Engagement Baiting and Your Facebook Page

Facebook is officially going to start cracking down on pages that practice what’s known as “engagement baiting.”

If you’re not familiar with this term, it refers to posts that pages create that encourage people to like, comment, share or tag a friend for really no reason at all–other than to gain additional reach in the newsfeed. You’ve seen these several times, I’m sure, as they seem quite prevalent with some pages. Here are some generic examples:

“LIKE this post if you agree that pizza is the best food ever!! LOVE this post if you can’t live without pizza in your life!!”

“TAG a friend that you would share this ocean front bungalow with!”

“TAG a friend on this {really weird/disgusting/disturbing} video and don’t say anything!”

People find these somewhat amusing so they play along, apparently. Essentially pages using these types of posts are trying to ‘beat’ the Facebook algorithm by encouraging users to engage with the post. Interestingly enough, Facebook is rolling this change out over the course of a few weeks.

You may have been tempted to jump on this bandwagon and create posts like this, but consider this your PSA to avoid it! It’s hard enough to get any organic reach at all through Facebook these days and using engagement baiting tactics as part of your social media marketing strategy will make it worse. Facebook’s crackdown means that pages using this tactic will now be penalized with even further reduced reach for their page.

If you’re not in the practice of creating these types of posts, you really have nothing to worry about. In fact, it might just help clear up our personal newsfeeds, which is something I can appreciate! How about you?

10 Comments on “Engagement Baiting and Your Facebook Page

  1. I’ve heard about this. It’s not something I typically do on my Facebook page – but good to know I should avoid it. Thanks for the tip!

  2. Yes, everyone hates those types of posts. What do you see as working now a Days. Content marketing for sure, but what strategies are gold and which ones are a waste of time?

    • It does depend on the business and industry a bit. But in general, taking the time to find out what your ideal client or target audience will find valuable will really help! Though this can be easier said than done sometimes..

    • I agree with you! I think an occasional “share with a friend who would find this helpful” type of post is okay but I really dislike the posts that require you to share or tag a friend in order to enter a contest. Against Facebook terms as I understand it, too!

  3. Great post! Thank you. Question – what about asking questions or for engagement on Facebook Live posts?

    • Thanks for reading! That is a good question… I would suspect that verbally asking people to comment on your post as you’re live might be okay, but I think it’s going to depend on how strict Facebook is with this. I do know they’ve said they won’t penalize posts such as those asking people to share to help find a missing child, for example. We will have to keep an eye on this!

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