This is the Common Headline Trick I See on Medium
Tags: Babies, Politics, Health, Life, Coronavirus

This is the Common Headline Trick I See on Medium

“My God… That title! I must read it, must click on it! It calls to me, and I am powerless to resist its siren song!” Photo by Victoriano Izquierdo on Unsplash

I have to confess: I am often tempted by both physical and mental junk food, even when I should know better. At the grocery store, I find my eyes lingering on those big containers of cheese balls. And when I scroll through Medium, I keep spotting those clickbait titles.

For anyone who is new to the internet, clickbait titles promise that the article that follows will be gripping, shocking, intriguing, and more. The title promises a crazy-good money earning tip, a horrifying secret that will be exposed, or a claim that you just can’t believe is true — but you need to click to find out.

Clickbait “articles” often seen at the bottom of many sites when adblockers aren’t enabled. Source: Wikipedia

https://kleinoot.nl/yry/v-ideos-Tottenham-Leicester-v-en-gb-1mog-1.php

http://mix.gruposio.es/gci/Video-inter-v-spetsiia-v-yt2-1ufn-17.php

https://kleinoot.nl/yry/v-ideos-Tottenham-Leicester-v-en-gb-1tww-15.php

https://cartaodosus.info/video.php?video=Video-Union-Saint-Gilloise-Westerlo-v-en-gb-yga-.php

http://mix.gruposio.es/gci/videos-inter-v-spetsiia-v-yt2-1tus-10.php

http://multi.provecracing.com/uok/videos-Tottenham-Hotspur-Leicester-City-v-en-gb-1kps-17.php

https://test2.activesilicon.com/rta/Video-tottenkhem-v-lester-v-yt2-1yal-5.php

https://test2.activesilicon.com/rta/video-tottenkhem-v-lester-v-yt2-1zoz-14.php

https://kleinoot.nl/yry/v-ideos-Tottenham-Hotspur-Leicester-City-v-en-gb-1fbz-.php

http://multi.provecracing.com/uok/video-Tottenham-Hotspur-Leicester-City-v-en-gb-1iih-8.php

http://mix.gruposio.es/gci/v-ideos-inter-v-spetsiia-v-yt2-1vir-14.php

https://cartaodosus.info/video.php?video=v-ideos-sent-eten-v-nim-v-yt2-1igg-9.php

https://kleinoot.nl/yry/videos-Tottenham-Hotspur-Leicester-City-v-en-gb-1dpk-11.php

https://cartaodosus.info/video.php?video=v-ideos-sent-eten-v-nim-v-yt2-1wkv-8.php

https://test2.activesilicon.com/rta/video-fraiburg-v-gerta-v-yt2-1ggh-17.php

http://mix.gruposio.es/gci/Video-slovacko-v-viktoria-plzen-v-cs-cs-1qjg-6.php

https://cartaodosus.info/video.php?video=v-ideos-sent-eten-v-nim-v-yt2-1xur-3.php

https://kleinoot.nl/yry/v-ideos-Tottenham-Hotspur-Leicester-City-v-en-gb-1wzc-1.php

https://test2.activesilicon.com/rta/Video-fraiburg-v-gerta-v-yt2-1kqy-16.php

http://tanum.actiup.com/nue/video-Medeama-Liberty-Professionals-v-en-gb-feb-.php

http://mix.gruposio.es/gci/v-ideos-slovacko-v-viktoria-plzen-v-cs-cs-1xuy-10.php

https://cartaodosus.info/video.php?video=v-ideos-sent-eten-v-nim-v-yt2-1drb-11.php

https://test2.activesilicon.com/rta/video-fraiburg-v-gerta-v-yt2-1qkq-13.php

https://cartaodosus.info/video.php?video=videos-sent-eten-v-nim-v-yt2-1mdd-15.php

http://mix.gruposio.es/gci/v-ideos-slovacko-v-viktoria-plzen-v-cs-cs-1kac-14.php

https://test2.activesilicon.com/rta/Video-fraiburg-v-gerta-v-yt2-1viq-17.php

https://test2.activesilicon.com/rta/Video-fraiburg-v-gerta-v-yt2-1trq-6.php

https://test2.activesilicon.com/rta/video-AZ-Alkmaar-Willem-2-Tilburg-v-en-gb-1fsq-6.php

