Yes, "clickbait" was a thing even before people were clicking. "Yellow journalism" helped start the Spanish-American war over 125 years ago. But the pernicious effects on society of social media are way, way worse, if only because social media companies have way more data, and correspondingly more levers to act on that data. They run addiction machines that legacy media could only dream of, and they do it for the sole purpose of making money, all other consequences be damned.
I'm into a rather niche artistic pursuit, and I get lots of reels on this topic, and I noticed that the top comment on these reels is always the dumbest, most asinine comment imaginable. It's like if HN's algorithm were literally reversed. It's like this because of course these comments get lots of "engagement" because it's just rage bait. And all of Facebook is like this - they deliberately push the most rage inducing content because it's profitable.
Zuckerberg deserves all the opprobrium he gets and then some. I'm not necessarily arguing that legacy media is more "moral", but they simply never had the tech to tear society apart like Zuckerberg does.