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ClickHole
ClickHole
from Wikipedia

ClickHole is a satirical website that parodies clickbait websites such as BuzzFeed and Upworthy. It was launched on June 12, 2014, by The Onion,[4][5][6][7] in conjunction with that publication's decision to stop its print edition and shift its focus exclusively to the internet.[8] According to ClickHole's senior editor, Jermaine Affonso, the website is "The Onion's response to click-bait content" and serves as "a parody of online media".[9] Critics noted that, on a deeper level, ClickHole illustrates the shallow nature of social media content and media sites' desperation to share such content.[10][9]

Key Information

On February 3, 2020, the website was acquired by the team behind Cards Against Humanity. After the purchase, the website's employees became its majority owners, and retain complete creative control.[11]

Background

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ClickHole aims to mock content posted on media sites, using satire, and tries to make its content shareable. According to its website, ClickHole wants "to make sure that all of [its] content panders to and misleads [its] readers just enough to make it go viral".[12] In most of its posts, ClickHole tries to convey an underlying message, usually poking fun at social media users or societal behaviors.[1][6]

The website aims to publish content frequently, setting a target of 7–10 new posts daily.[9]

Content

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ClickHole publishes content in the form of articles, videos, quizzes, blogs, slideshows, and features.[13]

Since being founded in June 2014, ClickHole has published parodies of nostalgic content, advice, motivational quotes, sport analysis, life hacks, fashion, and think-pieces (all of which mimic the style and tone of content posted by media sites such as BuzzFeed and Upworthy).[14][10] Another popular feature is "oral histories" of TV shows, websites, and other usually very recent pop culture phenomena.[15]

The ClickHole team meets frequently to brainstorm about new ideas and topics that can be written about. The team uses social media feeds as inspiration for topics to satirize, based on the clickbait that is shared most often.[10] ClickHole ensures that its employees put detail into how each topic should be addressed from a satirical point of view, so that its ideas are conveyed successfully. It also was revealed that the team is still at a stage where it is experimenting with ideas to see what is best received by its audience.[16]

Content posted on ClickHole also is shared on social media platforms such as Facebook, YouTube, Instagram, Twitter, Tumblr, and Pinterest.[12]

In February 2015, ClickHole began posting interactive fiction adventure games called ClickVentures.[17]

On February 23, 2017, ClickHole temporarily changed its name to Cruft. The change was unexplained, and the name was changed back the following day.[18]

On May 17, 2017, ClickHole was changed to PatriotHole, declaring itself to be "the only viral media site brave enough to SCREAM about REAL Americans" and "the internet's last stand against the tyranny of the Leftist Media."[19] As PatriotHole, the site's journalistic style shifted to resemble fringe right wing news websites such as Breitbart and InfoWars.[20][18] The site's logo was changed from an orange spiral pattern to a white eagle with orange lines spanning between its wings. Two days later, the site changed back to normal, although PatriotHole was spun off into its own section.[21]

On August 29, 2017, PatriotHole introduced Doug Baxter as the host of its eponymous web video series which premiered on September 6, 2017.[22] The show features Baxter as a parody of conspiracy theorist Alex Jones, parodying Jones's views on subjects like Hillary Clinton,[23] globalists,[24] 9/11 conspiracy theories,[25] and products sold through the InfoWars website.[26]

On May 9, 2018, ClickHole launched a new liberal-themed site called ResistanceHole, which has a similar theme to PatriotHole but targets liberal news media in its satire, and 'attacks' figures like Donald Trump and Mike Pence (as opposed to PatriotHole, which targets ones like Hillary Clinton and Bernie Sanders).[27]

From January 31, 2022, through February 3, 2022, the website rebranded itself as KidHole and removed all of its previous content to replace it with more childish articles.[28]

Reception

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Within the first week of release, some readers criticized ClickHole for what they saw as a lack of originality. It was accused of using Upworthy, The Huffington Post and BuzzFeed for inspiration for its headlines, slideshows, and quizzes respectively.[1] One hundred days after its launch, Fast Company praised the site, saying it was "earning praise from just about every corner of the Internet",[29] with 36% web traffic generated via sharing on Facebook. The format established by ClickHole is being emulated by some campus satirical newspapers, such as The Michigan Every Three Weekly[30] and The Georgetown Heckler with their spin-off.[citation needed]

