Facebook Demote Engagement Baits: Facebook is wrapping up the year and “cleaning out the clutter” of spammy content to begin off 2018 with an improved user expertise for all. They’re currently demoting posts (and pages) that embody Engagement bait as those posts go against one in all Facebook’s key News Feed values — Genuineness.
The point of Facebook’s newest algorithm change is to reduce the spread of content that is spammy, sensational, or misleading in order to promote more meaningful and authentic conversations on Facebook.
What is Engagement Bait?
Engagement bait is “a tactic to create Facebook posts that goad people into interacting, through likes, shares, comments, and other actions, in order to artificially boost engagement and get greater reach on News Feed.” They are basically “fluff” posts that don’t provide value to you, your business, or the Facebook community. Many users have been posting this type of content, and Facebook has discovered that those types of posts are continuously being marked as spam.
1. Comment Baiting
Facebook says, “Asking people to comment with specific answers (words, numbers, phrases, or emojis)” is engagement bait because it is spammy in nature. People often feel that you are only asking them to comment so that you can increase your visibility on Facebook without providing any value in return and the Facebook community does not care to be used simply for your business’ gain.
2. Tag Baiting
Tagging is a Facebook feature that is meant to tag a person who is actually physically in the image/photo you are posting. It is not meant for tagging 47 of your friends on a post so that they can see it and comment. Asking people to tag their friends in the post message or in the comments is a big No-No. Facebook is including these types of posts as engagement bait because of the negative feedback collected from users that were tagged and in no way connected to the content of the post.
3. React Baiting
Facebook Reactions were created for us as a way to portray how a post makes us feel but Facebook doesn’t want you to force people to comment on a specific reaction on a post. Keep the reactions out of your posts as Facebook wants people to use them as they were intended.
4. Vote Baiting
Having people vote using reactions, or by commenting or sharing will also be considered engagement bait posts. Facebook does not want you to bait people into voting using their reactions when the reaction doesn’t align with the voting subject (for example, the angry grilled cheese option) so don’t use them in your images.
5. Share Baiting
Asking your friends and followers to share a post so they can win a contest or receive some type of reward is considered engagement baiting. It’s fine to ask your audience to share content that is related to your business and provides value to further educate others but does not include any sort of giveaway in your Call to Action.
How will this impact Pages?
Publishers and other businesses that use engagement bait tactics in their posts should expect their reach on these posts to decrease. Meanwhile, Pages that repeatedly share engagement bait posts will see more significant drops in reach. Page Admins should continue to focus on posting relevant and meaningful stories that do not use engagement bait tactics.