I would say that clickbait is where the headline is designed to draw people in without giving them information. A well written headline gives you the most impor

I would say that clickbait is where the headline is designed to draw people in without giving them information. A well written headline gives you the most important part of the story. A clickbait headline deliberately avoids it. Consider the stereotypical “one weird trick!” clickbait. It avoids telling you what it is, so you have to click to find out. This headline gives you the most pertinent fact up front. You can skip the story and still have some knowledge of what’s being discussed. It’s the opposite of clickbait.