Various writers predicted that the website will be a long-term success because its content has consistently been creative and targets a wide audience.[1] They assumed this to be the case as long as ClickHole's audience understand that the website parodies clickbait, and is not clickbait in itself.[10] Sam Parker of The Guardian said it was unclear whether ClickHole is "a satire of clickbait, or good satire done as clickbait".[1]

Many users of social media have taken ClickHole articles to be literally true (especially those addressing controversial topics), and have expressed their anger and confusion online.[31]

Celebrity recognition

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Actor and director George Takei mentioned the website on his official Facebook account after the ClickHole team published an article dedicated to him ("10 Things We Hope George Takei Likes Enough To Share This List") and repeatedly tried to contact him through social media.[16][32] In another instance, the Facebook account of Robert Downey Jr. posted a link to the article "What Robert Downey Jr. Would Look Like Today," which had the satirical premise of the actor having died several years ago and stating, "I always try to defy expectations."[33][34]

After falling for a fake quote attributed to him on ClickHole, Anderson Cooper dedicated the "Ridiculist" segment of the May 20, 2015, episode of Anderson Cooper 360° to the website.[35]

On the July 1, 2025 episode of All In with Chris Hayes, MSNBC's Chris Hayes explained that ClickHole's viral headline turned meme "Heartbreaking: The Worst Person You Know Just Made A Great Point" had recently been "getting a real workout," using it in reference to Rep. Marjorie Taylor Green's condemnation of President Trump's decision to bomb Iran and Elon Musk's criticism of President Trump's Big Beautiful Bill.[36]

See also

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References

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Further reading

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Revisions and contributorsEdit on WikipediaRead on Wikipedia
from Grokipedia

ClickHole is a satirical website launched on June 12, 2014, by as a parody of clickbait journalism and viral content platforms such as and , featuring absurd headlines, quizzes, and stories designed to mock internet media tropes.
Initially sponsored by Jack Link’s Beef Jerky on National Jerky Day, the site began with a small team of five writers from and quickly gained attention for pieces like a parody of , which prompted early sponsor concerns over its anti-commercial tone.
Following ownership changes—including acquisition by in 2016 and subsequent sales—ClickHole was purchased by in 2020, transitioning to a worker-owned that preserved its creative independence amid challenges.
Known for viral successes such as the quiz "Which One of My Garbage Sons Are You?" and surreal oral histories, the site has endured for a decade, outlasting many of its targets while maintaining a distinctive voice of media critique through unhinged humor.

Origins and History

Founding and Launch

ClickHole originated within as a sponsored project for Beef Jerky, designed to parody clickbait media such as and while integrating digital advertisements for meat snacks. The initial concept featured a working title of "StuffFeed," which was changed to "ClickHole" after selection from 39 proposed names. The site launched on June 12, 2014, coinciding with National Jerky Day and The Onion's shift to an exclusively digital format after ending its print edition earlier that year. Co-founded by Steve Etheridge, who subsequently became , ClickHole was developed by a compact team that included first Jermaine Affonso and initial writers Matt Powers, Noah Prestwich, Cullen Crawford, and . Launch content emphasized absurd, anti-commercial , such as articles referencing a beef sculpture dubbed "Meat Rushmore," accompanied by a sidebar ad section called "Cash Hole." The founding staff worked under short-term contracts with modest compensation, establishing a foundation for the site's distinctive, unconventional approach to viral-style .

Early Development and Expansion

ClickHole rapidly gained traction following its June 12, 2014, launch as a digital extension of , capitalizing on the contemporaneous explosion of clickbait-driven media. The site initially featured parody articles mimicking the sensational headlines and listicles of platforms like and , but soon broadened to encompass videos and visual content, aligning with 's pivot away from print toward exclusively online formats. This expansion reflected broader industry trends where publishers chased viral strategies, positioning ClickHole to satirize them effectively from inception. By mid-2015, ClickHole had established a reputation for innovative , with outlets praising its timely critique of manipulative online content amid a boom. Content production scaled to include daily low-budget videos, such as a reimagined opening credits sequence featuring an elderly performer, which exemplified the site's economical yet effective of tropes. These efforts, drawn from The Onion's established satirical infrastructure, fostered a distinct voice that blended urgent phrasing with escalating ridiculousness, contributing to early viral shares and media buzz. The site's growth under The Onion's ownership through 2016 involved refining formats to sustain , including interactive quizzes and macros that amplified its shareable appeal without adopting distributed content strategies like those of its targets. This phase solidified ClickHole's niche as a pure vehicle, distinct from revenue-chasing peers, though specific traffic metrics from the period remain undocumented in public reports; its cultural footprint expanded via endorsements in outlets like , which lauded it as a pinnacle of online .

