Can I tell you a secret? Click-bait withholds. Here’s an example. Click-bait says “one weird trick to lose weight.” — notice how it withholds what it’s really about? Now compare this: “How drinking water at the right time of day can accelerate your weight loss!” Notice how it doesn’t withhold? It makes a promise. “This” is what I’m going to tell you about. And as long as the article starts strong and keeps the promise — you’re gold.

So as long as you make promises instead of withholding, it’s not clickbait. It’s just great headline writing.