It was Mark Twain who once said “A lie travels halfway around the world while the truth is lacing its shoes”. That was seemingly the case recently in Nigeria when a notable online podcast published a video snippet of their podcast that went viral very quickly and amassed tremendous traffic to the podcast platforms. The content of the viral video seemed to have been edited in a manner that omitted sensitive information, which negatively portrayed a notable gospel music artiste. Hours later, in a twist of event, the main guest on the podcast, whose opinion was the main content of the viral video, released a disclaimer to correct the wrong impression that the initial viral video snippet had created about the gospel musician.

Unfortunately, the damage to the gospel musician’s reputation had already been done by a few minutes of viral video with countless netizens bashing the musician with negative comments without watching the over 30mins full podcast to understand the context of the viral video.

This is just one of endless examples of how clickbait strategy is applied in all forms of content creation, and the effects are unpredictably dangerous.

Clickbait involves using catchy, often misleading headlines to grab attention and get clicks on internet content. As new avenues for content monetization emerge, content creators are tempted to focus only on the monetary gains from viral content at the detriment of the value of the information within the content to the consumer, hence content creators are increasingly employing clickbait and including exaggerated claims and deceptive captions, leaving out key information all aimed at driving up internet traffic to their content which could be a video, audio, picture or text.

In the realm of digital media, the absence of clear regulatory frameworks often leads to a proliferation of unethical practices. The pervasive use of clickbait as a tactic to drive organic traffic underscores a troubling trend within Nigeria’s online landscape. It’s evident that a considerable segment of internet users has been conditioned to respond to sensationalized headlines, perpetuating a cycle of negativity.

Clickbait, when wielded as a deliberate tool to distort narratives solely for the purpose of boosting online visibility, should be regarded with the same severity as with other forms of cyber misconduct, such as cyberstalking and cyberbullying. This is especially pertinent when such content is crafted to defame or discredit individuals, thus constituting a form of online harassment.

The alarming surge in clickbait tactics necessitates the implementation of regulatory measures to curb its abuse by social media content creators. It’s increasingly evident that in their quest for rapid internet traffic, Nigerian influencers, bloggers, entertainers, and media personalities often overstep ethical boundaries with their manipulative narratives designed solely for click-driven engagement. Subsequently, they resort to damage control measures such as post-publication denials and disclaimers after their objectives of garnering views, likes, comments, and shares are achieved.

This recurring pattern is not only disheartening but also leaves the subject of such misleading content with limited recourse for legal action against the perpetrators. It’s imperative to address this issue comprehensively to safeguard the integrity of online discourse and protect individuals from unwarranted reputational harm.

In conclusion, the unchecked proliferation of clickbait culture poses a significant threat to the fabric of our digital society. As conscientious netizens, it is incumbent upon us to advocate for responsible online practices and advocate for regulatory frameworks that uphold ethical standards in media production, distribution and consumption while we continue to promote stories and content that uphold the morals and values of our African identity.

May the responsible use of social media prevail, ensuring the continued prosperity of Nigeria and Africa.

Imagbenikaro Osarumwense is a Multimedia Consultant, creative entrepreneur and Founder, Optimist Limited

https://karo.consulting