Money for Hate

Something, or rather someone, has reared their, frankly, blandly mediocre head above the parapet of castle hate.

Samantha Brick, I’m sure you’ll know by now, wrote an article in the DailyMail about how tough her life is as a beautiful woman. The DailyMail, in an inspired moment, realised the potential of this hatebait article and hit the publish button.

Note, I call this hatebait and not linkbait. It will no doubt also attract a massive number of links, but that isn’t the main objective. With linkbait, as the name suggests, the objective is to attract links. With haitbait, well, the objective is just as clear.

Why Publish Hatebait?

Well, to say the article has caught the public attention would be an understatement, there is hardly a positive comment being made about the hapless Ms Brick.

This is primal, people get sucked into having an opinion, not on the marketing lessons, but on whether she actually is pretty or not. What’s also interesting is how seemingly intelligent, famous people lost objectivity and got stuck in.

The outpouring of hatred on Twitter knows no bounds, from the creative and witty to the profane and degrading, practically every tweet about her is scathing:

So, why publish something that will have this effect? Well, it brings people to your website, lots and lots and lots of people.

And what do people on your website make?

Money, Lots and Lots of Money

How much money did this generate for the Mail?

More Money Questions…

How much money would you need to be given to make everyone hate you for a day on Twitter?

How much more money would you then need to be given to write a further article which perpetuates that hate for a further day?

How much money did Ms Block receive for setting herself up, I wonder?

Hatebait is Rare, Right?

The extreme of this one is, thankfully, relatively rare, yes. It is a near daily phenomenon though.

It’s crude and obvious, blunt and blatant. It is obtuse viral.

It is to linkbait what sledgehammers are to Allen keys.

So, How is Hatebait Different to Linkbait?

Well, the purpose of linkbait is to get links to a specific URL, that’s it.

Haitbait inspires the mob mentality, and may, or may not result in links to a specific URL.

Cleverly crafted and executed linkbait will, most often, not attract such attention. It will always give its target good reason to link to it, that’s its purpose. It will often “fly under the radar”, avoid controversy and, most importantly of all, work. It will attract links.

In writing this I spoke with Lyndon Antcliff, King of the Linkbaiters, who gave great insight into, and had this to say about the Samantha Brick hatebait:

Picking though the bones of this, we can learn a lot of how to re-create a linbkaiting beast.

Carlsberg decided not to make linkbaiters when they realised that there’s already a Lyndon*. But, he does run Linkbait Coaching