http://esc.vidrio.org/sqw/videos-Sassuolo-Milan-v-en-gb-1div-18.php

http://esc.vidrio.org/sqw/v-ideos-Sassuolo-Milan-v-en-gb-1aip-5.php

https://test2.activesilicon.com/rta/v-ideos-AZ-Alkmaar-Willem-2-Tilburg-v-en-gb-1oot-4.php

http://mix.gruposio.es/gci/video-Slovacko-Viktoria-Plzen-v-en-gb-kak-.php

http://mix.gruposio.es/gci/videos-Slovacko-Viktoria-Plzen-v-en-gb-nmn-.php

http://multi.provecracing.com/pfs/v-ideos-FC-Botosani-FC-Voluntari-v-en-gb-kqq-.php

https://cartaodosus.info/video.php?video=videos-nant-v-anzher-v-yt2-1lrb-19.php

https://test2.activesilicon.com/rta/videos-AZ-Alkmaar-Willem-2-Tilburg-v-en-gb-1ayo-2.php

http://multi.provecracing.com/pfs/Video-FC-Botosani-FC-Voluntari-v-en-gb-vhe-.php

http://mix.gruposio.es/gci/videos-Slovacko-Viktoria-Plzen-v-en-gb-zoe-.php

http://esc.vidrio.org/sqw/Video-benevento-v-genoa-v-it-it-1mse2-14.php

https://cartaodosus.info/video.php?video=video-nant-v-anzher-v-yt2-1ebi-17.php

http://esc.vidrio.org/sqw/videos-benevento-v-genoa-v-it-it-1wdu-10.php

https://cartaodosus.info/video.php?video=Video-nant-v-anzher-v-yt2-1odn-7.php

http://multi.provecracing.com/pfs/video-FC-Botosani-FC-Voluntari-v-en-gb-kgk-.php

http://mix.gruposio.es/gci/videos-Techiman-Eleven-Wonders-Ashanti-Gold-v-en-gb-stq-.php

https://kleinoot.nl/yry/video-FC-Botosani-FC-Voluntari-v-en-gb-gbs-.php

https://kleinoot.nl/yry/Video-FC-Botosani-FC-Voluntari-v-en-gb-ssk-.php

http://esc.vidrio.org/sqw/Video-benevento-v-genoa-v-it-it-1xyl2-11.php

http://tanum.actiup.com/nue/Video-Medeama-Liberty-Professionals-v-en-gb-mtf-.php

https://cartaodosus.info/video.php?video=v-ideos-nant-v-anzher-v-yt2-1skx-5.php

http://mix.gruposio.es/gci/Video-Techiman-Eleven-Wonders-Ashanti-Gold-v-en-gb-pwj-.php

http://tanum.actiup.com/nue/v-ideos-Benfica-B-FC-Vizela-v-en-gb-ozq-.php

http://esc.vidrio.org/sqw/videos-benevento-v-genoa-v-it-it-1spo2-15.php

http://mix.gruposio.es/gci/v-ideos-Techiman-Eleven-Wonders-Ashanti-Gold-v-en-gb-wkk-.php

https://kleinoot.nl/yry/v-ideos-FC-Botosani-FC-Voluntari-v-en-gb-dui-.php

https://cartaodosus.info/video.php?video=Video-nant-v-anzher-v-yt2-1cij-6.php

http://mix.gruposio.es/gci/Video-Elmina-Sharks-Inter-Allies-v-en-gb-cbj-.php

http://tanum.actiup.com/nue/v-ideos-Benfica-B-FC-Vizela-v-en-gb-yoj-.php

http://esc.vidrio.org/sqw/videos-benevento-v-genoa-v-it-it-1toa-11.php

http://tanum.actiup.com/nue/v-ideos-Benfica-B-FC-Vizela-v-en-gb-ooz-.php

https://test2.activesilicon.com/rta/video-espanol-v-almeriia-v-yt2-1gwi-11.php

http://mix.gruposio.es/gci/video-Elmina-Sharks-Inter-Allies-v-en-gb-nhb-.php

http://multi.provecracing.com/pfs/videos-AS-FAR-FUS-Rabat-v-en-gb-grj-.php

https://test2.activesilicon.com/rta/videos-espanol-v-almeriia-v-yt2-1kuj-12.php

http://multi.provecracing.com/pfs/v-ideos-AS-FAR-FUS-Rabat-v-en-gb-xus-.php

http://mix.gruposio.es/gci/videos-Elmina-Sharks-Inter-Allies-v-en-gb-nmx-.php

https://cartaodosus.info/video.php?video=Video-espanyol-v-almeria-v-es-es-1dcf2-16.php

