Ukuba uchithe naliphi na ixesha kwi-intanethi, kunokwenzeka ukuba ubone amanqaku kunye nemifanekiso enezihloko ezinje ngale mizekelo ingentla. Zisampulu nje encinci yento eyaziwa ngokuba kukuchofoza.
I-Clickbait yintloko ye-tabloid ekhuthaza ukuba ucofe kwikhonkco kwinqaku, kumfanekiso, okanye kwividiyo. Endaweni yokubonisa iinyani ezichanekileyo, izihloko eziphambili zokuchofoza zihlala zibhengeza iimvakalelo zakho kunye nomnqweno wakho wokufuna ukwazi. Nje ukuba ucofe, iwebhusayithi ebamba ikhonkco ifumana ingeniso evela kubathengisi, kodwa owona mxholo uhlala ungumgangatho ongathandabuzekiyo kunye nokuchaneka. Iiwebhusayithi zisebenzisa i-clickbait ukutsalela kunqakrazo oluninzi kangangoko kunokwenzeka, oko ke kunyusa ingeniso yabo yentengiso.
Ngelixa iintloko zetabloid kunye nomxholo zisetyenzisiwe ukusukela kwinkulungwane ye-XNUMX, ziye zaba yinto ephambili kwihlabathi ledijithali. Nangona isekwe kwimbono yakudala, i-clickbait isasebenza ngenjongo enye neyandulelayo: ukutsala umdla nangayiphi na indlela eyimfuneko.
Yintoni i-Clickbait ngokwenene?
Ukubeka ngokulula, "ucofebait" sisiqulatho esenziwe ngenjongo okanye esichazwe gwenxa ngenjongo yokutsala abasebenzisi kwiwebhusayithi ethile. I-Clickbait ngokubanzi itsalela abasebenzisi ngesihloko esikhawulezileyo nesishukumisayo, esifana "awusoze uyikholelwe" okanye "ngekhe uqikelele ukuba kwenzeke ntoni emva koko," kodwa emva koko usilele ukuhlangabezana nolindelo lomsebenzisi.
Olunye lweentlobo ezithandwayo "zomxholo wokucofa" kukuvelisa "uluhlu" oluhlanganisa umxholo kwezinye iisayithi ukutsala abasebenzisi abaninzi kwisiza.
Unqakrazo ngalunye kunye nokujonga inqaku lomthombo kuhlala kuvelisa ingeniso esekwe kwintengiso yeposi. Okukhona ucofa inqaku xa lifumana, kokukhona ingeniso iya kufumana. Ngesi sizathu, i-clickbait yenzelwe ukutsala abafundi abaninzi kwaye kunqabile ukuba isebenzise izikhokelo ezisemgangathweni kunye nemithombo yophando. Amanye amanqaku e-clickbait aya kusebenzisa inani elikhulu lemifanekiso okanye iiklip zevidiyo ezisasazwe kumaphepha amaninzi ukwandisa inani labacofwayo. Iphepha ngalinye kwi "clickbait" liya kuba neentengiso ezininzi.
Kodwa iyaqhubeka ngakumbi kwinto yokuba oku kuthetha ukuthini oku. Kuba ngokwenyani, awungekhe ulibale ngalo mzuzu ungqo yokwazi ukuba yintoni i-Clickbait, yeyiphi na into eyahlukileyo kuleyo siyibonileyo ukuza kuthi ga ngoku. Ke, ngaphambi kokuba singene ekusebenzeni kweqhosha, masilichaze. Ndiyayithanda ingcaciso yeMerriam-Webster ngcono kunenguqulo yeWikipedia. I-MW ichaza iqhosha lokucofa njenge: "Into (njengesihloko) eyilelwe ukwenza abafundi bafune ukucofa kwi-hyperlink, ngakumbi xa ikhonkco likhokelela kumxholo wexabiso elithandabuzekayo okanye umdla."
