Talking about the weather is a common British trait, however recently it seems we are constantly having the ‘worse weather ever’ according to some media outlets, and it’s not just climate change that is to blame.
The media is well known for its sensationalists headlines, obviously designed to help sell newspapers. As the media increasingly transfers their focus to the digital age they are moving to a modern equivalent – Click Bait.
Click bait is described as ‘content, especially that of a sensational or provocative nature, whose main purpose is to attract attention and draw visitors to a particular web page.’ It is often a successful short term strategy in driving traffic to your website – however in the long term this tactic can diminish trust and damage your brand.
Back to the weather – as the headlines have shown this winter we have constantly been sold stories of impending doom, where often we have suffered from little more than what just is Winter.
And it is tempting to do this. I have seen that by sharing stories of impending doom about the upcoming weather these posts receive higher than normal rates of engagement and sharing. This in turn results in higher levels of organic views on Facebook as it’s algorythm sees these stories as interesting and shows them more often.
But is this a long term tactic for driving traffic? Maybe eventually people will wake up to the fact that many of the warnings simply don’t happen aka The Daily Express ‘Four Months of Heavy Snow’.
We can only hope that more people will realise and stop clicking these links, oh, and that the weather get’s better.