You’ve seen these before? Right?
Of course you have…and I know you’ve gotten sucked in…we’ve all have…
Sucked in by these bottom feeder click bait posts.
We see them everywhere…
…as your news feed is filled to the brim with these trashy, redtop, hollow, sensational posts – all screaming for attention.
…the worst offenders, in my news feed, are hotels, restaurants, and gyms.
What are the worst offenders in your news feed? Comment below
What is Facebook Engagement Click Bait?
In a blog post in early December Facebook laid out what click bait is and what they are doing about it.
Here ‘it’ is in pictures:
…’it’ is the headlines…begging for attention…offering moments of diversion all about…all about…breath in in anticipation…of nothing.
Exhale in disappointment…
The posts are vote bait, or react bait, share baiting, oh sugar the name does not matter…what matters is the bait and switch
…the ‘bait’ gets ‘you’ to comment etc. and ‘switch’ it help them ‘game the system’ to get more reach…
Don’t be fooled by the false promises these headlines offer…because after the flashy headlines is nothing but low quality web pages and experiences.
Why Should Facebook Kill Engagement bait?
…Facebook despises…here’s the kicker…it’s not really Facebook that despise these posts it’s us – you and me!
Yep, all along we’re telling Facebook, the mightiest big brother, we are unimpressed with click bait headlines and posts. Yep.
People have told us that they dislike spammy posts on Facebook that goad them into interacting with likes, shares, comments, and other actions.
The collective WE don’t like click-bait.
And now Facebook is doing a big something about them.
The Click Bait is Simple
Click bait posts are easy made and easy to game the Facebook algorithm.
engagement bait,” seeks to take advantage of our News Feed algorithm by boosting engagement in order to get greater reach.
(which obviously begs the question – if gaming the system is this simple…why was nothing done about it sooner :0) )
Click bait post beat the system because the system see the comments, shares, and likes a post gets, the normal algorithm indicators…as evidence of a good quality post…the system then decides *more* people should see the post…a virtuous cycle and how the system should work. Right? Wrong.
Yep, if posts are from friends, news site, good videos etc., get shares and comments then we want a virtuous cycle.
A virtuous up cycle…unless and until ‘working the system’ is used for nothing good…becomes a vicious cycle of low quality content popping up in the news feed.
That is, until now.
…as of Dec. 18, 2017 Facebook decided to fight against the click bait engagement posts.
Starting the week of the 18th December, Facebook will demote individual posts from people and Pages that use engagement bait!!!
Can we get a collective hell yes??
Read that again…Facebook is demoting posts from people and pages that use engagement bait to get engagement!!
Wow…the upshot of this if you are into click bait is change or die baby, change or die!!
Change your tactics or die.
How will this affect your business page?
Expect reach on click bait posts to decrease. Bigly!
If you repeatedly use engagement bait tactics, your Page will see significant drop in reach.
We will roll out this Page-level demotion over the course of several weeks (leading into Jan ‘18)
Publishers and businesses…should expect their reach on these posts to decrease.
And AND! Pages that repeatedly share engagement bait posts will see more significant drops in reach.
Oh my word!!
Foster more Authentic and Real Engagement
Authentic and click bait goes deeper because back in May, ’17 Facebook cracked down on Low-Quality Web Page Experiences and rolled out an update so people would see fewer of these posts and ads…
The end goal of the Dec 18th and May updates was to punish advertisers and page posts with reduced reach, or bans.
What is allowed – Facebook Posts
Facebook Posts that ask people for help, advice, or recommendations, circulating a missing child report, raising money for a cause, or asking for travel tips, is not click bait and are not impacted by this update.
Keep your post authentic and promote ‘more meaningful and authentic conversations’ on Facebook is the key to avoiding the ban hammer.
Post posts like it’s a normal conversation…
Facebook wants a news feed with authentic engagement from people
Yes, you can still use COMMENT TRIGGER post using Facebook Messenger bots!
(more on using Messenger bots in future posts)
You should be fine with comment trigger posts as long as your posts are AUTHENTIC. Not spammy. Not gimmicky. And you are not trying to game the algorithm.
Follow these suggestions:
News Feed Publisher Guidelines
Guidelines exist and here are the three the news feed publisher guidelines to follow because it is what people value:
- Content That’s Meaningful and Informative
- Accurate and Authentic Content
- Standards for Safe, Respectful Behavior
So there you have it folks…
“LIKE this if you’re an Aries!”
‘Vote on your 2018 goals’
‘Tag friend who know this answer’
Are examples of click bait actively banned on Facebook.
Also published on Medium.