American Marketing Association Professional Certified Marketer (PCM) Content Marketing Practice Exam

What is a primary issue with clickbait headlines?

1. Both of these answers

2. Neither of these answers

3. The articles can't live up to the drama they promised.

4. An untrustworthy headline signals unreliable content.

The correct answer is: Both of these answers

Clickbait headlines are designed to entice readers to click on a link by creating a sense of urgency, drama, or curiosity. However, a primary issue with these types of headlines is that they often fail to deliver on the expectations they set. When an article cannot live up to the drama promised in the headline, it leads to reader disappointment and frustration. This disconnect can result in a loss of trust between the content creator and the audience. Additionally, an untrustworthy headline can signal that the content may be unreliable or low-quality. When readers feel misled by a sensationalized headline, they may question the credibility of the source and be less likely to engage with future content from that provider. This not only impacts the reputation of the content creator but can also affect the broader perception of the media they represent. Thus, both factors—articles not living up to the drama and untrustworthy headlines signaling unreliable content—highlight the fundamental problems associated with clickbait headlines. These issues collectively contribute to a negative experience for the audience and undermine the effectiveness of content marketing strategies. Therefore, acknowledging both aspects provides a comprehensive understanding of the challenges presented by clickbait.