Ngamanye amaxesha iqhosha lokucofa lifana nesithiyelo kunye nokutshintsha. Oko kukuthi, sifunda isihloko esithandekayo okanye ikhonkco, cofa kuyo, kuphela ukuze sizifumane singene kwintengiso. Uninzi lweebhothiba "zexabiso elithandabuzekayo" ezahlukeneyo. Kukho umxholo xa sicofa kwikhonkco, kodwa isongelwe kakhulu kwiintengiso. Ke ngoko, inqaku okanye ividiyo eneneni ngumtsalane osibhengeza kwintengiso, eyinjongo yokwenyani yomxholo. Xa abantu aboneleyo bachanekile kwiintengiso, kuyakubakho ipesenti yethu eba ngabathengi beemveliso ezithengiswayo. Kwakhona, siyazi ukuba le modeli "clickbait" isebenza kakuhle ngokwaneleyo ukuba ukuba ibingenjalo, ngekhe ibekhona. Yimveliso yongxowankulu kaDarwin.
I-Clickbait isitsala njani?
Akukho mpendulo ilula kulo mbuzo, kodwa siza kugubungela esinye sezizathu zokuba kutheni kubonakala ngathi asichasani nokucofa iqhosha. Abantu bayatsalwa ukuba bafune ulwazi kwihlabathi lethu kuba linexabiso lokusinda. Sikhangela ulwazi ngendlela efanayo naleyo babekhangela ngayo ukutya. Oku "kudityanisiwe" kuthi. I-Clickbait isithembiso sokuba ulwazi olungakholekiyo, oluvuselelayo okanye olothusayo luya kutyhilwa ukuba sicofa nje kwikhonkco.
Inkqubo yethu yomvuzo we-dopamine iyabandakanyeka kwinkuthazo yethu yokufunda malunga nehlabathi lethu. I-Dopamine, ihomoni, iyabandakanyeka kulonwabo, kodwa inemisebenzi emininzi. Nangona oku ngokuqinisekileyo kulungisiwe kwaye kunokuba bubuchwephesha kakhulu, kukho umzimba wophando ocebisa ukuba i-dopamine ikhuthaza indlela yokuziphatha ngakumbi ngomnqweno (obizwa ngokuba sisikhuthazo somzimba) kunokunambitha. Ngokwenyani, i-dopamine yenza itch efuna ukukrwitshwa.
I-Clickbait isebenza, ngokuyinxenye, kuba isithembiso sokunyanzelwa kolwazi sisebenzise indlela ethile ye-dopamine. I-Dopamine ikhutshiwe kwaye idala oko kurhawuzelela okunokukhuhla kuphela ngokufumana ulwazi oluthenjisiweyo. Ukuluma ikhonkco (Oko kukuthi, ukufumana ulwazi) akusiniki ulonwabo olukhulu. Isinika isiqabu kolo "kurhawuzelela" kokunga nqakrazi kwikhonkco. Ngale ndlela, inokuthathelwa ingqalelo njengohlobo lokuqiniswa okungalunganga.
"Iziphumo zeVasgas"
Enye indlela ekucofa ngayo i-clickbait kukudibanisa amanqanaba enkqubo yokukhuthaza. Oku ngamanye amaxesha kwaziwa njenge "Isiphumo seLas Vegas" ngenxa yokuba iinkqubo zokunyusa amanqanaba zibandakanyeka ekungcakazeni. Ndabhloga malunga "neVegas Isiphumo" sezikrini zethu kwingxoxo yokuba kutheni izikrini kunokuba nzima ukuzichasa.
Ezo zihloko "zonqakrazo" zisenza ukuba sibe nomdla wokubona okungaphaya kwekhethini, ukutsho njalo. Ukucaphula ngobuqili uForrest Gump, ocaphule kumama wakhe, "Ubomi bufana nebhokisi yeetshokholethi." Awunokwazi ukuba uza kufumana ntoni. Asazi ukuba ziya kothuka kanjani ezi mpendulo. Ngaba umlingisi wam oyintandokazi uya kumbi kangakanani? Ngoobani ababedlala iirock & roll drummers ngalo lonke ixesha? Kuya kufuneka ndazi ukuba kutheni le mitshato yodumo iphele ngesiquphe!
