{"id":60064,"date":"2020-11-11T10:10:55","date_gmt":"2020-11-11T09:10:55","guid":{"rendered":"https:\/\/blog.euncet.com\/?p=60064"},"modified":"2023-06-13T09:59:46","modified_gmt":"2023-06-13T07:59:46","slug":"que-es-clickbait-engagement-bait","status":"publish","type":"post","link":"https:\/\/www.euncet.com\/blog\/ca\/que-es-clickbait-engagement-bait\/","title":{"rendered":"Clickbait i engagement bait: qu\u00e8 s\u00f3n i quins s\u00f3n els seus pros i contres"},"content":{"rendered":"<p>\u00abEl que llegir\u00e0s a continuaci\u00f3 et sorprendr\u00e0\u00bb. \u00ab5 motius pels quals menjar llimona al mat\u00ed\u00bb. \u00ab3 motius pels quals no has de menjar llimona al mat\u00ed\u00bb. S\u00ed. Aix\u00f2 et resulta familiar, per\u00f2 no t\u2019amo\u00efnis. En el seg\u00fcent article, coneixer\u00e0s qu\u00e8 \u00e9s aquest fenomen, conegut com a clickbait, que envaeix les nostres xarxes i portals web i com lluitar contra ell.<\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">\u00cdNDEX DE CONTINGUTS<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #222222;color:#222222\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #222222;color:#222222\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.euncet.com\/blog\/ca\/que-es-clickbait-engagement-bait\/#Que_es_el_clickbait\" >Qu\u00e8 \u00e9s el clickbait?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.euncet.com\/blog\/ca\/que-es-clickbait-engagement-bait\/#Pero_com_podem_identificar_el_contingut_que_utilitza_el_clickbait_de_forma_poc_honesta\" >Per\u00f2, com podem identificar el contingut que utilitza el clickbait de forma poc honesta?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.euncet.com\/blog\/ca\/que-es-clickbait-engagement-bait\/#Pros_i_contres_dutilitzar_clickbait\" >Pros i contres d&#8217;utilitzar clickbait<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.euncet.com\/blog\/ca\/que-es-clickbait-engagement-bait\/#Engagement_bait_cacadors_de_reaccions\" >Engagement bait, ca\u00e7adors de reaccions<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.euncet.com\/blog\/ca\/que-es-clickbait-engagement-bait\/#Tipus_dengagement_bait\" >Tipus d&#8217;engagement bait<\/a><\/li><\/ul><\/nav><\/div>\n\n<p>Segueix llegint per saber qu\u00e8 \u00e9s el clickbait i l&#8217;engagement bait!<\/p>\n<h2><img fetchpriority=\"high\" decoding=\"async\" class=\"size-full wp-image-47063 aligncenter\" src=\"https:\/\/blog.euncet.com\/wp-content\/uploads\/2020\/11\/Que-es-el-clickbait.jpg\" alt=\"\" width=\"750\" height=\"300\" srcset=\"https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2020\/11\/Que-es-el-clickbait.jpg 750w, https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2020\/11\/Que-es-el-clickbait-300x120.jpg 300w, https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2020\/11\/Que-es-el-clickbait-80x32.jpg 80w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><\/h2>\n<h2><span class=\"ez-toc-section\" id=\"Que_es_el_clickbait\"><\/span>Qu\u00e8 \u00e9s el clickbait?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>El clickbait o &#8220;\u00abesquer de clicks\u00bb&#8221; \u00e9s una pr\u00e0ctica <strong>utilitzada pel m\u00e0rqueting digital<\/strong> per aconseguir que <strong>l&#8217;usuari faci clic a una not\u00edcia gr\u00e0cies a un titular que capti la seva atenci\u00f3<\/strong>, ja sigui per b\u00e9 o per mal. Els t\u00edtols solen ser <strong>cridaners <\/strong>per induir l&#8217;usuari que es decideixi per aquest contingut. Molts aconsegueixen el clic generant incertesa amb titulars ambigus o amb preguntes obertes.<\/p>\n<p>Per a molts blogs i p\u00e0gines web informatives, <strong>\u00e9s la manera de guanyar diners<\/strong>. Ajuden a <strong>augmentar el tr\u00e0nsit web<\/strong> i, per tant, a <strong>vendre espais publicitaris<\/strong>. Encara que sigui una forma m\u00e9s d&#8217;aconseguir monetitzar les p\u00e0gines web, <strong>genera molta controv\u00e8rsia<\/strong>. Molts mitjans tradicionals s&#8217;han distanciat del clickbait i fins i tot <strong>Facebook ha modificat l&#8217;algoritme<\/strong> que organitza l&#8217;ordre de les publicacions per penalitzar aquest tipus de contingut.