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What is click bait?

We’ve all seen the posts…

Tag a friend below who is obsessed with unicorns!

LIKE this post if you like cake, LOVE it if you prefer pie!

…and finally Facebook is doing something about them.

This is called baiting, And in the world of social media, baiting is a no no. It is simply a way for pages to artificially increase their engagement, instead of working hard at it like the rest of us.

As business owners we all get stressed over Facebook’s seemingly constant changing algorithms. The truth is that they often change to create a better user experience for the very people we are hoping to reach. And if we can learn to work with those changes instead of fighting them, our brand will actually grow and show it’s authenticity.

Facebook Demotes Click Bait

So what is Facebook doing to combat this problem?

In an official newsroom article on December 18, 2017 Facebook announced that posts that use baiting will be demoted. Demotion means these posts that are seeking engagement to boost their reach will actually be seen less.

Posts that are sincerely asking for help, advice, recommendations will not fall into this demotion.

The big question that people are asking following this announcement is, “How will this effect Pages?” 

That question is best answered by Facebook themselves who state in their announcement that, “Publishers and other businesses that use engagement bait tactics in their posts should expect their reach on these posts to decrease. Meanwhile, Pages that repeatedly share engagement bait posts will see more significant drops in reach. Page Admins should continue to focus on posting relevant and meaningful stories that do not use engagement bait tactics.”

What is the takeaway here?

Simple. Create and curate quality content that makes your target audience want to engage with your posts.  And if you’re having a hard time figuring out the best way to do that, let us know.

Most importantly, be authentic.

Christina, owner at Hudler Social, is a content creation machine with an affinity for treating the businesses she works with as her own.  She believes that brand authenticity is the key to a headache free social media strategy and, together with her husband, she helps companies tell their story to the world.  Christina is a contributor at The Huffington Post where she tackles misinformation and keeps her readers up to date on changes in social media.  She also feels strongly that you never stop learning, especially as an entrepreneur.  This belief is what drives her desire to learn.  Some of the certifications she holds and courses she has attended include Hubspot Inbound Marketing, Hootsuite University, and Social Media United.  In her free time Christina is an avid reader and lover of all things unicorn.