Cracking the Code: Understanding and Fighting Engagement Bait on Facebook
Expect a significant decrease in your organic reach if you are using this.
Engagement bait posts are everywhere on Facebook. You’ve seen them — posts asking you to like, share, or comment if you agree or have experienced something.
Facebook pages use engagement bait tactics like: “Comment Amen if you believe!” or “Share if you’re a proud parent!” to artificially boost engagement and reach.
But engagement bait harms authentic user experiences on Facebook. That’s why Meta is cracking down on this shady practice. Read on to understand what engagement bait is, why Facebook is demoting it, and how you can avoid using it.
What is Engagement Bait?
Engagement bait is a tactic used by pages and profiles on Facebook to artificially boost engagement metrics like likes, shares, and comments. The goal is to trick the Facebook algorithm into thinking the post is popular so it gets shown to more people.
Here are some common types of engagement bait posts:
- Like or react if you agree posts — “Press Like if you think puppies are cute!”
- Comment bait — “Comment where you’re from!”
- Share bait — “Share if you love your mom!”
- Tag a friend bait — “Tag someone who would love this!”
- Reaction bait — “Press the emoji that matches your mood right now!”
Anything that specifically asks for engagement as the main point of the post is engagement bait. And while it might seem harmless, engagement bait actually degrades the user experience on Facebook.
Why Facebook is Demoting Engagement Bait
Facebook has explicitly said engagement bait goes against their core News Feed values of authenticity and meaningful engagement.
People don’t actually like seeing posts that manipulate them into interacting. It makes the News Feed feel fake, spammy, and filled with clickbait.
So Facebook created machine learning models to detect engagement bait posts. Any posts flagged as using these shady tactics will be demoted and shown to fewer users in the News Feed.
Facebook also said pages that repeatedly use engagement bait will face even harsher demotions. They want to incentivize publishers to share meaningful stories instead of spammy posts.
How to Avoid Using Engagement Bait
As a page admin, you need to closely analyze your posting strategy. Remove any engagement bait posts or tactics. Here are some tips:
Post Valuable Content
Focus on sharing truly useful, interesting posts your audience will appreciate. Provide value and information instead of begging for likes and comments.
Ask Genuine Questions
There’s nothing wrong with asking questions to spark discussion. Just make sure they are relevant and not solely to bait engagement.
Comment Thoughtfully
Don’t spam comments with irrelevant phrases or emojis. Add thoughtful, on-topic comments to posts.
Prioritize Authenticity
Keep your page’s voice genuine. Don’t use overly promotional language that seems fake.
React Organically
Only hit like or use reactions if you genuinely appreciate and connect with a post.
The Impact of Fighting Engagement Bait
Demoting engagement bait might cause short-term reach declines for some pages that rely heavily on these tactics. But in the long run, every page benefits when the integrity of the News Feed improves.
When engagement bait goes away, users will be more likely to:
- Have positive brand sentiment towards pages
- Engage authentically with content they care about
- Feel Facebook provides value
Plus, Facebook itself wants to keep people happily using its platform. So promoting meaningfully connecting with friends and family over engagement bait benefits their bottom line.
Final Thoughts on Engagement Bait
Facebook has made it clear — engagement bait’s days are numbered. As a page owner, avoid these cheap tactics and focus on valuable content. When in doubt, ask yourself if a post primarily aims to bait engagement or provide authentic value.
Choose integrity over illusion. Your audience will reward you with genuine loyalty and engagement. Together, we can make Facebook a platform for meaningful connection once again.
Read this: Facebook Reach: Maximize and Optimize Your Posts Today
FAQs About Engagement Bait
Still, have questions about engagement bait? Here are some frequently asked questions:
What are some other examples of engagement bait?
- Fill in the blank posts — “I’m a proud _____ !”
- Exaggerated headlines — “You won’t believe what happened next!”
- Vague questions — “Is anyone else having this problem?”
Are all questions considered engagement bait?
No, genuine questions that spark discussion are fine. But vague questions or those solely aimed at getting comments are engagement bait.
Can I still ask people to follow or like my page?
Be careful with this. Calls to action should focus on providing value not just begging for followers or likes.
What if I didn’t realize a post was engagement bait?
Happens to all of us! Just learn from it and adjust your strategy moving forward.
What other posting best practices should I follow?
Post consistently, utilize visual content, experiment with new formats, target quality over quantity, and stay on brand.
