Facebook’s Fight Against Engagement Bait
In case you haven’t heard the news, Facebook announced on December 18th that they will begin fighting what’s called ‘Engagement Bait’ posts.
This means posts with wording like these:
- LIKE this if…
- COMMENT if.
- LOVE (or other reactions)....
Publishers have long used wording like this to inspire people to engage with their posts, however it’s true that this is considered ‘baiting.’ Facebook users worldwide have been complaining about these ‘spammy’ seeming posts and Facebook has listened.
They’ve reviewed and categorized hundreds of thousands of posts in order to create their most recent algorithm to combat these bait posts. If your business page continues to use these baiting tactics, you will see a significant decrease in reach, and of course, engagement.
What To Do:
So how can you stay on your audience’s feeds? We’ve said it before, and we’ll say it again;
BE GENUINE. BE TRANSPARENT. BE AUTHENTIC.
If you’ve seen Dead Poet’s Society with Robin Williams (May he Rest in Peace), then you’ll remember this infamous quote:
"So avoid using the word 'very' because it's lazy. A man is not very tired, he is exhausted. Don't use very sad, use morose. Language was invented for one reason, boys - to woo women - and, in that endeavor, laziness will not do.”
Now, of course this movie came out in 1989 but we’re going to relate the quote’s section about ‘wooing women,’ to capturing your audience. As in, use language to your advantage! Take Mr. Keating's advice, and don't be lazy. Find new ways to engage with your audience. Don’t ask people to comment, just ask the question.
- Instead of: “COMMENT your favorite movie!”
- Try: “What’s your favorite movie classic?”
- Instead of: “TAG your friend who’s always *insert verb here*?”
- Try: “Who do you know that’s always *insert verb here*?”
Better yet, write like you’re the audience. If you write about you, or your team, or even your audience, then more people are likely to engage with you.
Now, don’t be misinformed, this doesn’t mean you can’t still ask questions, seek advice, or even ask for suggestions or recommendations.
Use this as an opportunity to start thinking outside the box. 2018 is going to be a wild year for digital marketing, and for me, it’s going to be the Year of Engagement.
So, stop telling people to engage with you, and engage with them first.
Social media has long been treated as a sales platform, and while that’s an option, I believe that social media is meant to be a connection tool. People think that in this world of millennials and #FakeNews that people will believe anything they see online, and that is actually the real #FakeNews.
People are smarter than most marketers give them credit for. Treat your audience like the real people they are, and they’ll do the same in return.
You want to share relevant news and stories, and information that’s meaningful and informative. Keep your messaging accurate and respectful.
ABOUT THE AUTHOR
Krystal's career background ranges from public relations to SEO strategy to social media management. She believes her journalism concentration from her Mass Communications degree from the University of South Florida St. Petersburg allows her to better understand the marketing industry and how to communicate with people both in person and digitally. Krystal likes puns, hula hooping, comic collecting, and socializing or attending networking events.