Text designed to induce an Internet user to follow a link. It's often scandalous or salacious, or it might appeal to greed, fear, or a desire for quick self improvement (as in "one wierd trick," etc.), but not invariably so: "You won't believe how cute these kittens are" could be clickbait. The point is to drive traffic to a site, usually as an advertising ploy. Compare phishbait.