Clarke and Bellamy write for different websites and accidentally end up in a competition of who can write/get away with the most ridiculous headlines.
Clarke understands why people hate clickbait headlines. She really does. They’re attention-grabbing in all the worst ways, and she hates when they make someone who’s doing good out to be an asshole, or imply that gluten murdered someone’s entire family or whatever.
But as a writer? They’re really fun to come up with. She loves figuring out the right angle to sell things, and given she ends up writing a lot of bullshit, filler articles, it’s nice to come up with a good lead.
There’s an argument to be made that she’s tricking people, but, honestly, clicking on an article in error really isn’t so bad, in a global sense. Anyone who’s seriously upset that they wasted two minutes of their lives reading something they didn’t want to probably would have clicked on an article with an accurate headline to complain about the content anyway.
Besides, ad revenue is ad revenue. She knows what her job is, and it’s not keeping people from leaving outraged comments about how she deceived them with her headlines.
In fact, that’s kind of a bonus.
She’s idly vanity-googling herself when she finds a twitter poll titled “Whose clickbait headlines are better/worse, Bellamy Blake or Clarke Griffin?” and that’s what really kicks the whole thing into high gear.
The poll is neck-in-neck, which is of course the biggest issue. If Clarke was winning handily, she could let it go, but there’s actual debate in the responses, people making cases for her versus this unknown person.
It doesn’t take much to bring out Clarke’s competitive spirit. Clarke has her competitive spirit on speed dial.