A couple things about clickbait headlines:

1. They work, in that people will actually click on the link to see the story.

2. They don’t work, because people don’t build an attachment to the source. They come, they see, they leave, they forget where they were.

So if you’re a media company selling the empty calories of pageviews, you’d be foolish not to use clickbait headlines.

If you’re a brand seeking to build a relationship with your audience, you should probably avoid them.