Elsewhere online
August 18, 2016

Marketing Agency Puts ‘Clickbait’ to Work for Charities

A digital-marketing firm is aiming to use the familiar practice of luring internet users to websites with sensational and provocative headlines to help nonprofits promote causes and draw donations, The Wall Street Journal writes.

For its Clickbait for Good project, New York agency RXM Creative searches the web for content by or about nonprofits and turns it into Facebook and Twitter come-ons like “OMG! She is just 16 and she has done things @KimKardashian haven’t even thought about,” which links to a post by anti-child-marriage charity Girls Not Brides. Nonprofits can also submit content for consideration.

RXM aggregates the headlines on a dedicated website, from which visitors can share items on social media about groups like the World Wildlife Fund and Charity: Water. “What we see is clickbait usually points to trivial news and meaningless issues. We wanted to use this [tactic] but shift it onto things that really matter,” said Mihai Botarel, the agency’s creative director.