<\/p>\n<p>La majoria dels mitjans o p\u00e0gines que utilitzen el clickbait nom\u00e9s busquen beneficis, <strong>sense importar que el lector es decep perqu\u00e8 el contingut no li aporti valor afegit<\/strong> o que els anunciants no obtinguin l&#8217;impacte esperat i vegin perjudicada la seva imatge corporativa.<\/p>\n<p>Alguns ho comparen amb la pesca: <strong>el titular seria l&#8217;ham i l&#8217;usuari el peix<\/strong>. I \u00e9s que, <strong>com m\u00e9s atractiu sigui el titular, m\u00e9s opcions hi ha que generi inter\u00e8s i sigui compartit<\/strong>. El problema ve quan el titular promet m\u00e9s del que despr\u00e9s ofereix el seu contingut.<\/p>\n<h2><img decoding=\"async\" class=\"size-full wp-image-47040 aligncenter\" src=\"https:\/\/blog.euncet.com\/wp-content\/uploads\/2020\/11\/como-podemos-identificar-el-contenido-que-utiliza-el-clickbait-de-forma-poco-honesta-1.jpg\" alt=\"c\u00f3mo podemos identificar el contenido que utiliza el clickbait de forma poco honesta\" width=\"750\" height=\"300\" srcset=\"https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2020\/11\/como-podemos-identificar-el-contenido-que-utiliza-el-clickbait-de-forma-poco-honesta-1.jpg 750w, https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2020\/11\/como-podemos-identificar-el-contenido-que-utiliza-el-clickbait-de-forma-poco-honesta-1-300x120.jpg 300w, https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2020\/11\/como-podemos-identificar-el-contenido-que-utiliza-el-clickbait-de-forma-poco-honesta-1-80x32.jpg 80w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><\/h2>\n<h2><span class=\"ez-toc-section\" id=\"Pero_com_podem_identificar_el_contingut_que_utilitza_el_clickbait_de_forma_poc_honesta\"><\/span>Per\u00f2, com podem identificar el contingut que utilitza el clickbait de forma poc honesta?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ol>\n<li><strong>Reacci\u00f3 emocional o curiositat. <\/strong>A trav\u00e9s del titular busquen remoure les emocions del lector o crear curiositat. Per aix\u00f2, entre els temes que m\u00e9s utilitzen hi ha nens, animals o malalties.<\/li>\n<li><strong>Titulars sensacionalistes.\u00a0<\/strong>Solen tenir un mateix patr\u00f3 per als titulars. Frases com &#8220;Els 10 millors x. El n\u00famero 6 et far\u00e0 plorar&#8221; o &#8220;Aquest home va sortir a passejar i no et creur\u00e0s el que li va passar&#8221; s\u00f3n t\u00edpics dels mitjans o p\u00e0gines que utilitzen la t\u00e8cnica del clickbait.<\/li>\n<li><strong>\u00das de l&#8217;imperatiu i del vocabulari propi d&#8217; internet.<\/strong> Sovint utilitzen la forma verbal de l&#8217;imperatiu per despertar la curiositat i fan servir paraules pr\u00f2pies de l&#8217;entorn digital com &#8220;WOW&#8221; o &#8220;LOL&#8221;. Un exemple de titular t\u00edpic \u00e9s &#8220;OMG! No ho facis sota cap circumst\u00e0ncia&#8221;.<\/li>\n<li><strong>Retar el lector. <\/strong>Hi ha titulars que provoquen reptes al lector. Aquest recurs sol generar molt inter\u00e8s entre els usuaris.<\/li>\n<\/ol>\n<p><img decoding=\"async\" class=\"size-full wp-image-47051 aligncenter\" src=\"https:\/\/blog.euncet.com\/wp-content\/uploads\/2020\/11\/Pros-y-contras-de-utilizar-clickbait.jpg\" alt=\"Pros y contras de utilizar clickbait\" width=\"750\" height=\"300\" srcset=\"https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2020\/11\/Pros-y-contras-de-utilizar-clickbait.jpg 750w, https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2020\/11\/Pros-y-contras-de-utilizar-clickbait-300x120.jpg 300w, https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2020\/11\/Pros-y-contras-de-utilizar-clickbait-80x32.jpg 80w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Pros_i_contres_dutilitzar_clickbait\"><\/span>Pros i contres d&#8217;utilitzar clickbait<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Encara que es tracti d\u2019una pr\u00e0ctica pol\u00e8mica, pot reportar beneficis o perjudicar la marca segons el seu \u00fas:<\/p>\n<h3><b>CONTRAS<\/b><\/h3>\n<p>Quan s\u2019utilitza clickbait en contingut de baixa qualitat pot implicar:<\/p>\n<ul>\n<li><strong>Titulars sensacionalistes<\/strong> amb contingut que no aporta valor.<\/li>\n<li>Taxa de <strong>rebot alta<\/strong>.<\/li>\n<li><strong>Penalitzacions<\/strong> de Google.<\/li>\n<li>Perjudica la imatge de marca (<strong>deteriorament del Branding<\/strong>).<\/li>\n<li>El <strong>temps de perman\u00e8ncia en els continguts disminueix<\/strong><\/li>\n<\/ul>\n<h3><b>PROS<\/b><\/h3>\n<p>Si s&#8217;utilitza amb responsabilitat i comprom\u00eds en l&#8217;estrat\u00e8gia de continguts pot servir per:<\/p>\n<ul>\n<li>Potenciar els missatges publicats en xarxes socials, i aix\u00ed <strong>generar m\u00e9s tr\u00e0nsit<\/strong> a la p\u00e0gina web.<\/li>\n<li><strong>Captar<\/strong> l&#8217;atenci\u00f3 dels usuaris en les miniatures i t\u00edtols dels v\u00eddeos del canal de YouTube, i aix\u00ed <strong>posicionar millor el perfil<\/strong> a la plataforma.<\/li>\n<li>Millorar els <strong>assumptes dels mails fent-los atractius<\/strong>, millorant aix\u00ed l&#8217;estrat\u00e8gia de newsletters.<\/li>\n<li>Millorar el SEO i el SEM. A m\u00e9s de potenciar la recerca org\u00e0nica amb titulars que responguin a les recerques dels usuaris, l&#8217;\u00fas del clickbait de forma &#8220;honesta&#8221; tamb\u00e9 es pot <strong>aplicar a les campanyes de pagament<\/strong>. Un anunci potent amb t\u00edtols adequats pot fer que <strong>augmentin les opcions de conversi\u00f3<\/strong> dels usuaris.<\/li>\n<\/ul>\n<h2><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-47037 aligncenter\" src=\"https:\/\/blog.euncet.com\/wp-content\/uploads\/2020\/11\/Engagement-bait-cazadores-de-reacciones.jpg\" alt=\"Engagement bait cazadores de reacciones\" width=\"750\" height=\"300\" srcset=\"https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2020\/11\/Engagement-bait-cazadores-de-reacciones.jpg 750w, https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2020\/11\/Engagement-bait-cazadores-de-reacciones-300x120.jpg 300w, https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2020\/11\/Engagement-bait-cazadores-de-reacciones-80x32.jpg 80w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><\/h2>\n<h2><span class=\"ez-toc-section\" id=\"Engagement_bait_cacadors_de_reaccions\"><\/span>Engagement bait, ca\u00e7adors de reaccions<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><strong>L&#8217;engagement bait i el clickbait comparteixen objectiu: atraure i generar interaccions<\/strong>. Ara b\u00e9, l&#8217;engagement bait \u00e9s <strong>popular en xarxes socials<\/strong> com Instagram, Facebook o Linkedin, entre d&#8217;altres.<\/p>\n<p>A difer\u00e8ncia del clickbait&#8217;, l&#8217;engagement bait no redirigeix a altres p\u00e0gines web, sin\u00f3 que <strong>mant\u00e9 la interacci\u00f3 a la mateixa xarxa social<\/strong>. A m\u00e9s, tampoc es caracteritza per ser un recurs subtil. Evoca directament amb <strong>ordres clares per aconseguir aquestes interaccions<\/strong> que facin que les publicacions posicionin millor en els feed de les diferents xarxes socials.<\/p>\n<h2><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-47043 aligncenter\" src=\"https:\/\/blog.euncet.com\/wp-content\/uploads\/2020\/11\/Tipos-de-engagement-bait.jpg\" alt=\"Tipos de engagement bait\" width=\"750\" height=\"300\" srcset=\"https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2020\/11\/Tipos-de-engagement-bait.jpg 750w, https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2020\/11\/Tipos-de-engagement-bait-300x120.jpg 300w, https:\/\/www.euncet.com\/blog\/wp-content\/uploads\/2020\/11\/Tipos-de-engagement-bait-80x32.jpg 80w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><\/h2>\n<h2><span class=\"ez-toc-section\" id=\"Tipus_dengagement_bait\"><\/span>Tipus d&#8217;engagement bait<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Existeixen <strong>5 tipus d&#8217;engagement bait<\/strong> en funci\u00f3 de les accions que requereixin aquestes interaccions:<\/p>\n<ol>\n<li style=\"list-style-type: none;\">\n<ol>\n<li><strong>Tag bait.\u00a0<\/strong>Etiquetar un o m\u00e9s amics sol ser una cosa molt recorreguda en publicacions sense contingut de valor o en sortejos. \u00c9s un recurs perqu\u00e8 la marca arribi a un altre tipus de p\u00fablic al qual no impacta la publicitat que s&#8217;est\u00e0 fent.