Take the Big Lebowski thumbnail on his screenshot. While that scene is in the movie, it’s not at all central to the plot. It’s not that remarkable or even show the main character. There is no shooting. But a man aggressively pointing a gun gets you curious, more than the actual movie poster.

It’s clickbait because it is simply picking the image most likely to elicit a reaction - and misrepresenting the nature of the movie in the process. I think the article did a decent job of explaining the psychology behind it.

Another simple example: imagine the title of this post was “Netflix is dying - here are three reasons why”. No actual connection to the content, just something to grab your attention. That’s clickbait.