Oluwadamilola Olatunji: Overcoming the Challenges of Clickbait in Digital Media

The digital age has changed the way we consume information. Platforms like TikTok, Instagram, LinkedIn, and X (formerly Twitter) have transformed the way media organizations engage with their audiences. In this race for attention and advertising revenue, some media organizations have resorted to a tactic known as clickbait. In this new reality, media organizations are under great pressure to capture the audience’s attention; frequently resorts to clickbait tactics to compete for views, likes, and ad revenue. While this strategy may encourage short-term engagement, it risks damaging long-term trust and credibility.

Clickbait, designed to attract viewers with sensational headlines and incomplete information, has become commonplace in today’s media landscape. From over-the-top captions on Instagram to misleading headlines on news blogs, clickbait generates curiosity but often leaves viewers disappointed.

To address this urgent issue, I organized a virtual conference titled ““Attracting Your Target Audience Without Relying on Clickbait” As part of my commitment as a Masters Media and Communications student at Pan-Atlantic University. Industry experts came together at the event Mary EdoroChief of Staff and Head of Strategy at BellaNaija; HR NewsEditor-in-Chief of OKAfrica; Chidi ChinwetaluProgram Manager at TikTok; And Dr. Tunde AkanniThe Associate Professor of Journalism, Lagos State University, will discuss ethical ways to engage audiences without compromising credibility.

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

Dr. opened the discussion. Tunde Akanni said clickbait is the digital equivalent of sensationalism in traditional media. “Just as tabloids use exaggerated headlines to sell newspapers, online platforms use similar tactics to attract attention.” However, he warned that the rapid shift to digital-first consumption increases risks and requires viewers to develop “digital literacy” to distinguish credible content from exaggerated claims.

Mary Edoro highlighted the pressures media organizations face to stay relevant in a fast-paced, attention-driven environment. “For the Y generation who grew up with traditional media, digital platforms need to attract attention quickly. “Clickbait takes advantage of this need for instant engagement but often sacrifices context and depth,” he explained.

Why is Media Turning into Clickbait?

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

“Clickbait increases traffic, but does not build loyalty,” IK said. “Audiences are now more digitally savvy and can see through exaggerated claims. “When they feel they have been misled, they quickly bounce back, which leads to high bounce rates and low retention rates.” He emphasized that building meaningful, long-term connections with the target audience requires more than flashy headlines, it requires trust.

Navigating Clickbait Trap in Video Content

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

Creators face immense pressure to “stop the scroll,” often resorting to sensationalist tactics. However, Chidi emphasized that originality will win in the long run. “Creators who prioritize meaningful content build loyal communities, even as their engagement slows down. It’s about finding a balance between attracting attention and maintaining credibility.”

Creating Ethical Participation Strategies

As the conference progressed, the conversation shifted to solutions. Dr. Moderation is key, Akanni said: “Clickbait is not inherently bad; depends on how it is used. Ethical content creation means balancing attention-grabbing tactics with realistic storytelling.”

IK Nwosu suggested a shift towards community building strategies. “Mass media are weakening; “Societies are the future,” he said. Platforms like TikTok, newsletters, and niche social groups allow creators to connect with smaller, more engaged audiences who value authenticity over sensationalism.

Mary Edoro encouraged media organizations to educate their audiences on media literacy. “While individuals have a responsibility to discern trustworthy content, media organizations also need to 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 environment. While clickbait may offer quick wins, it often comes at the cost of the audience’s trust. The solution lies in balancing ethics with interaction, building communities, and promoting digital literacy.

I summarized by emphasizing the need for digital media to build credibility. I said: “The media landscape is changing, and we all have a role to play – creators, platforms and audiences. Together, we can create a digital environment where engagement doesn’t compromise credibility.”