We all know clickbait — “content whose main purpose is to encourage visitors to click on a link to a particular webpage” — doesn’t help in growing audiences.
When you see headlines such as “you won’t believe what this man did,” you’re more likely to click away than be tempted to find out more. What’s more, if you do end up clicking through and find that the content doesn’t deliver on the promise of the headline, you’re not going to revisit that site.
Additionally, a larger problem with clickbait is that it rapidly inflates audience sizes, contributing to an oversupply of ad impressions at a time when audience attention, and advertising budgets are both finite resources.
This scheme is about monetizing ads at low value and mass quantity — all at the expense of building a loyal, engaged audience.
There are however 4 key metrics can help publishers achieve the goal of audience building and also ensure audience engagement and loyalty, setting the table for higher CPMs organically. Increased loyalty and engagement help to develop trust with an audience, which paves the way for new revenue streams as well.
These are just a few of the metrics that can help you make sense of your data and what it means for your audience development.