https://kleinoot.nl/yry/v-ideos-dizhon-v-monako-v-yt2-1qsb-7.php

http://multi.provecracing.com/pfs/v-ideos-dizhon-v-monako-v-yt2-1qfm-8.php

http://mix.gruposio.es/gci/v-ideos-Benfica-B-FC-Vizela-v-en-gb-zfk-.php

https://cartaodosus.info/video.php?video=Video-espanyol-v-almeria-v-es-es-1itv-11.php

http://multi.provecracing.com/pfs/Video-dizhon-v-monako-v-yt2-1bfy-11.php

https://kleinoot.nl/yry/Video-dizhon-v-monako-v-yt2-1rgk-2.php

http://esc.vidrio.org/clr/videos-AS-FAR-FUS-Rabat-v-en-gb-dte-.php

https://test2.activesilicon.com/rta/v-ideos-Arouca-SC-Covilha-v-en-gb-ejt-.php

https://cartaodosus.info/video.php?video=Video-espanyol-v-almeria-v-es-es-1vzj-7.php

http://mix.gruposio.es/gci/v-ideos-Benfica-B-FC-Vizela-v-en-gb-qas-.php

http://multi.provecracing.com/pfs/v-ideos-dizhon-v-monako-v-yt2-1aad-11.php

https://kleinoot.nl/yry/v-ideos-dizhon-v-monako-v-yt2-1atr-15.php

http://esc.vidrio.org/clr/videos-AS-FAR-FUS-Rabat-v-en-gb-qcs-.php

http://esc.vidrio.org/clr/video-AS-FAR-FUS-Rabat-v-en-gb-tcz-.php

https://cartaodosus.info/video.php?video=video-espanyol-v-almeria-v-es-es-1veb2-6.php

https://kleinoot.nl/yry/Video-dizhon-v-monako-v-yt2-1mya-14.php

http://multi.provecracing.com/pfs/videos-dizhon-v-monako-v-yt2-1ool-6.php

http://esc.vidrio.org/clr/v-ideos-Freiburg-Hertha-v-en-gb-vbv-.php

https://cartaodosus.info/video.php?video=v-ideos-Accra-Great-Olympics-Sogakope-Wafa-v-en-gb-1hny-6.php

https://kleinoot.nl/yry/video-dizhon-v-monako-v-yt2-1xrf-1.php

http://esc.vidrio.org/clr/video-Freiburg-Hertha-v-en-gb-lvk-.php

http://esc.vidrio.org/clr/video-Freiburg-Hertha-v-en-gb-tog-.php

https://cartaodosus.info/video.php?video=Video-Accra-Great-Olympics-Sogakope-Wafa-v-en-gb-1ogp-14.php

https://kleinoot.nl/yry/videos-nant-v-anzher-v-yt2-1qvj-6.php

http://multi.provecracing.com/pfs/v-ideos-nant-v-anzher-v-yt2-1pty-4.php

https://cartaodosus.info/video.php?video=video-Accra-Great-Olympics-Sogakope-Wafa-v-en-gb-1tdh-8.php

http://esc.vidrio.org/clr/video-Lausanne-Sport-FC-Luzern-v-en-gb-rii-.php

https://kleinoot.nl/yry/video-nant-v-anzher-v-yt2-1hpm-13.php

http://mix.gruposio.es/gci/v-ideos-Pacos-de-Ferreira-Boavista-v-en-gb-rda-.php

http://multi.provecracing.com/pfs/v-ideos-nant-v-anzher-v-yt2-1rmu-10.php

http://mix.gruposio.es/gci/v-ideos-Pacos-de-Ferreira-Boavista-v-en-gb-cbo-.php

http://esc.vidrio.org/clr/video-Lausanne-Sport-FC-Luzern-v-en-gb-kxk-.php

https://cartaodosus.info/video.php?video=video-inter-v-spetsiia-v-yt2-1uxx-12.php

https://kleinoot.nl/yry/Video-nant-v-anzher-v-yt2-1mos-1.php

Even Medium has a definition of clickbait — and they’ve banned the more egregious examples. Here’s Medium’s official policy:

