How a Video Production Firm Can Help You Get Views
You probably clicked to learn how a video production firm can help you get more views. Perhaps you expected a straightforward breakdown of techniques or a ready-to-apply checklist for your next video campaign. While that expectation is not entirely off, it is also part of what this piece explores: the promise of attention, and what it costs.
That phrase—“how to get more views”—is exactly the kind of framing that drives interest, clicks, and curiosity. But it also sits at the edge of a broader question: How far should a video go to get noticed? And when does a well-phrased hook turn into something misleading?
This is the paradox of clickbait. The technique is familiar, often effective, and increasingly used in professional video content. Yet its impact on viewer trust, brand reputation, and content quality is far from harmless. This is where the real question arises: Is clickbait worth the risk for your brand? And more importantly, how can businesses use attention-grabbing tactics without damaging their credibility?
Let’s take a detailed look at how clickbait works in video, why it appeals, where it fails, and what role a video production firm plays in helping businesses navigate it. From understanding audience psychology to planning content that holds attention honestly, the tactics and trade-offs behind the click are worth unpacking.
What Is Clickbait in the Context of Business Video?
Clickbait is most commonly recognised as sensational or misleading content designed to attract clicks. In video, it often appears in titles, thumbnails, and opening lines. For consumer-focused creators, this can mean promising a shocking twist or unexpected revelation. But in business, it tends to take a more subtle form.
Think of a company releasing a training video with a title like “This One Mistake Could Cost Your Team Everything.” The implication is serious, but the actual content may cover routine safety reminders. The line between effective curiosity and empty exaggeration is thin.
In corporate and commercial contexts, clickbait is less about scandal and more about dressing up the ordinary. The issue arises when the content cannot support the claim made in the headline. This not only disappoints the viewer but also erodes trust in the organisation behind the video.
A video production firm can help here by acting as a filter. They are not just recording and editing, they are involved from the earliest stages, where titles, scripts, and visual concepts are planned. Their role is to balance attention-getting ideas with honest framing, ensuring that the viewer’s expectations align with what the video delivers.
A Brief History of Clickbait: From Tabloids to Thumbnails
Clickbait is not new. Its roots stretch back to the 19th century, when newspapers used exaggerated headlines to sell copies, what we now call “yellow journalism.” These tactics thrived on scandal, emotion, and urgency. The arrival of the internet merely shifted the platform. With the rise of online articles in the early 2000s, websites such as BuzzFeed and Upworthy popularised titles like “You Will Not Believe What This Teacher Did Next.” These articles spread quickly across social media, giving birth to the modern clickbait era.
The term clickbait itself is thought to have gained traction around 2006, though its exact origin is hard to pin down. One of the earliest known uses appeared in a blog post by digital media critic Jay Geiger, who used it to describe headlines designed to lure clicks without delivering substance. The term stuck because it named something people instinctively recognised — content that overpromises and underdelivers, often sacrificing quality or accuracy for traffic.
Video platforms, particularly YouTube, brought this strategy into visual form. Thumbnails with shocked faces, large text, and emotional hooks became common. Even professional organisations began adopting similar methods to compete in an attention-saturated environment. As video content became a core part of how companies communicate, many followed suit, often without considering how these tactics might reflect on their brand. The difference between consumer entertainment and business messaging was blurred, and the consequences were not always positive.
The Psychology Behind the Click: Why It Works So Well
Clickbait succeeds because it appeals to deeply rooted cognitive triggers. One of the most studied is the curiosity gap, the space between what you know and what you want to know. When a title hints at a secret, a mistake, or a surprising fact, the brain feels compelled to resolve the uncertainty.
Other psychological levers at play include:
- Fear of missing out (FOMO): “Everyone’s talking about this video…”
- Reward anticipation: The promise of gaining insight, humour, or drama
- Social validation: Sharing something that seems interesting or shocking
Video amplifies these effects. It combines storytelling, sound, and pacing to deepen emotional response. The viewer does not just read a claim, they see and hear it, often in the first few seconds. If the opening moments match the intrigue of the title, attention holds. If not, viewers leave.
This is another area where a video production firm plays an important role. Through scripting and visual planning, they help ensure that a video does not just grab attention, it retains it. They advise on how to open a video strongly without veering into manipulation.
Why Viewers Fall for Clickbait (Even When They Know Better)
Even when people suspect they are being baited, they still click. Part of the reason lies in behaviour on platforms like YouTube, LinkedIn, and Instagram, where users scroll quickly and rely heavily on thumbnails and short text. Decision-making happens in seconds, often without reflection. The combination of a bold title and an intriguing thumbnail interrupts that flow. Add in the low cost of clicking, just a tap or a swipe, and resistance drops.
This behaviour extends to professional settings. Professional audiences, like anyone else, experience the same psychological triggers. A video titled “The One Strategy Your Team Is Missing” may be clicked by a time-pressed manager looking for a quick win. Yet, when the content does not meet the implied promise, disappointment sets in. Over time, repeated experiences like this lower trust, not just in the content, but in the brand behind it.