Izihloko eziphambili zeCofabait kunye nomxholo
Umxholo wenqaku lokucofa iqhosha lelona libalulekileyo. Izihloko eziphambili zeCofabait zihlala zibhalwa ngenjongo yokulawula iimvakalelo okanye ukufumana ingqalelo. Umzekelo, umxholo ungaphakamisa iimvakalelo ezinomsindo ("Uyakucaphuka yile nto yenzeke kule ntombazana"). Ezinye iindidi zebhokisi ecofwayo ziyilelwe ngobuqhetseba ukukhulisa umdla wabantu ("Le ndoda ifumene imvulophu evaliweyo. Awuyi kukholwa ukuba yintoni ngaphakathi!").
Amaxesha ngamaxesha, umxholo kunye nomxholo wokuqhafaza uyonwabisa, uyakhuthaza, okanye uyaphikisana kwindalo. Ezi ntlobo zezihloko, kunye nemifanekiso etsala amehlo kunye nokwabelana ngemidiya yoluntu kunye nokubeka izimvo, zizinto eziqhelekileyo zokucofa.
Ikhonkco eya kusetyenziswa ngabasebenzisi
Ukuba ufana nam, i-intanethi yindawo yam yokuphazamiseka. Ndiza kuhlala phantsi ndibhale inqaku elomileyo ngento efana nokuvela kweekhola zehempe ngexesha lenkulungwane ye-XNUMX, kwaye embindini wephepha eligqibeleleyo kuphando lwam, ndiza kubona ikhonkco elithembisa ukundithutha ndiphume kulento ikruqulayo kwaye uthuli lwehlabathi lwesitatshi kunye nezikhonkwane. Kwaye phambi kokuba ndiyazi, seziyure ezilishumi kwaye ndibukele iividiyo zethumba kwinduku yepogo. Ndiyathanda ukuyicinga njengempembelelo ye "Rabole Hole".
Ezinye iiwebhusayithi ziyazi kakuhle ukuba abantu "abafana nam" baphazamiseka lula, kwaye abantu banomdla, kwaye abantu baya kucofa phantse kuyo yonke into ukunqanda ukwenza umsebenzi "wokwenyani", kwaye bayayisebenzisa le nto.
Olunye unxibelelwano esilucofa kulo lunolwazi, luyonwabisa, kwaye luchanekile ... Ngelixa kusaphazamisa, kukho ezinye izinto ezilingayo ezingenaxabiso okanye ezingabalulekanga kwaye ziyilelwe ngokukodwa ukukusa kwiphepha kwaye likugcine apho ngonaphakade, ucofa ukuLinganisa iintloko emva kwenye… Oko kusizisa kwizihloko ezilingayo ngakumbi zokucofa, kwaye oku kukucofa iqhosha.
I-Clickbait yenye yezinto eziphazamisayo kwihlabathi esele liphazamisekile. Yonke imihla sihlaselwa lulwazi, imiyalelo yokucofa apha, okanye uthenge le nto kwaye ubale ukuba yeyiphi eyona nto iluncedo okanye enexabiso elithile eliya lisiba nzima. Ukongeza kobu bukho bedijithali bunengxolo, kukho ii-clickbait, izihloko ezimfutshane, ezinomdla ezenzelwe ukukuphazamisa kwaye zikwenze ukuba ufunde iphepha emva kwephepha elingenaxabiso kunye nolwazi olungelulo.
I-Clickbait isebenza kumgaqo olula, ugcwalise ukungabikho komdla. Oku kulula njengokubonisa into enomdla kwaye ithembisa ngokwoneliseka. Ngamanye amagama, ukuze uyiqonde ngcono ukusukela ngalo mzuzu uye phambili. I-Clickbait yindlela eyaziwayo yokubhala ikopi (kunye nokusetyenziswa gwenxa) efuna ukuvelisa ii-clicks okanye ingeniso ngezihloko ezithandekayo. Umsebenzisi, onomdla ngokwendalo, uwa ngeli qhinga ngokuphindaphindiweyo, kungoko igama, esele liguqulelwe amaxesha amaninzi njengo "cofa isithiyelo" okanye "icyberanzuelo".
