YouTube plans a game over for clickbait

In an online world where first impressions determine whether a video is watched or an article is read, clickbait has long been a go-to strategy for creators. However, YouTube is now stepping up its fight against misleading content, starting from India, by cracking down on videos with misleading titles and thumbnails, known as "egregious clickbait."

Announced earlier this week, the platform will increase enforcement against videos whose titles or thumbnails promise content that the video does not deliver. For example, a video titled "The President Has Resigned!" would be flagged if the content doesn’t discuss such a resignation.

Initially, YouTube will directly remove the older and existing user videos that violate the new policy without issuing strikes. Further, for the new videos, the platform will begin enforcing rules thus, penalising creators for not abiding by the guidelines. This phased approach will give creators time to adjust and align their content with updated guidelines.

The decision to start enforcement particularly in India is driven by the high volume of news-related content and the platform's growing user base.

This, however, raises concerns about censorship, as videos will increasingly be subject to YouTube’s content moderators’ discretion.

This is the first time a platform has officially rolled out this policy. In 2022, Facebook announced tests to reduce clickbait engagement, and this year, the company reportedly began testing facial recognition technology to prevent ‘celeb-bait’ scams.

Coined in 2006, clickbait refers to content that creates misleading expectations, enticing users to click. This is often done through sensationalist phrasing, withholding information, or using exaggerated punctuation.

While YouTube's actions may curb misleading thumbnails, the question remains whether this will be enough. Many creators on reels and shorts still begin their videos with clickbait phrases like "You wouldn't believe this" or "You're missing out if you don't know this.”