Facebook Targets Engagement Bait

In Facebook’s latest news feed tweak, the company is devaluing posts that ask users to like, share and comment. This is part of a wide crackdown on people trying to game the news feed algorithm.

Facebook announced the change on Monday. Something they tried to stop earlier in the year by boosting pages and posts that weren’t using cohort tactics. It now appears that positive reinforcement wasn’t stamping out the practice as Facebook had hoped so now they are taking the opposite tack.

Rolling out to all users over the cause of this week the news feed algorithm will demote individual posts and if the page continues to offend this will apply to their page and all related content. Facebook is taking this a step further and even demoting paid adverts from repeat offenders.

“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”

While this may sound counter-intuitive after all isn’t the point of sharing something on Facebook to share something other people want to see? Facebook argue yes, however, the share should be more substantial than sharing because you were asked to.

Facebook doesn’t want your news feed to be your email inbox full of spam and messages you don’t care about. They are trying to cut out the bad tactics of rouge marketers and keep Facebook a clean and healthy place you want to visit.

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