“Clickbait” is a pejorative name for usually insubstantial online content that bears a hyperbolic headline. Clickbait appeals to the reader's “curiosity gap,” a disjunction between information the reader already knows, and information the reader wants to know. Associated with post-truth media, clickbait emerged in the early millennium, driven by the rise of online advertising, and has stylistic implications offline, for example in political discourse and academic publishing.