The Urban Dictionary defines "click bait" as "an eyecatching link on a website which encourages people to read on." Journalistically, it's an approach to web content featuring sensational headlines that practically compel the reader to "click here." The more clicks, at least in theory, the better the revenue.
"On Thursday," according to The Huffington Post, "a crotchety man took to Facebook... arguing modern journalism has abandoned real reporting in favor of clickbait headlines and insubstantial listicles only meant to garner traffic." The man who wrote the scathing critique, says the Post, is none other than Mike Hudack, director of product at Facebook - which the Post describes as "the super-popular website that rewards the clickbait [which Hudack] so laments."