Clickbait
A headline, thumbnail or caption that exaggerates or withholds information to get clicks the content doesn't live up to.
"You won't believe what happened next" is the classic example. Clickbait can win the click, but it loses the viewer: people leave quickly and feel misled, and networks notice both.
Networks increasingly judge a post by what happens after the click, such as how long people stay, so clickbait tends to lose reach over time. A strong hook that the content then delivers on is the honest version of the same idea.
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