<\/li>\n<li><strong>Share bait.\u00a0<\/strong>Com ja passa amb el tag bait, el share bait \u00e9s un mecanisme m\u00e9s per visibilitzar la marca aprofitant el cercle de contacte dels usuaris convidant a compartir el post. Sol utilitzar-se en concursos o directament per demanar col\u00b7laboraci\u00f3 en la promoci\u00f3 del compte. En contingut com el que es pot publicar a Instagram o Facebook sol compartir-se per afinitat.<\/li>\n<li><strong>Vote bait.\u00a0<\/strong>M\u00e9s propi de Facebook i Linkedin, l&#8217;\u00fas de votacions mitjan\u00e7ant emoticons est\u00e0 bastant est\u00e8s. En funci\u00f3 de si t&#8217;agrada o disgusta, si s&#8217;est\u00e0 d&#8217;acord o si es prefereix x opci\u00f3 s&#8217;assigna un emoticona que ha d&#8217;utilitzar l&#8217;usuari per escollir una d&#8217;aquestes opcions. Serveixen com a vots per a la publicaci\u00f3.<\/li>\n<li><strong>React bait.\u00a0<\/strong>A difer\u00e8ncia del vote bait, quan el post incita a clicar a una reacci\u00f3 determinada es tracta d&#8217;un post que no aporta valor a l&#8217;usuari. \u00danicament busca la interacci\u00f3 amb algun titular cridaner que faci que l&#8217;usuari se senti identificat amb el que aquest planteja.<\/li>\n<li><strong>Comment bait.\u00a0<\/strong>Convidar a comentar \u00e9s un altre dels recursos socorreguts. Independentment del contingut, molts comptes promouen que els usuaris comentin per aix\u00ed millorar el seu posicionament.<\/li>\n<\/ol>\n<\/li>\n<\/ol>\n<p>Aix\u00ed doncs, aquests tipus d&#8217;engagement bait s\u00f3n menys originals del que pot semblar i pr\u00e0ctiques &#8216;sobreexplotades&#8217;. Plataformes com <strong>Facebook o Google<\/strong> van <strong>modificant els seus algoritmes de posicionament per premiar les interaccions org\u00e0niques<\/strong>, en comptes d&#8217;aquests mecanismes &#8216;for\u00e7ats&#8217;, per aix\u00ed <strong>assegurar una interacci\u00f3 espont\u00e0nia i aut\u00e8ntica<\/strong>.<\/p>\n<p>Aquests s\u00f3n alguns tips per prendre consci\u00e8ncia sobre el tipus de contingut que consumim di\u00e0riament a internet. Si vols aprendre m\u00e9s sobre clickbait, engagement bait i altres recursos i t\u00e8cniques que utilitzen les p\u00e0gines web en l&#8217;actualitat descobreix els programes <strong>de l&#8217;Euncet Business School<\/strong> i f\u00f2rum per aportar valor amb contingut de qualitat!<\/p>\n<ul>\n<li><a href=\"https:\/\/www.euncet.com\/ca\/graus\/grau-marqueting-i-comunicacio-digital\/\" target=\"_blank\" rel=\"noopener noreferrer\">Grau en M\u00e0rqueting i Comunicaci\u00f3 Digital<\/a><\/li>\n<li><a href=\"https:\/\/www.euncet.com\/ca\/graus\/doble-grau-ade-i-mkt\/presencial\/\" target=\"_blank\" rel=\"noopener noreferrer\">Doble grau en ADE + M\u00e0rqueting i Comunicaci\u00f3 Digital<\/a><\/li>\n<li><a href=\"https:\/\/www.euncet.com\/ca\/masters\/direccio-de-marqueting\/\" target=\"_blank\" rel=\"noopener noreferrer\">M\u00e0ster universitari en Direcci\u00f3 de M\u00e0rqueting amb especialitzaci\u00f3 en Comunicaci\u00f3 Estrat\u00e8gica<\/a><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>\u00abEl que llegir\u00e0s a continuaci\u00f3 et sorprendr\u00e0\u00bb. \u00ab5 motius pels quals menjar llimona al mat\u00ed\u00bb. \u00ab3 motius pels quals no has de menjar llimona al mat\u00ed\u00bb. S\u00ed. Aix\u00f2 et resulta familiar, per\u00f2 no t\u2019amo\u00efnis. En el seg\u00fcent article, coneixer\u00e0s qu\u00e8 \u00e9s aquest fenomen, conegut com a clickbait, que envaeix les nostres xarxes i portals web [&hellip;]<\/p>\n","protected":false},"author":28,"featured_media":47056,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[454],"tags":[],"class_list":["post-60064","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marqueting-comunicacio-i-vendes"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Clickbait i l&#039;engagement bait: qu\u00e8 s\u00f3n i quins s\u00f3n els seus pros i contres<\/title>\n<meta name=\"description\" content=\"El que llegir\u00e0s a continuaci\u00f3... S\u00ed. 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