If you are one of those on Facebook, brand pages or publishers that like making posts with captions like, “LIKE this post if you love Pizza, Share this if you will be in Lagos tomorrow, etc” and lots more, Facebook will begin demoting your posts as posts like this are classified as “engagement bait” to manipulate Facebook’s algorithm. Posts like this normally get high reach which makes it appear in a lot of people’s News Feed.
In a blog post, Facebook said,
“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.”
Posts made for a cause, such as seeking help, fundraising, recommendations or ones asking for travel tips will not really be affected. However, spammy or misleading posts that go against Facebook’s News Feed values will be demoted.
How Engagement Bait Will Affect Pages on Facebook
Henceforth the post reach for pages using the engagement bait tactic will be decreased. Page Administrator and Editors are advised to post meaningful content without using spammy or bait tactics.