Ownership and Business Model

Transition to Cards Against Humanity

In February 2020, acquired ClickHole from , the site's owner since late 2016 when G/O was formed by private equity firm Great Hill Partners following its purchase of assets including ClickHole's parent Onion Inc. from . The deal, completed on February 3 for an undisclosed sum, transferred majority ownership to ClickHole's employees while retained a minority stake, a structure intended to grant staff greater autonomy amid prior concerns over 's cost-cutting measures and editorial interference at its properties. The acquisition stemmed from Cards Against Humanity's interest in supporting satirical content aligned with its irreverent brand, as articulated by co-founder Max Temkin, who described the move as a way to preserve ClickHole's independence from corporate pressures that had plagued outlets like , which faced staff walkouts in 2019 over similar issues. Post-transition, ClickHole maintained its operational focus on articles without immediate structural overhauls, though the employee-led ownership model was credited with stabilizing the site amid broader turbulence. This shift marked ClickHole's fourth ownership change since its 2013 launch under , reflecting the volatility of online satire amid consolidating media conglomerates, but the Cards Against Humanity arrangement emphasized worker equity over profit maximization, diverging from G/O Media's private equity-driven approach.

Merchandising and Revenue Streams

ClickHole generates revenue primarily through merchandise sales via its official online store, store.clickhole.com, which offers satirical apparel and accessories including t-shirts priced at $29.99, sweatshirts at $37.99, and baby onesies featuring absurd designs such as " Don't Cause Autism...", "Little Jazz Boy", and "Fatherhood Wasn't For Me". The store categorizes products into lines like state pride shirts (e.g., "" Shirt), birthday gifts (e.g., "My Birthday Is Just A Painful Reminder That My Parents Once Had " Shirt), and family-themed items (e.g., "Wife & Kids Enthusiast" Shirt), with free U.S. shipping on orders over $70. Following its acquisition by in February 2020 for an undisclosed all-cash amount, ClickHole shifted toward diversified streams, including merchandise as a core pillar alongside commissioned writing for external brands. The transition enabled funding for additional staff and exploration of non-advertising models, as traditional digital ad has diminished due to platform algorithms diverting and earnings. While specific sales figures remain undisclosed, merchandise has become a significant income source, complementing occasional ventures into podcasts and branded content, though ClickHole maintains a lean operation focused on sustaining its satirical output without relying on high-volume traffic monetization.

Content and Satirical Approach

Parody of Clickbait Conventions

ClickHole parodies conventions by mimicking the sensational, promise-laden headlines and interactive formats of sites like and , while escalating them into surreal absurdity that undercuts the original intent of driving engagement through superficial intrigue. Launched on June 12, 2014, as a spinoff of , the site targets the era's viral content trends, such as numbered lists, personality quizzes, and slideshows, but subverts them with content that fulfills headline promises in increasingly bizarre, literal, or discomforting ways rather than providing genuine value or emotional payoff. Central to this satire are headlines that employ clickbait rhetoric—phrases like "You Won't Believe" or "X Times"—but pair them with premises that veer into the nonsensical or , highlighting the emptiness of traffic-driven . For instance, " Won’t Star In A Movie Unless You Pay Him Money" literalizes celebrity endorsement tropes into a plea for direct funding, while "5 Times The Animatronic On Addressed Me By Name" transforms a mundane theme park observation into an eerie . Similarly, "'90s Kids Rejoice! The Spider Eggs They Used To Fill Are Finally Hatching" evokes nostalgic listicles only to pivot to grotesque implications, parodying how clickbait exploits generational sentiment without substance. Interactive elements like quizzes further exaggerate engagement baiting; "We Can Determine Which State You’re From Just From The Way You Answer This One Simple Question" uses reductive options (e.g., "Knee Curtains") to mock pseudo-scientific tools, yielding results that prioritize humor over accuracy. Slideshows and "blog posts" replicate gif-heavy, shareable formats but infuse them with dark twists, such as reimagining toys through post-9/11 lenses in "7 Classic ’90s Toys That Weren’t Fun Anymore After 9/11," exposing the contrived relevance of viral content. This approach relies on linguistic precision and escalation, where writers build from familiar viral jargon to absurd conclusions, critiquing how prioritizes shares over coherence.

