Clickbait: good or bad?

Many young people know of prominent YouTube personality, David Dobrik. He is will known for his crazy stunts, giveaways and jokes in his four minute 20 second long videos. Something that David Dobrik is also known for is the "clickbait" on the titles of his YouTube videos. The definition of clickbait is "(on the Internet) content whose main purpose is to attract attention and encourage visitors to click on a link to a particular webpage."

As a part of his clickbait brand that he has created, David Dobrik works with brands to give gifts to his friends such as cars, vacations or even sums of money. In a recent interview with Men's Health, David mentioned that he has found it most beneficial to do content marketing this way because his fans still appreciate it and enjoy the videos without feeling like he has too many sponsored videos.

This is an example of good influencer marketing. David knows what his subscribers want to see and he works with it in a way that is mutually beneficial. Instead of having disruptive ads in his videos, he curates them to be entertaining and thoughtful. He markets his videos using clickbait that will get him more views, but never lies in the titles. David also takes the time to interact with his fans and give back to them as well. People admire him for this and that is where a lot of his fan loyalty comes from. In the video below, David surprises a fan with money for her college tuition.

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