Beginning from this week, Facebook will commence the reduction of spammy or “engagement bait” posts that spur users into taking actions of liking, commenting, sharing or tagging. Posts that are apt to make users “Tag a friend who likes to take a nap!” seem popular because they game Facebook algorithms, which causes Facebook to prioritize such posts thus allowing more of those posts to appear on the News Feed. The company made an exception thus stating that posts that ask people for help, advice, opinions, or recommendations like raising cash for charity or asking for advice on how to embark on a journey won’t be affected by the update.
Facebook reviewed and categorized hundreds of thousands of and taught a machine learning model capable of detecting the various kinds of engagement bait. According to the company, there will consequently be an employment of stricter demotions for Pages that repeatedly bait engagement therefore making them see “significant drops” in their reach, although this won’t happen immediately but in a few weeks in order that they may be able to give publishers time to adapt. “Moving forward, we will continue to find ways to improve and scale our efforts to reduce engagement bait,” Facebook said. “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.” Facebook says Pages that repeatedly post engagement bait will see more “significant drops” in reach.
Facebook engages in a regular adjustment of its News Feed algorithm to reduce clickbait and to aim at video spam, junk posts, and fake likes. Last week, the company said that it would be tweaking which videos Facebook users see and also incorporating the new snooze feature that lets you Snooze a person or page for 30 days.