The world of content creation has captured the attention of many teenagers today, both in professional and casual contexts such as gaming or vlogging. The rapid development of technology and information distribution has supported the growth of public awareness regarding internet accessibility and multimedia features. Media that was initially traditional has now evolved into new media equipped with digital technology. This development involves the use of computers and broadcasting networks that are increasingly sophisticated.

Various editing tools and software available on different platforms have simplified the content creation process. The presence of artificial intelligence (AI) also supports the editing process, making content creation easier and more efficient. Additionally, a wealth of information on templates and tutorials is available to help content creators learn to edit according to the tastes of today's generation. Knowledge of editing techniques, combined with the success of influencers and the mindset that "popularity equals fame," attracts many young people to venture into the world of content creation.

The accessibility of content creation is no longer limited to certain groups. Most people today can create content that can easily be uploaded to platforms such as TikTok, YouTube, and Instagram. With the growing need for fast information and the "hype" culture that often popularizes certain topics, people tend to create content that highlights trends in social media and Google searches.

In the increasingly advanced digital era, the term "clickbait" has become a familiar phenomenon among internet users. Clickbait refers to sensational headlines or images designed to grab attention and entice users to click on a link, often with the promise of surprising or entertaining information. This practice aims to maximize the number of clicks, visits, and user interactions on online platforms, whether news websites, blogs, or social media.

Clickbait leverages marketing communication tactics and the instant psychological gratification of humans. In the theory of attention economy, human attention is treated as a commodity that can be managed to increase profits. Clickbait acts as a trigger that directs users to take action (clicking the link), then provides a "reward" in the form of engaging content, ultimately encouraging them to invest more time or attention on the platform.

While clickbait can help content creators boost their careers through views and like ratios, the reality is that most clickbait content often prioritizes shallow or low-quality information. For example, YouTube will monetize videos that reach 10 minutes in duration, leading many content creators to extend their videos to meet this quota, even if the content is less valuable. This implementation can lead to misinformation, causing users to potentially make wrong decisions.

As an effort to maintain content objectivity, accuracy, and truthfulness, Universitas Dian Nusantara (UNDIRA) consistently provides high-quality education based on visionary, integrity, and professionalism guidelines. UNDIRA not only produces intelligent students but also wise academic individuals.

UNDIRA also offers a Communication Science study program that provides learning in various aspects of the communication world, from broadcasting to photography, which are closely related to content creation. With good digital literacy skills, we can avoid the pitfalls of clickbait and ensure that the information we consume and share is accurate and beneficial.

By having a good understanding of clickbait and its impact, students and lecturers can be more wise in consuming and producing content, as well as maintaining the integrity of the information conveyed to the public.