  With the growing shift towards news consumption primarily through social
media sites like Twitter, most of the traditional as well as new-age media
houses are promoting their news stories by tweeting about them. The competition
for user attention in such mediums has led many media houses to use catchy
sensational form of tweets to attract more users - a process known as
clickbaiting. In this work, using an extensive dataset collected from Twitter,
we analyze the social sharing patterns of clickbait and non-clickbait tweets to
determine the organic reach of such tweets. We also attempt to study the
sections of Twitter users who actively engage themselves in following clickbait
and non-clickbait tweets. Comparing the advent of clickbaits with the rise of
tabloidization of news, we bring out several important insights regarding the
news consumers as well as the media organizations promoting news stories on
Twitter.
