There seems to be a backlash against clickbait in content units at the moment.

Publishers’ Reputations, Not Just Money, At Stake in Content Suggestion Battle

“Publishers’ reputations, not just money, at stake in content suggestion battle” said Ryan Singel.

“The most notable expression of annoyance came from Marc Andreessen, the prominent venture capitalist, who also happens to have invested in digital publications such as Business Insider and PandoDaily. Any serious publishers “should be shot” for using related content links, he wrote, because they degrade the user experience and the advertiser experience. They are a “part of the ‘race to the bottom’ pervading Internet content,” he added, noting that the income they bring in is a short-term substitute for building a long-term quality business.

There’s no amount of money that justifies that crap appearing on our pages,” PandoDaily editorial director Paul Carr wrote. ”

Said Forbes

The Verge content marketing

“Sleazy tabloid links have taken over the web” said The Verge.

“You all know the links he’s talking about. You’re reading an article about Crimea and the site is suggesting you read an article about getting “bikini ready” next.  “

“You all know the links he’s talking about. You’re reading an article about Crimea and the site is suggesting that you read an article about getting “bikini ready” next.” Said EContent.

Medium Content Links

 

“Those F%#&!ng content links” Said Medium.

 “I’m not suggesting that it doesn’t generate cash or offer data, but it’s not the kind of linkbait that raises brand value”

“I’m not suggesting that it doesn’t generate cash or offer data, but it’s not the kind of linkbait that raises brand value.” Said Rob Mills @ Medium.

The Financial Times - relevance

“After reading the latest news on the probe into the missing Malaysia Airlines flight MH370 on CNN’s website, would you like to find out about “four ways to run faster, reach your goals and look great”? Asked The Financial Times.

Clickbait - Adexchanger

“It goes something like this: While scrolling through the latest coverage on Syria, or doing research on a work project, you reach the end of an article, only to be greeted with the latest tabloid news about Kim Kardashian. With its teasing photo and promise of outrageousness, it takes all your willpower to resist. ” Said AdExchanger.

Facebook click bait

Now Facebook has shown up many publishers by taking the lead, they said “80% of the time people preferred headlines that helped them decide if they wanted to read the full article before they had to click through” whilst announcing they would crackdown on click-bait.

At dianomi we believe that the context of content is important. For the user. For the brand of the publisher. And for the advertiser.

Read more about context, performance and ROI.