Episode Summary: SPECIAL SERIES: Hot Take: Clickbait is… | Bathroom Break #38 🚽

In this engaging episode of Bathroom Break, Daniel Murray from The Marketing Millennials teams up with Jay Schwetelson from the Do This, Not That podcast and SubjectLine.com to explore the controversial topic: Clickbait is Good. Released on January 13, 2025, this episode delves deep into the nuances of clickbait, distinguishing between its detrimental forms and its potential as a powerful marketing tool.

1. Introduction to the Episode

The episode kicks off with a light-hearted exchange between Daniel and Jay, blending personal anecdotes about meal planning and date nights with their professional insights. This friendly banter sets a relaxed tone, making complex marketing concepts more approachable for listeners.

2. Clickbait: A Valuable Marketing Tool

A. Redefining Clickbait (02:24)

Daniel initiates the core discussion by challenging the negative connotations associated with the term "clickbait." He emphasizes that while the term often implies misleading or irrelevant content, effective clickbait—which he prefers to term as aggressive hooks—can be a legitimate strategy to capture attention.

Daniel Murray [02:24]: "The word clickbait has got a bad rap. It shies marketers away from doing actions that they should be doing to get people to open the emails, watch their videos, read their LinkedIn posts. But it works. It's part of a human's psyche that it works. So you should lean into it."

B. Differentiating Effective Hooks from Spammy Clickbait (03:22)

Jay concurs, agreeing that not all forms of clickbait are created equal. He categorizes fake reply subject lines and deceptive headlines as "total garbage," unsuitable for reputable marketing. Instead, he advocates for using aggressive yet honest hooks that entice the audience without misleading them.

Jay Schwetelson [04:26]: "When I say clickbait is good, it does not mean I'm a fan of the fake reply subject lines... I'm really talking about aggressive hooks, especially in your subject lines."

3. Practical Strategies and Insights

A. Crafting Effective Email Subject Lines (05:04)

Daniel introduces statistics indicating that negative hooks in email subject lines can be up to three times more effective than positive ones. This insight leverages human curiosity and the innate desire to avoid negative outcomes.

Daniel Murray [05:04]: "A negative subject line, a negative hook is actually three times more effective than something positive. It's just the human nature to open that email."

He underscores the importance of capturing attention, referencing Adam Ryan, the founder of Work Week, who believes that "the number one goal in marketing is to get attention, whether you like it or not."

B. Enhancing LinkedIn Video Performance (06:05)

Jay discusses the evolving landscape of LinkedIn, highlighting its shift towards a TikTok-like format where vertical videos dominate. He points out the necessity of incorporating written hooks directly within videos to compensate for the reduced visibility of accompanying text.

Jay Schwetelson [06:05]: "When you see a video, a vertical video on LinkedIn... you need the hook to be written on the actual screen to start the video."

C. Testing Hooks with Instagram Reels (06:48)

Daniel shares a cutting-edge technique utilizing Instagram's new feature that allows marketers to test different hooks with a non-follower group before a full-scale launch. By experimenting with various thumbnails and written hooks, marketers can identify the most effective strategies to engage their audience.

Daniel Murray [07:46]: "Instagram just released a new feature that you can trial your reels with a non-follower group before you post it to everybody else... so you can test different hooks."

4. Conclusion and Key Takeaways

As the episode wraps up, both hosts reiterate their stance that aggressive hooks—when used ethically—are indispensable tools in a marketer's arsenal. They encourage listeners to move beyond mundane subject lines and social media posts to differentiate their content in a crowded marketplace.

Jay Schwetelson [07:46]: "But when I say clickbait is good, I'm really talking about aggressive hooks... they need to get the email open."

The conversation seamlessly transitions back to their personal lives, reinforcing the podcast's blend of professional insights with relatable content. This balance ensures that listeners not only gain valuable marketing knowledge but also enjoy an entertaining listening experience.

Notable Quotes with Timestamps

• Daniel Murray [02:24]: "The word clickbait has got a bad rap... But it works. It's part of a human's psyche that it works."

• Jay Schwetelson [04:26]: "I'm really talking about aggressive hooks, especially in your subject lines... they're the start of your social media, a video, the first few words that you're saying."

• Daniel Murray [05:04]: "A negative subject line, a negative hook is actually three times more effective than something positive."

• Jay Schwetelson [06:05]: "You need the hook to be written on the actual screen to start the video."

• Daniel Murray [07:46]: "You can test different hooks... see which one works better, and then let the one that's succeeding go to their followers."

Final Thoughts

This episode of Bathroom Break offers a thought-provoking perspective on clickbait, transforming it from a disparaged tactic to a strategic tool when employed with integrity. Daniel and Jay's collaboration provides actionable insights, encouraging marketers to harness the power of effective hooks to capture and retain their audience's attention.

For more in-depth discussions and marketing strategies, be sure to follow The Marketing Millennials on LinkedIn and Instagram, and join the conversation through their newsletter.