Social networking site Facebook has announced crackdown against “engagement bait,” that seeks to take advantage of its News Feed algorithm by boosting engagement in order to get greater reach.
The initiative has come after Facebook received complaints about 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!”
In view of such spammy posts, starting this week, Facebook will begin demoting individual posts from people and Pages that use engagement bait, informs a post from Facebook.
“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,” added the post.
The social networking site has also announced implementation of 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.”
However, 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, have been kept away from this update.
Instead,it will demote posts that go against one of its key News Feed values — authenticity.