Is this the end of clickbait?

For years, the internet ran on clickbait. Headlines like ‘You Won’t Believe What Happened Next’ or ‘This Simple Trick Changed Everything’ lured us into articles that almost always delivered far less than they promised. But times are changing. In 2025, the web-savvy audience is no longer falling for it and in many cases, they’re skipping the click altogether.

Instead of diving into articles or watching full videos, people are heading straight to the comment section. Why? Because they’re looking for the real answer, not a teaser. TikTok users are famous for it: post a video that hints at something, and the top comment will often be: ‘Here before the comments explain it’. On X (or as everyone still calls it; Twitter), you’ll see replies saying ‘TL;DR: this is the main point’. On Reddit, entire communities are built around summarising content with threads titled ‘Saved you a click’.

We’re Tired and We’re Busy

At the heart of this shift is a collective fatigue. We’ve spent years clicking through to articles that bury the core message beneath paragraphs of fluff, ads, or SEO padding. Today, people are more time-conscious. We want answers fast, and if we can avoid the mental overhead of filtering through unnecessary content, we will.

The rise of short-form content has only added to this impatience. Platforms like TikTok and Instagram Reels have conditioned us to expect value upfront, whether that’s information, entertainment, or a strong opinion. If a creator doesn’t deliver within the first few seconds, the swipe is swift and unforgiving.

The Rise of Transparency

This doesn’t mean people don’t want information – they just want it honestly. We’re seeing a quiet rebellion against sensationalism. Straightforward, no-nonsense headlines and posts are starting to perform better than exaggerated clickbait. Even major news outlets are catching on, offering clear summaries or bullet points at the top of articles, knowing that many readers won’t make it to the end.

Creators are adapting too. The phrase ‘here’s the answer, no fluff’ has become a popular intro. Some even pre-empt the audience’s instincts by putting the key takeaway right at the top of their video or caption.

What This Means for Content Creators and Brands

If you’re producing content today, honesty is your best strategy. Give people the answer quickly, then use the rest of the content to add value; context, depth, or your unique perspective. Your audience will appreciate it, and they’ll be more likely to trust you and come back for more.

Clickbait isn’t dead, but it’s certainly dying. In its place is a new kind of engagement – faster, smarter, and more discerning. Today’s users don’t just want to know what, they want to know now. So, the next time you’re tempted to withhold the answer for the sake of a click, ask yourself: wouldn’t you rather be the one who saved someone a click?