Facebook cracks down on Engagement Bait

djbaxter

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Fighting Engagement Bait on Facebook
By Henry Silverman, Facebook Operations Integrity Specialist, and Lin Huang, Engineer
December 18, 2017

People have told us that they dislike spammy posts on Facebook that goad them into interacting with likes, shares, comments, and other actions. For example, “LIKE this if you’re an Aries!” This tactic, known as “engagement bait,” seeks to take advantage of our News Feed algorithm by boosting engagement in order to get greater reach. So, starting this week, we will begin demoting individual posts from people and Pages that use engagement bait.
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To help us foster more authentic engagement, teams at Facebook have reviewed and categorized hundreds of thousands of posts to inform a machine learning model that can detect different types of engagement bait. Posts that use this tactic will be shown less in News Feed.

Additionally, over the coming weeks, we will begin implementing stricter demotions for Pages that systematically and repeatedly use engagement bait to artificially gain reach in News Feed. We will roll out this Page-level demotion over the course of several weeks to give publishers time to adapt and avoid inadvertently using engagement bait in their posts. Moving forward, we will continue to find ways to improve and scale our efforts to reduce engagement bait.
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azgold

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FB sure is not making it easy, compared to the past. How the heck are people supposed to pose real engagement/sharing without risking a violation of the new rules?

"We will roll out this Page-level demotion over the course of several weeks to give publishers time to adapt and avoid inadvertently using engagement bait in their posts."

Not sure how a slow roll-out will solve that problem. Whatever marketers replace this type of baiting with will be the next vetoed thing, anyway.

I don't use FB. I'm afraid that by the time I finally do, it'll be like trying to solve a Rubik's Cube to figure out. :D
 

djbaxter

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They're just attacking click-bait and like-bait. That's a good thing. There are way too many silly quizzes getting people to like their pages to find out who they were in a past life. Clearing those out leaves more space on anyone's feed for pages with actual content, services, or products.
 

Edvin

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Warning: Hijack in progress...

That is really clever; then again, black-hat marketers are always clever.

Machine Learning (ML) is a powerful tool; but, I don't like the suggested ML use-cases for small businesses that I've seen so far.

I suspect a general-purpose use-case for an existing business might be running ML against existing customers to find a pattern to become more effective in marketing strategy/spend.
For example, new insight about demographics can possibly narrow the paid campaign while increasing the spend to compete against bigger pockets. Or possibly, we may start bidding for audiences that we would normally exclude.

Of-course, this assumes that a small business owner has the time/money to invest in ML analysis.
 

alex3215

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Wow, Thanks. Before month ago I was searching FB Ads Features news and I didn't find this one.
It very good!
 
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