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Facebook cracks down on 'bait' engagement posts

Posted on Jan 17, 2018 by Sam Wardman

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In a recent change to the Facebook algorithm, Posts that ask followers to like, tag friends, share or comment will be down-ranked or demoted on timelines. What does this mean, well quite frankly it means that they are enforcing their promotional rules and terms of use once and for all. It has always been in their terms of use for competitions and promotions to not use likes, shares, tags, comments as a means of entry to a competition. This change is wider spread to non-competition related posts such as, ' like this post if you love dogs' or 'share this post if you agree'.


Termed 'engagement bait', Facebook's tough stance on these types of posts is refreshing for those companies and businesses who have been playing by the book all this time, conducting competitions and general posts above board. Facebook has decided it doesn’t like publishers gaming the system in this way, and claims users don’t like it either, “People have told us that they dislike spammy posts on Facebook that goad them into interacting with likes, shares, comments, and other actions,”  the company wrote on its blog for the announcement.


The main reason outside of enforcing terms of use, is that these types of posts gained higher engagement and therefore tricked Facebook's algorithm to prioritise the posts higher on the timeline of followers, being 'deemed' highly engaged and relevant content.

Facebook has stated that posts relating to fundraising or common help or advice will not be affected by the update. Ongoing, Facebook says Pages that repeatedly post engagement bait will see more “significant drops” in reach.

“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.”

Sounds like one step in the right direction if you ask us!



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Tagged business pages, Content, digital marketing, engagement, facebook, facebook algorithm, facebook changes, facebook posts, social media, social media management, social media marketing, Uncategorized