Posted on: March 4th, 2008 The Downfall of Linkbait
It’s been extremely frustrating for me to see the rise and growing popularity of linkbait over the past two years. Only a small percentage of these exploitative or list-based posts contain content worth reading. But they strike a chord with the public. What do people really get out of reading linkbait?
Most often, they get a list of ways to improve their lives in some way, shape, or form. Everyone’s on the fast track to retirement and big money, and we’ve become addicted to lists and tips and tricks as we fantasize about reaching the American dream.
I’ve turned down several opportunities to make good money writing linkbait. Not all were based on my latent snobbery… but most were. In the end, I see fluff for what it is, and I despise myself for having participated in it at all. We’re building one big hype machine with all the linkbait floating around on Digg, Reddit, Propeller, Mixx, and Stumble Upon. We’re building something we can’t maintain forever. This too shall pass.
There are only so many ways you can give tips for marketing or blogging success. Eventually, you face the same problem every blog faces: repetition is the kiss of death. Once each blog has covered the quality content they envisioned, they move on to linkbait. Once the linkbait machine has given up the death gurgle, expect little more than repetitive news coverage. News is the one constant thing that will give us information we haven’t already covered. Of course, once we get to the point where most blogs are rehashed news reports, you’ll realize that you can get more professional coverage on CNN, ESPN, or somewhere that’s been doing this for a lot longer than you, and you’ll have to decide if continuing on is really worth it.
Every fad has a shelf life. Every fad reaches a tipping point, and eventually finds itself replaced by something more relevant, exciting, or hyperfocused. What will take the place of blogs? Who can say? Probably some sort of live vidcasting where you can see paparazzi literally chasing Britney Spears down the street. Why settle for a written account when you can hang out with the vermin who monetize celebrity mishaps? It’s coming. Just wait. You’ll probably think it normal by then, too.