Clickbait is content that’s designed to entice a reader to click. It often shows up in the form of deceptive or manipulative story packaging (the headline, subheadline, and feature image) — a hyperbolic claim, a too-wide curiosity gap, a titillating image, etc. These stories do not follow through on their promise and often leave the reader unsatisfied.

This is great to know that we won’t see “The one money trick that the richest doctors don’t want YOU to know!” as a headline.

We won’t, right?

Perhaps Medium will continue to enforce its ban on articles with titles that outrageous, but there’s still some degree of clickbait-esque behavior that thrives on Medium.

Let’s call it click-tempting. It’s most easily spotted in titles, and once you see it, you’ll notice it everywhere.

Here’s how it’s used — and how it’s not quite the same as clickbait, so it may be forgiven.

The Top Headline Motifs of Top Medium Writers

A motif is a repeated theme or sequence. It’s often used to describe a theme in literature, or a repeated sequence in biology. Think about the recurring theme of “light vs. dark” that represents good vs. evil in Lord of the Rings. Or think about ATG, the three amino acids that are a common “start location” for protein-coding DNA sequences.

We can also spot some recurring motifs in Medium headlines. Let’s take a look.

The Listicle

Listicles promise a lot of different bullets and tips. Why read an article with one tip, when a listicle could give you seven, ten, or a HUNDRED tips, all in one spot?

The term derives from “list” + “article”, and BuzzFeed is proof that the format works. It’s great for quick articles, because you just need an idea or theme; you don’t need to craft much of a central narrative. In the Slackjaw “British Phrases” article above, you don’t need to explore the structure of British understatement and how it pertains to society — you just need a bunch of examples.

“This” is the Answer

“This” articles are great because the headline already sets you up to want to know the answer. “Hey, I’ve made a big discovery! It’s important for you to know! I’ll tell you, right after you click on me!”

It’s a great hook. It’s a similar strategy to the true clickbait that we see plastered all over internet ads — but there’s one critical difference, that I’ll discuss down below.

In pursuit of full transparency, I’ve also come to write titles that use this hook. Several of my most popular articles promise an interesting bit of information, but don’t give it away in the title. Gotta read the article to learn the answer!

But Medium Articles (Usually) Aren’t Clickbait!

If you looked at all the above titles, you might have thought: “Wow, Medium does have a lot of clickbait! Shouldn’t all of this be banned under those new content guidelines that you quoted above?”

The answer, however, is that while these headlines tempt clicks, they aren’t clickbait. They don’t cross a specific line that marks the difference between innocent click-tempting and full-on baiting.

The most egregious clickbait articles don’t provide a satisfying fulfillment of their central promise.

A clickbait article may promise “how this mom earns $5k/month working from home”, but when you open it up, you find few to no details. The article title tells you “the biggest diet mistake that doctors see”, but the actual content never truly provides the answer.

In all the Medium articles linked above, the title lures you in — but the article does provide an answer. (Use a notebook to write down your ideas right away; run one mile each day; you build upon what you did after the first year sober and the temptation to drink lessens.)

If you’re a writer, you can learn from these headline tricks — they do work, and there’s a reason why they’re used so frequently. We humans are curious creatures and we want to know the answer to questions posed by an article, even if they’re not phrased as a question.

Using “This XXX does YYY” in the title, without revealing the specific item, can be a strong lure. Set up an article with the most crucial bit of information being hinted at by the title, but not actively revealed — and then be sure to make it clear in the body of the article. Question, answer. A satisfying catharsis.

If you’re a reader, be aware of these headline tricks. You can still read the articles, and I encourage you to do so. However, if one of these articles leaves you unfulfilled or frustrated, look back at it with a critical eye.

Did the article’s title pose a question or lure you in with the promise of information to be revealed?

Did the article do a satisfying job of providing an answer to the question posed by the title?

If the answer is yes to the first question, but no to the second, you may have found clickbait.