Clickbait refers to a number of tactics used by content creators and online marketeers to lure in curious users. Of course, there's nothing wrong with wanting your article/video to be viewed by as many people as possible; if you don't promote yourself, then who will? But clickbait gets a bad reputation because it often relies on exaggeration, deception, fear-mongering, and other distasteful methods. A few examples of typical clickbait: