Gen Z tends to be highly selective when consuming the news. They favor clear, fact-based information over those with sensational headlines.
For journalists, writing compelling news headlines for Gen Z without relying on clickbait is an essential step in building trust and increasing engagement.
This generation appreciates transparency and accuracy, and they are quick to lose interest if a headline seems misleading.
While clickbait may be effective in grabbing attention, it can ultimately damage a media outlet’s credibility in the eyes of Gen Z.
They often avoid articles with exaggerated headlines, especially when those appear alongside aggressive advertising or paywalls.
According to a Business Insider report, many Gen Z readers immediately skip articles from major media outlets if the headline appears too bombastic or overhyped.
RadVoice Indonesia has more on ways to write engaging news headlines for Gen Z readers without relying on clickbait, along with practical tips to make your news stories more effective.
Why Should News Headlines Be Different for Gen Z?
Gen Z is more skeptical than previous generations. They grew up with the internet and are highly familiar with the digital media.
According to research from CM Group, Gen Z tends to be more practical in assessing information. They are not easily swayed, especially when consuming news that spreads widely on digital platforms.
Gen Z is more selective in reading news headlines in the digital era. (Photo by Freepik)
Therefore, the approach to writing headlines for Gen Z must be adjusted. News headlines should remain engaging, but without diminishing accuracy or credibility.
If media outlets continue to rely on clickbait, there will be several negative consequences that may arise:
- Lowering media credibility: The use of clickbait may cause Gen Z to doubt the integrity of the news source, causing a decrease in their trust toward the media outlet or brand.
- Triggering disappointment and doubt: When the news article does not meet up to the expectations set by the headline, Gen Z feels disappointed and becomes less likely to trust that source in the future.
- Reducing loyalty and long-term engagement: Frequent disappointment caused by clickbait can lead Gen Z to unfollow that particular media outlet or brand, resulting in decreased loyalty and lower long-term engagement.
How to Write News Headline for Gen Z
Creating news headlines that grab Gen Z’s attention without relying on clickbait requires a strategic approach.
Clarity, relevance, and data support are essential elements in building trust and increasing engagement with Gen Z.
Below are some effective strategies you can apply to your news writing process.
Focus on Clarity and Accuracy
Creating headlines for Gen Z is about using clear and accurate sentences without excessive words. (Photo by Freepik)
Gen Z values information that is delivered directly without overly interpreting the content. Therefore, using straightforward and accurate sentences is indispensable.
Avoid bombastic or exaggerated words that might give a manipulative impression. For example, instead of a headline like “Revealed! The Shocking Facts Behind This Case,” it is better to choose “Investigation Results: New Facts Behind Case X.”
Use Relevant and Natural Language
The language in your headline should be adapted to the platform and audience.
Communication on social media platforms like TikTok and Instagram tend to be more casual than on LinkedIn, so getting the tone right really matters.
However, the use of trendy phrases should feel natural and not forced, as Gen Z can easily recognize exaggerated efforts to sound relevant.
Using Interesting Data or Facts
Numbers help give a clearer picture of the news content and make it more compelling.
For example, instead of writing “More Young People Use App X,” a headline like “70% of Gen Z Use App X for Productivity” is more likely to catch their attention and build trust.
In addition to data, including quotes from credible sources can further enhance the reliability of the news.
Citing experts, institutions, or firsthand testimonies not only strengthens the story but also aligns with Gen Z’s preference for transparency and authenticity.
Create Headlines That Spark Curiosity
It is possible to build curiosity in news headlines for Gen Z without using clickbait.
One effective approach is to use questions that spark interest, such as “What Are Gen Z’s Favorite Social Media Trends in 2024?”
Such headlines provide a clear preview of the content without creating unrealistic expectations.
In contrast, manipulative headlines like “You Won’t Believe These Trends!” can undermine the audience’s trust and damage credibility.
Summary
Gen Z is highly selective when it comes to news consumption, prioritizing clear and fact-based information. They also dislike articles using clickbait.
The overuse of sensational headlines can undermine media credibility, reduce trust, and weaken audience loyalty.
To capture Gen Z’s attention without resorting to clickbait, news outlets should emphasize clarity, adopt relevant and natural language, as well as incorporate compelling data or concrete facts.
Moreover, headlines that spark genuine curiosity are far more effective and ethical than clickbait titles.
This kind of strategy helps news organizations build trust and maintain long-term engagement with their Gen Z audience.
This article was first published in Indonesian on 6 March 2025.
