I despair at the use of extreme statements that are patently untrue, being used in marketing as clickbait or simply to create attention. Now we’ve got to unbelievable untruths, where will the marketing one-upmanship have to go to next? I really do dread to think.
This is what got me on to the subject today: “25 homes that broke the internet” – an email headline from Rightmove[1].
No they didn’t. First of all, the internet was not broken. Secondly, a house could not break the internet. Possibly high volumes of internet users clicking on links to the same site might cause problems on a website, but even that wouldn’t break the internet.
The Rise of Hyperbolic Marketing Madness
We’ve entered an era where marketing departments seem to compete for who can make the most outrageous claims. Research shows that hyperbolic language in advertising has increased significantly, with marketers using exaggerated statements to create memorable and persuasive messages[2]. But here’s the problem: consumers are getting increasingly sceptical of these overblown claims[3].
The irony is that whilst brands think they’re capturing attention with their “mind-blowing” and “life-changing” promises, they’re actually damaging their own credibility. Studies reveal that consumers respond better to concrete evidence and specific benefits than to generalised claims[3]. When marketing becomes too hyperbolic, it triggers defensive scepticism, making people more resistant to persuasion[3].
Consider that Rightmove headline again. What exactly does “broke the internet” even mean? The internet is a global network of interconnected computers. For it to “break”, you’d need a catastrophic failure of infrastructure, not people looking at property photos. Yet somehow, 25 houses managed this feat? It’s marketing nonsense of the highest order.
Everyone Is NOT Talking About It
Then we have another favourite, this one on a TV promo trail: “Everyone is talking about the match between Scotland and Northern Ireland.”
No we’re not. I wasn’t even aware of whatever the match was. Along with millions, in fact billions of other people, I was not talking about this match. It’s a lie.
This type of universal claim (“everyone”, “the whole world”, “all of us”) is particularly irritating because it’s so easily disproven. Yet marketers persist with these statements, presumably because they think it creates urgency or importance.
The Clickbait Epidemic
The proliferation of clickbait headlines has become a “self-perpetuating cycle” that’s drowning out genuine news and information[7]. Research indicates that 39.26% of posts made by unreliable media contain clickbait headlines[8]. More concerning still, these headlines often perform worse than traditional ones, particularly among educated and sceptical audiences[3].
The psychology behind clickbait is well understood. It creates an “information gap” that compels us to click to resolve our curiosity. Headlines using numbers (like “25 homes”) tend to increase click-through rates[9]. But here’s the catch: whilst clickbait might generate initial clicks, it often fails to drive meaningful engagement afterwards[10]. People feel deceived when the content doesn’t match the sensational promise.
Where Does It End?
My genuine concern is where this marketing arms race leads us. If “broke the internet” becomes commonplace, what’s next? “Destroyed the universe”? “Ended civilisation as we know it”? We’re already seeing press releases become increasingly hyperbolic, with mentions of words like “thrilled”, “cutting-edge”, and “groundbreaking” increasing year on year[11].
The damage goes beyond mere irritation. False advertising and exaggerated claims erode consumer trust and brand loyalty[12]. When companies consistently overpromise and underdeliver, consumers become cynical about all marketing messages. This creates a vicious cycle where brands feel compelled to make even more extreme claims to cut through the noise.
The Cost of Credibility
What marketing departments often fail to realise is that credibility, once lost, is extraordinarily difficult to rebuild. Consumers today are savvy enough to spot “marketing speak” and actively distrust it[3]. Research shows that ads using excessive superlatives are perceived as less sincere, particularly in categories that rely on trust[3].
The legal implications are worth considering too. In the UK, the Advertising Standards Authority has clear guidelines about misleading claims. Whilst obvious hyperbole (known legally as “puffery”) is generally acceptable, claims that could mislead consumers about factual matters can breach advertising codes[13].
A Better Way Forward
There is a better path. Brands that focus on honest, specific benefits tend to build stronger long-term relationships with customers. Instead of “broke the internet”, Rightmove could have said “25 homes that received unprecedented online attention” or “25 properties that generated exceptional viewer interest”. These claims are both more accurate and more believable.
The most successful marketing often comes from understanding your audience rather than shouting the loudest. When Rightmove claims houses “broke the internet”, they’re essentially admitting they think their audience is gullible enough to believe such nonsense.
Time for Marketing Reality
It’s time for marketers to step back from the hyperbole cliff edge. Yes, we live in a noisy digital world where capturing attention is challenging. But the solution isn’t to make increasingly ridiculous claims – it’s to create genuinely interesting, valuable content that doesn’t need exaggeration to succeed.
Next time you’re tempted to claim something “broke the internet” or that “everyone is talking about” your product, ask yourself: is this actually true? If the answer is no, find a different way to say it. Your credibility – and your customers’ intelligence – deserves better.
The internet remains unbroken, despite what Rightmove’s property listings might suggest. And most of us still aren’t talking about that football match. Marketing that respects these basic facts might just prove more effective than the alternative.
References and Further Reading
The Role of Hyperbolic Figures in Influencing Consumers on Social Media
Click me…! The influence of clickbait on user engagement
Understanding Market and Individual Causes of False Advertising Claims
Why marketing hype is damaging not just irritating
The true cost of clickbait
[1] Property News | Property Blog https://www.rightmove.co.uk/news/articles/property-news/25th-birthday-homes-that-broke-the-internet/
[2] The Role of Hyperbolic Figures in Influencing Consumers … https://ejournal.warmadewa.ac.id/index.php/jret/article/download/10381/5931/55332
[3] Why marketing hype is damaging not just irritating https://www.fusion-marketing-services.co.uk/news/why-marketing-hype-is-damaging
[4] [5] and [6] deleted
[7] Clickbait has become ‘self-perpetuating cycle’ drowning out … https://pressgazette.co.uk/comment-analysis/clickbait-has-become-self-perpetuating-cycle-drowning-out-genuine-news/
[8] Effects of Clickbait Headlines on User Responses https://scholarworks.lib.csusb.edu/cgi/viewcontent.cgi?article=1440&context=jitim
[9] Clickbait headlines – a numbers game – London https://firstword.co.uk/headlines-how-they-became-a-numbers-game/
[10] Click me…! The influence of clickbait on user engagement … https://pmc.ncbi.nlm.nih.gov/articles/PMC9242456/
[11] Press Releases Became Even More Hyperbolic in 2024 https://www.adweek.com/brand-marketing/press-releases-hyperbolic/
[12] The Impact of Misleading Marketing on Consumer Trust … https://www.eelet.org.uk/index.php/journal/article/download/3140/2810/3518
[13] Puffery in advertising: how to avoid misleading claims and … https://www.linkedin.com/pulse/puffery-advertising-how-avoid-misleading-claims-stay-compliant-oaete
[14] Understanding Market and Individual Causes of False https://papers.ssrn.com/sol3/Delivery.cfm/SSRN_ID4140673_code4658580.pdf?abstractid=4140673&mirid=1
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