Clickbait Culture: The Dark Side of Kashmir's YouTube
Kashmir’s YouTube scene has grown rapidly in recent years. From vlogs to music videos, talk shows to tutorials, and comedy sketches to dramas — you can find almost everything on the platform. It has given many young creators a space to showcase their talent and connect with a wider audience. However, along with this growth, a troubling trend has emerged — the rise of clickbait culture.
What is Clickbait?
Clickbait refers to content that uses misleading titles, thumbnails, or descriptions to attract clicks. The goal is usually to get more views, shares, or engagement, rather than providing valuable content. A clickbait thumbnail is an eye-catching image that often features exaggerated emotions, bold text, or provocative visuals that may not accurately represent the video. Studies have shown that emotionally charged content — whether it evokes anger, shock, or sadness — tends to get more engagement online, making clickbait a tempting tool for creators seeking quick popularity.
The Rise of Clickbait in Kashmir
In Kashmir, the rise of YouTube has led to fierce competition among content creators. As a result, many creators have started using clickbait tactics to grab attention. You’ll often see videos with sensational titles, crying emojis (“😭😭”), and emotional thumbnails that have little to do with the actual content. These tactics lure viewers in, only to leave them disappointed when the video doesn’t deliver what was promised.
Some creators even take viral videos from social media and add a few seconds of their own commentary or reactions, presenting it as their own content. This not only lacks originality but also reduces the overall quality of content on the platform.
The Impact of Clickbait
The impact of clickbait culture is harmful to both creators and viewers. When people click on a video expecting one thing but get something completely different, they feel cheated. Over time, this leads to a loss of trust, not just in the creator but in the entire Kashmiri YouTube community.
Good content also suffers because genuine videos often get buried under a flood of misleading ones. Creators who put effort into making meaningful content struggle to get noticed.
Another serious problem is the spread of misinformation. Misleading thumbnails and titles can create false narratives, which is especially dangerous in a place like Kashmir, where media stories are already sensitive.
Clickbait affects mental health too. Creators constantly chasing views may feel stressed and burned out. Viewers, on the other hand, feel frustrated and disappointed, which can make them lose interest in discovering new content altogether.
What Can Be Done?
The solution lies in shifting the focus back to quality content. Creators should prioritize producing videos that are informative, entertaining, and honest. Studies on digital media consumption suggest that audiences value authenticity, and creators who build trust with their audience are more likely to succeed in the long run.
YouTube’s algorithm also rewards watch time and engagement, meaning that creators who focus on delivering value are likely to see sustainable growth. Additionally, viewers can play a role by supporting creators who avoid clickbait and produce meaningful content.
Bottom Line
Kashmir’s YouTube community has immense potential, with talented creators who can make a real impact. However, the rise of clickbait threatens to undermine this growth. By focusing on originality, honesty, and quality, Kashmiri YouTubers can build a platform that informs, entertains, and inspires — without resorting to cheap tricks. It’s time to leave clickbait behind and pave the way for content that truly matters.
This is an old article of mine that was published in multiple newspapers in 2023. I’ve reproduced it here with slight edits.