Key Formats and Recurring Features

ClickHole's content primarily parodies through formats such as listicles, articles, and quizzes that escalate everyday scenarios into absurdity. Listicles mimic BuzzFeed-style enumerations, like "8 Things That Only People From Your State Understand," which devolve into hyperbolic regional and nonsensical observations to highlight the superficiality of viral personalization. Narrative articles feature sensational headlines leading to meandering, irrelevant tales, exemplified by "The Time I Spent On A Commercial Ship Totally Changed My Outlook On ," which repurposes excerpts into faux-personal enlightenment without resolution. Quizzes form a core format, satirizing self-discovery tools by presenting multiple-choice dilemmas that branch into chaotic, consequence-laden paths, often frustrating users with illogical outcomes. These began as simple personality tests but evolved to incorporate slideshow mechanics, parodying the tedious navigation of early web quizzes. Recurring features include "They Said What?!," a series fabricating preposterous quotes from celebrities to lampoon tabloid quote-mining, such as attributing bizarre statements to figures like Mark Cuban, who once publicly mistook the parody for real news. The "Explained" series dissects pop culture events or concepts in overcomplicated, misleading detail, like simplifying rap feuds into even more convoluted pseudexplanations. ClickVentures, interactive choose-your-own-adventure games introduced as an extension of quizzes, place readers in escalating absurdities, such as navigating high school popularity quests or crime-fighting with a birthday sword, with branching narratives emphasizing and over coherence. A notable subset is the Sam Stonemarrow Mysteries, recurring noir tales where users solve cases amid tropes twisted into , as in "A Tooth In Death's Mouth," involving chases and improbable miracles. These formats collectively amplify clickbait's manipulative engagement tactics, prioritizing viral provocation over substance.

Reception and Cultural Impact

Critical Acclaim and Longevity

ClickHole has received praise from media critics for its sharp parody of journalism, with outlets highlighting its enduring humor and insight into digital media's excesses. In a 2024 review marking the site's tenth anniversary, The Guardian described it as "still the funniest thing on the ," noting its ability to remain relevant even as the BuzzFeed-style platforms it lampooned declined in cultural dominance. Similarly, WIRED in 2020 commended ClickHole's content for functioning as media criticism, observing that journalists recognized its satirical pieces as exposing "the madness" of content desperation in online publishing. The site has garnered formal recognition in digital media awards, including a 2017 Webby Award win in the Social Weird category and a People's Voice Winner in the same, as well as a 2015 nomination for Humor Websites from the International Academy of Digital Arts and Sciences. Slate in 2015 selected ten standout articles as exemplars of ClickHole's brilliance, arguing that its pieces captured a voice akin to influential magazines of past eras in embodying contemporary absurdity. Chicago Reader echoed this in 2015, calling it "the Internet's most brilliant site" for cleverly subverting viral content tropes while avoiding the pitfalls of its targets. Launched on June 12, 2014, ClickHole has sustained operations for over a decade amid shifts in online media landscapes, outlasting the peak popularity of the formats it satirizes. Its longevity stems from consistent output of absurd, self-aware content that critiques rather than mimics viral incentives, as evidenced by ongoing viral pieces and site updates into 2025. Unlike many sites that fade with their subjects, ClickHole's model—rooted in Onion-style —has adapted by evolving formats like quizzes and lists into vehicles for broader cultural commentary, maintaining audience engagement without relying on algorithmic chum.

