Clickbait Culture
Why Negative Hooks Dominate Social Media
May 8, 2025
Read Time : 5 min
The social media landscape is a battleground for attention. In this relentless fight, marketers are increasingly turning to a controversial tactic: the negative hook. But what exactly is a negative hook, and why has it become so pervasive?
Grabbing Attention by the Throat
At its core, a negative hook is a marketing technique designed to grab attention by triggering negative emotions. Think headlines like “You’re Making These 5 Mistakes That Are Ruining Your Skin!” or visuals depicting a problem or fear. Global brands aren’t immune; even established players sometimes employ tactics that instill anxiety or play on insecurities to drive clicks and engagement. For example, a skincare ad might show a close-up of pores, emphasizing potential flaws to sell a solution.
This stuff works because we’re wired to notice and remember negative things more easily. Plus, these hooks often make you feel like you’ll miss out (FOMO) on something important or avoid a disaster if you don’t pay attention.
The Psychology Behind Social Media’s Negative Hooks
However, not all negative hooks are created equal. There’s a spectrum, ranging from relatively harmless clickbait to more ethically dubious manipulation:
- Clickbait: This is the milder end, employing exaggerated or misleading headlines. “You Won’t Believe What Happened Next!” is classic clickbait – annoying, but not deeply harmful.
- Fearmongering: This involves instilling undue fear or anxiety. Ads that exaggerate the risks of not using a product fall into this category.
- Outrage Baiting: This intentionally provokes anger or moral outrage to generate shares and comments. It’s a risky tactic, as it can easily backfire.
- Emotional Manipulation: This is the most problematic, exploiting vulnerabilities or insecurities to drive sales. It’s often seen in diet or self-improvement ads.
While negative hooks can deliver short-term results, their long-term impact is debatable. A study among Indonesian UMKM businesses in Sleman, Yogyakarta, indicated that copywriting hooks (which can include negative hooks) positively impacted brand image and purchase decisions. This suggests they can be effective. However, it’s crucial to consider the context and execution.
Study Case from Secangkir Hotto
Secangkir Hotto, an Indonesian brand, provides a noteworthy example. Their marketing frequently utilizes negative hooks that tap into widely recognized social or lifestyle issues. They often begin by depicting a scenario familiar to many Indonesians, prompting an immediate sense of “oof, that’s me!” before introducing their product as a solution or a relevant element within the story. This approach, backed by their significant digital marketing efforts and podcast featuring founders Guntur and Paopao at Yoshua Marcellos’s YouTube channel (celloszxz), has been a key factor in their profitability.
In conclusion, negative hooks are a powerful but potentially dangerous tool. While they can effectively grab attention and drive engagement, brands must tread carefully. Authenticity, ethical considerations, and a long-term perspective are crucial to avoid alienating consumers and damaging brand reputation.
Source:
Rahayu, Desta, et al. “The Influence of Hook Copywriting and Social Media Content Toward Brand Awareness, Brand Image, and Purchase Decisions in MSMEs in Sleman District” in Jurnal Telaah Bisnis Volume 25, Issue 1, 34-43, Agustus 2024.
Clickbait Culture
Why Negative Hooks Dominate Social Media
Media sosial udah kayak medan perang untuk merebut perhatian audiens. Dalam pertarungan yang terus on-going ini, para marketer menggunakan taktik kontroversial: negative hook. Tapi sebenarnya apa sih negative hook itu, dan kenapa bisa begitu merajalela?
Grabbing Attention by the Throat
Intinya, negative hook adalah teknik marketing yang dirancang untuk merebut perhatian dengan memicu emosi negatif. Contohnya headline “5 Kesalahan yang Merusak Kulitmu!” atau visual yang menggambarkan masalah atau ketakutan. Merek-merek global pun gak luput, bahkan pemain lama terkadang menggunakan taktik yang menanamkan kecemasan atau memanfaatkan rasa tidak aman untuk mendorong clicks dan engagement. Contohnya, iklan skincare yang menampilkan foto close-up pori-pori, menekankan potential flaw untuk menjual solusi.
Hal ini bekerja karena otak kita secara alami lebih mudah memerhatikan dan mengingat hal-hal negatif daripada yang positif. Selain itu, negative hook sering kali memanfaatkan Fear of Missing Out (FOMO), menciptakan rasa urgensi atau kecemasan.
The Psychology Behind Social Media’s Negative Hooks
Namun, gak semua negative hook diciptakan sama. Ada spektrumnya, mulai dari clickbait yang relatif gak berbahaya hingga manipulasi yang lebih meragukan secara etika:
- Clickbait: Menggunakan headline yang dibesar-besarkan atau menyesatkan. “You Won’t Believe What Happened Next!” adalah clickbait klasik yang bikin jengkel, tapi gak terlalu berbahaya.
- Fearmongering: Melibatkan penanaman ketakutan atau kecemasan yang berlebihan. Iklan yang melebih-lebihkan risiko jika tidak menggunakan suatu produk masuk dalam kategori ini.
- Outrage Baiting: Ini dengan sengaja memprovokasi kemarahan atau kejengkelan moral untuk menghasilkan shares dan komentar. Ini mulai berisiko karena bisa dengan mudah jadi bumerang.
- Emotional Manipulation: Ini yang paling problematik, memanfaatkan rasa tidak aman untuk mendorong sales. Ini sering terlihat dalam iklan diet atau self improvement.
Meskipun negative hook dapat memberikan hasil jangka pendek, dampaknya dalam jangka panjang masih debatable. Sebuah studi di kalangan pelaku UMKM di Sleman, Yogyakarta, menunjukkan bahwa copywriting hooks (termasuk negative hook) berdampak positif pada citra merek dan keputusan pembelian. Ini menunjukkan bahwa hook bisa efektif, tapi harus mempertimbangkan konteks dan eksekusinya.
Study Case from Secangkir Hotto
Pemasaran Secangkir Hotto sering kali menggunakan negative hook yang terkait dengan fenomena sosial atau problematika yang relatable. Mereka sering memulai dengan skenario yang dihadapi banyak orang Indonesia, momen “aduh, ini gue banget!” sebelum memperkenalkan produk mereka sebagai solusi atau elemen dalam skenario. Pendekatan ini bisa terbilang ‘works’, bisa keliatan dari upaya digital marketing mereka yang masif dan podcast Yoshua Marcellos (celloszxz) yang ngebahas seberapa besar profit bareng sama Founder Guntur dan Paopao.
Kesimpulannya, negative hook adalah alat yang ampuh but also a dangerous tool. Meskipun efektif dalam merebut perhatian dan mendorong engagement, brand harus berhati-hati. Autentisitas, pertimbangan etika, dan perspektif jangka panjang sangat penting untuk menghindari pengasingan konsumen dan merusak reputasi brand.
Source:
Rahayu, Desta, et al. “The Influence of Hook Copywriting and Social Media Content Toward Brand Awareness, Brand Image, and Purchase Decisions in MSMEs in Sleman District” in Jurnal Telaah Bisnis Volume 25, Issue 1, 34-43, Agustus 2024.