Fighting Engagement Bait on Facebook

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Facebook Announces News Feed Update to Crack Down on ‘Engagement Baiting’ Posts

As explained by Facebook:

“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.”

No doubt you’ve seen a range of examples of this type – ‘Tag a mate’ posts, in particular, have been flooding the platform in recent times.


Some of these Facebook’s been cracking down on for quite a while – vote and react baiting came up as an issue as Facebook Live gained momentum, with a heap of publishers using the format to create live polls, capitalizing on the reach benefits of both Facebook Live and Reactions engagement.


Facebook added it :

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.

Posts that ask people for help, advice, or recommendations, such as circulating a missing child report, raising money for a cause, or asking for travel tips, will not be adversely impacted by this update.

Instead, we will demote posts that go against one of our key News Feed values — authenticity. Similar to our other recent efforts to demote clickbait headlines and links to low-quality web page experience we want to reduce the spread of content that is spammy, sensational, or misleading in order to promote more meaningful and authentic conversations on Facebook.



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