The digital age has changed the way we consume information. Platforms like TikTok, Instagram, LinkedIn, and X (formerly Twitter) have transformed how media outlets engage with their audiences. In this race for attention and advertising revenue, some media outlets have resorted to a tactic known as clickbait.
In this new reality, media outlets are under immense pressure to capture audience attention, often resorting to clickbait tactics to compete for views, likes, and advertising revenue. While this strategy can drive short-term engagement, it risks undermining long-term trust and credibility. Clickbait—designed to lure audiences with sensationalised headlines and incomplete information—has become commonplace in today’s media landscape.
From exaggerated captions on Instagram to misleading headlines on news blogs, clickbait thrives on curiosity but often leaves audiences disappointed. To address this pressing issue, I organised a virtual conference titled “ Engaging Your Audience Without Relying on Clickbait” as part of my commitment as an MSc Media and Communication student at Pan-Atlantic University. The event brought together industry experts, including Mary Edoro , Chief of Staff and Head of Strategy at BellaNaija; IK Nwosu , Managing Editor at OkayAfrica; Chidi Chinwetalu , Program Manager at TikTok; and Dr.
Tunde Akanni , Associate Professor of Journalism at Lagos State University, to discuss ethical ways to engage audiences without sacrificing credibility. The.