Clickbait and Misleading Headlines (Media Literacy, E2)
By: Ogunleye Kolapo Olayemi
In the previous edition of this series, the focus was simple: Think before you share. The idea was quite clear. Not everything you see is true, and taking a moment to verify information can prevent the spread of misinformation. But what happens when the information is not entirely false? What happens when the issue is not the content itself, but the way it is presented?What if the headline is the main culprit here?
In today’s media space, headlines do more than introduce a story. They shape how the story is understood. For many people, the headline is the story. A large number of readers never go beyond it, many just skim through the headline and form their opinion based on it. This is exactly why headlines are often designed to do one thing above all else: grab attention.
This is even more evident on social media. Information now reaches people through WhatsApp broadcasts, X (Twitter) timelines, Instagram posts, and blogs, where a headline, often paired with an image, is all a reader sees before deciding whether to react or share. In many cases, that decision is made within seconds.
You may have likely come across headlines that promise something dramatic or urgent. Phrases like “You won’t believe what happened next,” “This will affect every student,” or “Shocking update on ASUU strike” are common, and especially deployed by bloggers to garner traffic. They create curiosity and urgency at the same time, pushing readers to click, react, or even share immediately. However, when the full story is read, it often turns out to be less dramatic, more limited in scope, or sometimes even misleading.This is what is commonly referred to as clickbait.
Clickbait is not always completely false. In many cases, it is built on a fragment of truth. However, that truth is often stretched, exaggerated, or presented in a way that attracts attention rather than accurately reflects the full story.
To better understand this, consider some common types of headlines that circulate in the Nigerian media space: “BREAKING: Federal Government Announces Immediate Ban on NYSC”. At first glance, this suggests a major national decision has already been made. However, the actual story may only discuss a proposal, a recommendation, or an ongoing debate about reforms. Another example is “ASUU Strike Begins Nationwide Next Week”. This creates urgency and panic. But in many cases, the report may simply be about a warning, a negotiation update, or a possibility, not a confirmed action.
In each of these cases, the issue is not that the story is entirely false. It is that the headline exaggerates, simplifies, or distorts the reality of the situation. A reader who does not read beyond the headline is left with a completely different understanding from what the full content actually presents.
To provide historical context, this practice is not new. Long before social media, newspapers competed for attention using what became known as yellow journalism, where bold and sensational headlines were used to attract readers, often at the expense of accuracy. Later, in the broadcast era, similar strategies appeared in the form of infomercials, which promised valuable or urgent information but were largely designed to persuade or attract attention.
Today, the same idea exists in digital form, but at a much faster pace and on a much larger scale. Online platforms reward attention. The more clicks a story gets, the more visibility and revenue it generates. As a result, headlines are often optimized not for accuracy, but for engagement.
Language also plays a key role. Words like “breaking,” “shocking,” “massive,” or “urgent” are often used to amplify reactions. While they are not always inaccurate, they are frequently used to make stories appear more dramatic than they really are. Over time, constant exposure to such language can shape perception. This can create the impression that everything is urgent and everything demands immediate reaction.
The popular Gen Z saying “info ló má gbé èèyàn fò” reminds us of the power of information. But that same information can mislead if it is not consumed carefully. This is why it is very important for readers to understand that being informed is not just about accessing information. It is about understanding how that information is packaged and presented. A headline is not the full story. It is only an entry point.
At this point, the same habits introduced in the previous edition still apply (here). But this time, with one more additional layer. Don’t fly with the headlines. Consider the source of the information. Look for verifiable evidence. Cross-check with other reliable platforms. Pay attention to context. Recognizing when a headline is designed more to attract attention than to inform is a key skill in media literacy.
In the next edition of this series, the focus will move from understanding clickbait to actively analysing it. Using real examples from blogs, news platforms, and social media, the discussion will break down how misleading headlines are constructed and how they influence interpretation. The aim is to move from awareness to practical analysis.
So the next time a headline grabs your attention, pause. Click and read for full context. And most importantly, do not let the headline do all the thinking for you.