Cofa ibha ngaphezulu kwengcaciso entsonkothileyo kuye wonke umntu
Ukuthengisa kakhulu yindlela yokuthengisa ekhuthaza abathengi ukuba bandise umndilili wokuthenga kwabo ngokuqhutywa yimpembelelo. Apho isitshixo kuphuhliso lwayo. Ukuthengisa umxholo kungokuvelisa ukugcwala. Ukuba awukwazi ukutsala iindwendwe kwindawo yakho, amathuba akho okuphumelela kwi-Intanethi awanakho ukubakho.
Nangona kunjalo, kule minyaka mibini idlulileyo, kuye kwakho amaza abathengisi kunye nabanini bamashishini abancinci abazama ukufumana indlela elula yokunyusa ukugcwala ngokuvelisa kunye nokukhuthaza oko kubizwa ngokuba yi 'clickbait'.
Xa isetyenziswe ngobulumko nangononophelo, ukucofa iqhosha kunokuba sisixhobo esisebenzayo sokuthengisa, kodwa kufuneka ulumke. Kwiimeko ezininzi, ucofebait yindlela yokupheka yentlekele.
Ukubeka ngokulula, "ucofebait" sisiqulatho esenziwe ngenjongo okanye esichazwe gwenxa ngenjongo yokutsala abasebenzisi kwiwebhusayithi ethile. I-Clickbait ngokubanzi itsalela abasebenzisi ngesihloko esikhawulezileyo nesishukumisayo, esifana "awusoze uyikholelwe" okanye "ngekhe uqikelele ukuba kwenzeke ntoni emva koko," kodwa emva koko usilele ukuhlangabezana nolindelo lomsebenzisi.
Olunye lweentlobo ezithandwayo "zomxholo wokucofa" kukuvelisa "uluhlu" oluhlanganisa umxholo kwezinye iisayithi ukutsala abasebenzisi abaninzi kwisiza.
Amanqaku e-Clickbait athambekele ekubeni ngaphantsi kwamagama angama-300 ubude, kwaye awubandakanyi izimvo zokuqala okanye umxholo. Endaweni yoko, zizishwankathelo zamabali amade okanye iividiyo ezifakwe ngaphakathi ezinokufunyanwa kwenye indawo, kwaye xa kuvavanywa akufuneki zihambelane nesihloko esingqameneyo okanye umzekelo.
Uninzi lwabanini bamashishini abancinci kunye neearhente zentengiso bayathanda ukusebenzisa i-clickbait kuba yindlela ekhawulezayo yokuvelisa ukugcwala kwiwebhu- kwaye inokwenza iziphumo. Uluhlu oluthile loshishino ngokukodwa lunokugcina abasebenzisi ixesha elininzi kunye namandla ukuzama ukongeza ulwazi kubo. Ukonyuka okulandelayo kwetrafikhi okwenziwa ngumxholo kunokuphucula ubukho besiza kwiinjini zokukhangela ngokumangalisayo. Ngokubanzi, lolo loyiso-lokuphumelela.
Kunzima ukuxelela ukuba ngaba ukugcwala kuguqulela ngokuthe ngqo kumanqanaba aphezulu okuguqula kunye nokwanda kwentengiso. Kodwa ukuba iinkampani zixhomekeke kakhulu kwi-clickbaiting, zihlala zibuya zizilume kakhulu.
Ingxaki ithembisa kakhulu kwaye iyahanjiswa, ngenxa yoko uninzi lwabathengi banokuzama ukunqanda oku xa kunokwenzeka. Emva kwayo yonke loo nto, akukho mntu uthanda ukuziva ngathi ulahlekisiwe okanye uchithe ixesha, ke ukuba uqala ukuthumela okanye ukukhuthaza ukucofa iqhosha rhoqo, uphawu lwakho lunokuba sisichasi esinetyhefu kulwazi olungathandabuzekiyo okanye ukulahleka kwemali.
Kwaye okubaluleke ngakumbi, unokuzibetha ngokwe-SEO.
Iinjini zokukhangela ezinje ngeGoogle zibandakanya uninzi lweekhrayitheriya kwii-algorithms zazo zokuvelisa iphepha labasebenzisi, kwaye enye yezo zinto ngumgangatho womxholo wewebhu. Rhoqo emva kweenyanga ezimbini, uGoogle ukhupha uthotho lohlaziyo olwenzelwe ukuvavanya ukucofa, ukuphinda umxholo, kunye neendaba ezingezizo, kwaye emva koko wohlwaya amaphepha kunye neewebhusayithi ezinxulumene nomxholo osemgangathweni osezantsi ngokubatyhalela ezantsi kumaphepha eziphumo.
