Unconfirmed assumptions and false information masquerading as news have spread across the globe. We see fake news about politics, nature, health science, technology, celebrities, and any industry or topic with hype potential. Although many people are now aware of their existence and became more discerning of news sources, many still get fooled.
This prompted Facebook to delete spam accounts perpetuating false information early this year. In Singapore, the government plans introduce new laws against false news in 2018.
When those laws are implemented, marketers in Singapore can take advantage of the cleaner field. Without false news spamming their feeds, online audiences will be more receptive to legitimate campaigns. In addition to tested strategies, online marketing specialists can achieve great results if they consider how fake news work:
Headlines Reel in Readers
It is true that many online readers no longer read the content; for them, the headlines are the sum of the news. Developing catchy titles is a rule of thumb, but fake news taught us that the more sensational titles are, the higher their click through rates. Able to relate titles to target audiences is also click bait.
On-Page Aesthetic Counts
Readers regard websites with a professional appearance as legitimate sources. Layouts that are similar in appearance with the websites of news giants, like CNN and BBC, also get trust points. Curiously, there are also blog posts that get shared as news regardless of their plain appearances. Showing us that websites that satisfy the target readers’ expectations fare better than those that adhere to the industry norm.
Social Sharing Is Like Wildfire
The spread of fake news is a concrete demonstration of the sharing power of social media. Content can reach thousands in minutes. Attractive content made for targeted audiences can get more traction on social media than generic content made for broader demographics.
The right combination of the above can contribute to the success of established campaigns. But unlike fake news, people will want your content to stay if your content is valuable, useful and truthful.