YouTube declares war on clickbait: What it means for media, creators, and advertisers

"Mega star Amitabh Bachchan is no more!" or "Watch full movie Pushpa 2: Allu Arjun I Rashmika Mandanna starrer"

YouTube titles like these have drawn clicks in droves, only to leave audiences angry and frustrated with unrelated, misleading content. But such tactics will soon be a thing of the past.

In a bid to rebuild trust and foster transparency, YouTube has announced stricter enforcement against clickbait in video titles and thumbnails. The policy, initially rolling out in India, aims to curb sensational claims that fail to deliver on their promises, especially in news and current events content. The days of using exaggerated emotions or irrelevant celebrity images to boost views may soon be over.

Why the change matters

YouTube defines egregious clickbait as titles and thumbnails that make exaggerated promises or claims not fulfilled by the video itself. This practice, while a short-term win for creators chasing views, ultimately undermines viewer trust and the platform’s credibility. The policy is a clear signal: authenticity is the new currency on YouTube.

To ease creators into this transition, YouTube will initially remove videos violating these rules without issuing strikes. Over time, enforcement will focus on new uploads, pushing creators to rethink their content strategies and embrace transparency.

From July to September 2024, YouTube removed a total of 4,874,056 channels , emphasising the platform's stringent efforts to curb misleading content and ensure quality on the platform.

A safer playground for advertisers

For advertisers, this change is a step toward brand safety. Chandan Sharma, General Manager – Digital Media at Adani Group, highlights the benefits, “It was much awaited. By removing clickbaits, YouTube portrays itself as a more trustworthy platform. This works for brand safety, as the company ads will not appear alongside deceptive content. This reduces the reputational risk. This is crucial for brands that prioritize ethical advertising and transparency. By reducing the chances of ads appearing next to clickbait videos.”

He says, this move is particularly timely, as YouTube recently partnered with Flipkart and Myntra to launch its Shopping Affiliate Program in India, which relies heavily on creators to promote products.

Sharma said, “removing misleading content will help the audience engage with the content with more trust and confidence. It will also require influencers to make more original content and use genuine information. This will result in building credibility with their audiences, moving away from sensationalism (which is at its peak), and encouraging deeper engagement. Brands partnering with influencers can anticipate more authentic endorsements, improving conversion rates and enhancing customer relationships.”

(39% factual mistakes, misleading headlines, clickbaits spread fake news, as per Statista report)

However, YouTube says harmful content represents only a small fraction of the billions of videos on the platform—approximately 0.16% to 0.18% of total views violate their policies. The platform prioritizes removing videos that could lead to severe real-world harm. For instance, since February 2020, YouTube has taken down over 1 million videos spreading dangerous misinformation about the coronavirus, such as false cures or claims that it is a hoax.

Akash Manchanda, Co-Founder and Business Head at VUI Live, said “With this policy change, brands can now prioritise video engagement rates rather than mere views, which were often inflated by clickbait thumbnails. Many creators have exploited this tactic to artificially boost viewership. By reducing misleading content, advertisers and viewers are more likely to perceive YouTube as a trustworthy platform, potentially enhancing ad performance, viewer retention, and revenue stability while setting a higher standard for content authenticity.”

The Creator’s Dilemma

While advertisers cheer, some creators remain cautious about the new guidelines. Sanket Upadhya, Founder of The Red Mic, points out the potential for missteps. He says, "My fear is not the rule itself. My fear is the implementation of this rule. Even when we follow all the guidelines, the enforcement by YouTube often relies on algorithms or bots. For example, we did a video on procuring a BSNL SIM, blurred all personal data, yet it was taken down for 'cyberbullying.' There wasn’t even a right to appeal."

The ambiguity surrounding what constitutes “misleading” is another challenge.

"News often involves dealing with uncomfortable truths, which naturally conflicts with YouTube’s guidelines. The bigger issue is algorithms acting without reason. If a bot takes down content, the appeal process is slow and costly. We end up losing revenue, time, and traction—all because we’re judged by an algorithm that doesn’t understand nuance, " Upadhya said.

According to the Advertising Standards Council of India ( ASCI) 2023-24 annual report, 9% misleading ads are spread through YouTube in India.

Ayu Soni, Co-Founder of Not Your Type and a YouTuber with 6 million subscribers, explains, “The ambiguity of what qualifies as 'misleading' is a challenge. For example, a thumbnail with a surprised face could mean multiple things. If YouTube clarifies these grey areas, creators can better navigate the guidelines without unintentionally violating them.”

Despite these concerns, creators largely agree that the crackdown will benefit the platform in the long run. “Using thumbnails from popular movies for unrelated content is a common tactic among creators seeking short-term gains. This policy addresses such clickbait behavior, allowing creators who focus on genuine, engaging content to thrive,” Soni adds.

Sarah Sarosh, 22, featured on Forbes' Top 100 Digital Stars of 2023 and Founder of Impulse Coffees, highlights the importance of aligning content with viewer expectations. Clickbait can take various forms, such as claiming, “I spent so much,” without revealing what was actually spent.

This piques curiosity, encouraging viewers to click and discover the details. In her case, this type of clickbait remains relevant because she genuinely showcases the spending in the vlog. Similarly, phrases like “I had a bad day” or “I cried” are truthful representations of moments featured in the content, making the title and thumbnail relevant.

Ultimately, clickbait can entice viewers, it is crucial that the content lives up to the expectations set by the title and thumbnail. The key is to deliver on the promise made, ensuring viewers aren’t left disappointed.