Enye into ethathelwa ingqalelo ziinjini zokukhangela xa kubekwa indawo kwiindawo ezahlukeneyo linqanaba lokuncipha kwephepha lewebhu. Ukuba abasebenzisi bacofa iphepha, bachonga umxholo ukuba awunamsebenzi, kwaye kwangoko "bounce" kwisiza ngaphandle kokucofa elinye iphepha, uGoogle ngokubanzi ubeka loo ndawo njengengabalulekanga ngokwembono yomsebenzisi. Abasebenzisi abaninzi banokubuyisa umxholo ongenamsebenzi, kokukhona iwebhusayithi iya kusokola.
I-Facebook nayo ithathe amanyathelo ayo ngokuchasene ne-clickbait. Ihlobo lasehlotyeni, isigebenga semidiya yoluntu sakhupha uhlaziyo olutsha lwealgorithm oluchonga indawo yokuchofoza apho amashishini athumela khona, kwaye ethi ithi emva koko ithintele ezo zithuba ukuba zingabonakali kwiiNdaba zeNdaba zabasebenzisi.
Ngale nto engqondweni, kufanelekile ukucinga okwesibini ngaphambi kokubamba iqhosha lokucofa kwiwebhusayithi yeshishini lakho okanye wabelane ngalo kwimidiya yoluntu. Xa isetyenziswa kancinci nangokuyilayo, inokuvelisa ukugcwala kwabantu okuqinisekileyo okunokuqinisa ubukho bakho kwi-Intanethi. Le profayili inyusiweyo ihamba kunye nothotho lwezibonelelo ezingangqalanga.
Kodwa ukuthembela kakhulu kwi-clickbait kukwayindlela eqinisekileyo yomlilo yokwenzakalisa i-SEO yakho, ukuphulukana nabalandeli kwimidiya yoluntu, kunye nokungcolisa ukuthembela kwimpawu yakho. Ke ngoko, kufuneka ulumke. Ngamanye amaxesha kulungile ukuba ungatsiba kwi-bandwagon, kwaye ngaphandle kokuba ungumthengisi othembekileyo, oko kuthetha ukuba kufanelekile ukunqanda ukucofa.
Uyifumana phi i-clickbait?
Ungayifumana phantse naphi na kwi-Intanethi, nto leyo eyenza kube nzima ukuyiphepha. Izihloko eziphambili zeClickbait ziqhelekile kwiindawo ezinje ngemidiya yoluntu kunye neebhloko, ngelixa uninzi lwamagama amakhulu anjengeengxelo zemozulu kunye neearhente zeendaba zibonelela ngendawo yentengiso yomxholo wokucofa. Oku kuthetha ukuba kuya kufuneka ulumke ngaphambi kokucofa kwikhonkco, nokuba ukwiwebhusayithi esemgangathweni.
Ndingayibona njani?
Ngokwesiqhelo unokuyibona i-clickbait ngesihloko esinehlazo okanye umfanekiso, kodwa akusoloko kulula. Ngamanye amaxesha kunzima ukuchaza umahluko phakathi konqakrazo lwesithiyelo kunye nesihloko esisemthethweni. Emva kwakho konke, zonke iindaba zifuna ukufumana ingqalelo yakho.
Kukho izinto ezithile eziqhelekileyo ezisetyenziswa kumxholo wokucofa, njengeentloko ezingacacanga kunye nemifanekiso evumela ukucinga kwakho kusebenze ngokungalawulekiyo. Iqhosha lokuchofoza lisebenzisa ukothuka kunye nomsindo wokufumana ingqalelo, kunye noluhlu olunamanani. Amakhonkco amaninzi asebenzisa indibaniselwano yezi zinto ukutsala umdla wakho.
Nantsi indlela elula yokuxelela ukuba ujonga inqaku le-clickbait: Ukuba isihloko sikuxelela indlela oziva ngayo endaweni yokuvumela ukuba uphendule ngokwakho, mhlawumbi kukucofa.