A video production firm can help avoid these situations by reviewing content plans through the lens of the viewer. They ask the question: “Does this title reflect the value inside the video?” When the answer is no, the direction can be corrected before the audience notices.
When Clickbait Goes Wrong: Brand Risks and Reputational Damage
The harm of clickbait is not always immediate. In some cases, it produces a spike in views. But the long-term effects can include:
- Lower viewer retention: People leave early when content does not match the hook
- Negative feedback: Dislikes, poor comments, or complaints
- Algorithmic penalties: Platforms may reduce visibility for misleading content
- Loss of trust: Audiences become sceptical of future titles or claims
For businesses, the cost is even greater. Unlike influencers or entertainment channels, organisations rely on credibility. If training videos, recruitment messages, or promotional content begin to feel misleading, it affects perception beyond the video itself.
These risks can often be traced back to early-stage decisions. Choosing a title that over-promises, editing a thumbnail for maximum drama, or scripting an intro that hints at more than it delivers, these are small choices that build a pattern. With professional input, particularly from a video production firm, these risks are easier to spot and avoid. Their objective perspective can protect a brand from its own enthusiasm.
How Platforms React: Algorithmic Penalties and Visibility Loss
Clickbait does not only affect human viewers. Platforms like YouTube and LinkedIn also respond, by adjusting how they rank content.
YouTube, for instance, uses several signals to detect and penalise clickbait:
- Low average view duration
- High bounce rate
- Negative engagement signals (dislikes, feedback)
- Viewer dissatisfaction surveys
When a video is flagged by these patterns, its visibility decreases. It becomes harder to find, even for subscribed audiences. For businesses, especially those relying on organic reach, this is a hidden cost. A short-term gain in views can result in long-term suppression of content. By working with a video production firm that understands these mechanisms, organisations can avoid these pitfalls. It is not only about creating a good video, it is about ensuring the video continues to reach its audience effectively.
Can Clickbait Ever Be Good for Business?
The term “clickbait” carries a negative tone, but the underlying technique, generating interest, is not inherently wrong. The issue lies in deception.
It is entirely reasonable to write a title that sparks curiosity, as long as the content delivers. Consider the difference:
- Misleading: “You Will Never Believe What Our New Product Does”
- Ethical curiosity: “What Our New Product Solves That Others Do Not”
The latter invites interest without misrepresenting the content.
Ethical attention-grabbing is especially useful for:
- Product demonstrations
- Employee training
- Thought leadership
- Animated explainers
A video production firm is well positioned to support this kind of approach. They help refine messaging so that the first impression matches the actual value of the video. This balance builds trust, keeps viewers engaged, and supports business goals.
Examples of When Clickbait Works—and When It Can Backfire
Effective Use:
A company releases a safety training video titled “Three Mistakes That Can Cause Workplace Accidents.” The content is structured around common errors, each clearly explained with examples. Viewers stay engaged, and the title accurately reflects the video.
Ineffective Use:
An HR department uploads a video titled “This Employee Changed Everything Overnight.” The story is a routine promotion. Viewers feel misled, drop off early, and avoid similar videos in future.
Mixed Result:
A tech firm publishes “Why 90% of Projects Fail Before They Begin.” The content offers useful advice but waits too long to get to the point. Watch time suffers, despite the video being valuable overall.
These examples show how easily intent and outcome can misalign. A production partner helps align these elements from the start.
Click-Worthy Instead of Clickbait
Clickbait appeals because it works, at least in the short term. But for organisations looking to communicate with honesty, grow trust, and maintain their reputation, it is a poor long-term strategy. Interest and integrity do not need to compete. With careful planning, strong creative decisions, and clear alignment between message and meaning, it is possible to create video content that earns attention and delivers value. A professional video production firm brings the right structure to that process. They help ensure that curiosity is used appropriately, titles remain honest, and viewers walk away informed rather than misled. In a space filled with empty promises, this is the difference that builds lasting engagement. Not with bait, but with clarity.
Getting views is one thing, but earning trust is quite another. At Sound Idea Digital, we focus on helping businesses create videos that deliver on their promises. Let’s talk about how your next project can stand out without stepping into the clickbait trap.
We are a full-service Web Development and Content Production Agency in Gauteng specialising in Video Production, Animation, eLearning Content Development, Learning Management Systems, and Content Production.
Contact us for a quote. | enquiries@soundidea.co.za | https://www.soundideavideoproduction.co.za| +27 82 491 5824 |
Continuing the Conversation
To complement the discussion around attention and trust in video content, these articles provide further clarity on important topics. Discover what LinkedIn’s new update means for your video strategy, find thoughtful questions to ask before hiring a video production firm, and gain a clearer understanding of the factors behind video performance. These articles deepen the conversation and offer useful context for refining your approach.
Is Your Videos Company Ready for LinkedIn’s New Update?
21 Questions to Ask Before Hiring a Video Production Company
Video Production Companies Johannesburg: What is Video Performance?