Celebrity Endorsements and Media Recognition

ClickHole has garnered media recognition for its enduring satirical commentary on internet culture. In June 2017, the site received both the Webby Award and the People's Voice Award in the Social Weird category from the International Academy of Digital Arts and Sciences, acknowledging its innovative social media campaigns. Outlets such as The Guardian have praised its longevity, noting in a 2024 article on its 10th anniversary that it remains "as funny as the day it was born" amid the decline of the clickbait formats it parodies. WIRED highlighted its adaptability in a 2020 profile, crediting its survival through ownership changes and cultural shifts to a commitment to absurd, unfiltered humor. Celebrities have shared and interacted with ClickHole content, amplifying its visibility. Actor promoted site articles on his official account following the publication of pieces featuring him, contributing to early buzz. Former President similarly shared ClickHole articles on , as reported in coverage of the site's rapid rise to cultural phenomenon status by mid-2015, when it attracted 5 million unique monthly visitors. Comedian voiced strong support in a 2019 Vulture interview, describing its blend of dark and absurd elements as a standout in and lamenting threats to its independence from private equity influences. Other public figures have engaged directly with specific articles. In May 2018, responded to a satirical ClickHole piece imagining her involvement in a Tesla promotion with a witty acknowledgment, demonstrating the site's ability to elicit playful reactions from global icons. These interactions underscore ClickHole's appeal beyond niche audiences, though they primarily involve organic shares rather than formal endorsements.

Criticisms and Satirical Debates

Questions of Depth and Originality

Critics have questioned ClickHole's originality since its 2014 launch, arguing that its core premise—parodying clickbait headlines and listicles from sites like BuzzFeed and Upworthy—relied too heavily on imitation rather than invention, with early articles accused of directly riffing on contemporary viral formats without sufficient novelty. Over time, this concern evolved as the site's reliance on decade-old headline tropes, such as exaggerated "you won't believe" setups, began to feel dated amid shifts in online media, prompting staff admissions that the parody no longer fully simulated contemporary internet experiences. Despite this, ClickHole introduced original recurring elements like "Punditfact" fact-check parodies and absurd narrative series, which extended the format into sustained fictional worlds, distinguishing it from pure mimicry. Regarding depth, debates center on whether ClickHole's penetrates beyond surface-level to offer substantive critique of media incentives or cultural vapidity, or if it remains confined to formal without probing causal drivers like algorithmic pressures on . Some analyses praise its layered approach, where mimicry reveals the inherent emptiness of virality-driven , effectively highlighting how such formats prioritize over insight. However, others contend that the site's humor, shaped by a historically homogeneous writing room—predominantly straight, white, and male—limits its satirical range, resulting in a voice that under-explores diverse societal angles and risks in addressing broader . This homogeneity, acknowledged by contributors as a blind spot, has fueled questions about whether the content's appeal stems more from insider than universal or incisive commentary, especially as external pressures like layoffs reduced resources for format innovation. In contrast to The Onion's news-style deconstructions, ClickHole's focus on invites scrutiny over its capacity for enduring intellectual bite, though proponents argue its persistence demonstrates adaptive depth in mocking persistent media pathologies.

Misinterpretations and Accusations of Derivation

In July 2018, published an article referencing a ClickHole piece as a legitimate source in its coverage of a campaign to boost Green Day's on UK charts amid Donald Trump's use of the song, attributing fabricated quotes to from the satirical article "Enough Time Has Passed That We Can Admit 'American Idiot' Wasn't That Good" as real statements. The error stemmed from mistaking the site's parody for factual reporting on Armstrong's views, prompting swift correction after users highlighted the . This incident underscored challenges in distinguishing ClickHole's exaggerated clickbait-style absurdity from genuine content, especially as its formats mimic real viral media. Public figures have similarly misinterpreted ClickHole articles, reacting to invented quotes as authentic; for instance, in 2015, and publicly expressed anger over false attributions in ClickHole pieces, as featured in media segments on the site's provocative . Such responses highlight how the site's intentional blending of plausible headlines with outlandish narratives can lead to literal interpretations, despite clear satirical markers like implausible premises. Accusations of derivation have centered on ClickHole's heavy reliance on clickbait tropes from sites like , , and The Huffington Post for quizzes, slideshows, and headlines, with critics arguing this makes its insufficiently original rather than transformative. However, defenders maintain that precise emulation is core to exposing the manipulative mechanics of those formats, as evidenced by the site's evolution toward "pseudo-absurd" content beyond direct . No formal plagiarism claims have succeeded against ClickHole, given its status as protected under principles.

References

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