Asking for ‘likes’, ‘tag a friend’ or ‘share this post’ is now being marked down by Facebook. A prime example below…
“Tag someone who might be interested”
We all do it because it works (or did work).
That post back in October ’17 on Weston Cricket Clubs Facebook Page reached over 2000 users, whilst updates without a ‘nudge’ are lucky to reach 200. This was achieved by simply asking followers to engage with the post.
Last month (18th December 2017) Facebook announced a new crackdown on what it calls Engagement Baiting.
What Is Engagement Baiting And Why Doesn’t Facebook Like It?
Engagement Baiting is the process of ‘tricking’ users into engaging with a post. The practice is designed to make a post or page rank higher in Facebook user newsfeeds by achieving more engagement.
Facebook has named 5 forms of Engagement Baiting it is taking action on:
- Vote Bait – Using a different reaction to represent a vote on a post;
- React Baiting – Asking a Facebook user to express how they feel about a post;
- Share Baiting – Asking you to share a post or page with a friend;
- Tag Baiting – Asking you to tag your friends in a post;
- Comment Baiting – Asking users to respond with a specific phrase, word, or number to a post.
Why Is This Important?
Simply put, brands, influencers and companies use this technique to get more organic engagement with a post, which can help them:
- Generate visibility;
- Give exposure to new audiences;
- Ensure your content is being seen;
- Grow their audience;
- Potentially help them make more sales.
Facebook now considers Engagement Baiting to be spam.
What Have Facebook Said?
Facebook will start demoting content which they feel are ‘spammy posts’ that actively solicit users to interact with a post in a specific way.
The purpose is to allow for more meaningful posts, pages and conversations on Facebook and improve its user experience.
If you engage in this type of activity, you can expect your page and posts to be demoted.
Facebook has given page admins guidance on Facebook Newsfeeds which they encourage all to read.
Posts, where people ask for help, advice or recommendations, will not be considered as Engagement Baiting and as such, will not be impacted by the update. These include missing person reports, charity work or asking for tips on writing a blog.
How Will Facebook Do It?
According to SEJ, Facebook will collect hundreds of thousands of examples of Engagement Baiting posts and pages and train an algorithm to detect the different versions. This will happen automatically.