often controversial as the clicked content rarely fulfils the promises made in the title or ad.

In today's digital landscape, where websites and media organisations are often judged by clicks and engagement, clickbait has taken on a special significance. It is often associated with low-quality or misleading content and can damage users' trust in a brand or publication. Furthermore, clickbait poses an ethical dilemma for many: On the one hand, it can boost short-term metrics such as click-through rates and page views; on the other hand, it can diminish reputation and credibility in the long term.

From a neuroscientific point of view, clickbait plays on psychological mechanisms such as curiosity, sensation-seeking and the desire for instant gratification. By creating an "information gap" effect, where the reader believes they can fill a knowledge gap by clicking on the link, a strong incentive to click is created. This phenomenon is often associated with the release of dopamine, a neurotransmitter associated with reward and motivation.

Despite its effectiveness in terms of click-through rates, clickbait is often criticised as it can detract from the user experience and contribute to a general information overload on the internet. Therefore, a balance between effective headlines and high-quality content is crucial for a sustainable content strategy.