Is Tiffany & Co. Going Under?

With a simple twitch of my finger, I’d done it. With one click I followed a leading headline to find content that didn’t disappoint…but it wasn’t what I was expecting.

Back in high school, the creators of our yearbook felt the need to create a series of superlatives for members of the senior class. Great for those dubbed “Most Popular” or “Most Likely To Succeed,” but that year, I earned the dubious honor of being named “Most Gullible.” Yes, I do like to give people and brands the benefit of the doubt, so with this new title, I felt the pain of it carrying a bit of truth…and vowed never again to be easily duped.

Fast forward to 2020 and the line: “Tiffany closes its doors on 5th Avenue.” WHAT? I had to see what had happened. So I clicked…only to find out they were closing the iconic store for renovations and that I could still obtain something special in a little blue box at their temporary new location right next door.

In taking the bait, I began to think about how maybe clickbait isn’t so bad.

When the content is a complete letdown, then yes, clickbait represents internet clutter. A nuisance. However, when clickbait takes you somewhere interesting, a place that is unexpected but intriguing, it’s even more impactful because it made you think. Which made me think about the opportunities of a clickbait approach to content strategy. 

This is not to advocate for headlines that read like a supermarket tabloid, but what if it wasn’t always straight up the middle? What if your content or messaging strategy had a little curve ball built in? Might help your brand stand out in the sea of sameness.

Just thinking out loud…


GRAHAM