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Engagement bait: your silent enemy on Facebook

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Engagement bait: your silent enemy on Facebook

All content creators want to increase the levels of engagement with our followers on social networks. However, the practice known as “engagement bait” is penalized by the most important social network in the world: Facebook .The use of these types of techniques can be accidental or unintentional; Despite this, the Facebook algorithm detects them and applies sanctions on the scope of the publications. Let’s see how!In this sense, your organic strategy or ad us mobile no example may not be having the result you expected. One possible reason is that your posts have content designed with engagement baiting.But don’t worry, Facebook has designed a guide on how its News Feed works to guide you on what your posts should look like. Will you accompany me?Do you like what you are reading? Subscribe to the blog!
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What is the engagement bait?
The engagement bait (interaction lure) is a kind of call to action applied in social networks . It could be considered as a “ call to interaction ”. This technique consists of using words or phrases that encourage users to interact in a certain way with the publications. For example, some of the phrases that would fall into this category of lures are:Sometimes the tone of these phrases is imposing, creating the feeling that users are being given orders. However, accompanying these phrases with words of cordiality such as “please” or “thank you” does not reduce the condition of engagement bait.

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Types of engagement bait on Facebook
In the Facebook ecosystem there are five types of engagement bait . Each of these categories is born from the types of interactions that can be generated on the platform. Therefore, it is expected that the more functionalities that are incorporated into this social network, the more the Betting Email List baiting rankings will increase.At the moment, the five types of interaction lures on Facebook are :Tag bait.Comment bait.
Vote bait.
React bait.
Share bait.
Tag baiting
engagement bait tag baitingSource: Facebook NewsroomTag baiting occurs when users are asked to tag other users in a post. It is a very common practice, especially in contests that use phrases such as “Tag two friends and you will be participating in …”.The problem with this engagement bait is that it prevents real and natural conversations from being generated in the posts. On the contrary, the bait tag only encourages a very long list of tagged profiles to appear in the comments, none generating valuable conversation.Comment baitingengagement bait comment baitingSource: Facebook NewsroomComment baiting consists of asking users to comment on a post . At first it may seem like a method that encourages conversations, but it is not. This technique is usually used in such incipient ways as “Comment letter by letter on the name of the brand and you will be participating in …”.With this type of interaction lures, real conversations are practically non-existent . The comment bait promotes the generation of texts without any type of value neither for the users nor for the brands themselves.React baiting
engagement bait react baitingSource: Facebook NewsroomIn 2016, Facebook introduced the functionality of “reactions”. Some add-ons to the traditional like (like) through which users can express their emotions regarding a content. Currently available reactions are:I love it (Love)
It amuses me (Haha)
It amazes me (Wow)
It makes me sad (Sad)
It makes me angry (Angry)
engagement bait facebook reactions
Thus, react baiting is the practice of asking users to use these reactions (or the like) in a publication. For example, through phrases like “Like to participate in …” or “Give me love if you like …”.

In these cases, the engagement bait of the reactions causes the real meaning for which they were designed to be lost . This is because react bait encourages the improper use of these options, which should serve to show honest reactions to content.Vote baiting
engagement bait vote baitingSource: Facebook NewsroomVote baiting is a submodality of react baiting. This consists of designing content especially to encourage users to vote through reactions .For example, in a publication that has the image of a hamburger and a pizza, the vote bait would be a text like “Like if you like hamburgers or I love if you prefer pizzas.”This type of interaction lure, like the react bait, encourages an unnatural use of the reactions . With this, the publications are saturated with forced interactions that do not express the true emotion of the users about the content.Share baiting
engagement bait share baitingSource: Facebook NewsroomFinally, share baiting is the request made to users to share content . For example, by using expressions like “Help me share my page” or “Share this post if you want to get …”.The use of this engagement bait generates an uncontrolled proliferation of shared publications that do not add any value. As a consequence of the share bait, many users see their News Feeds (News Section) saturated with elements shared by their friends due to contests and promotions.Free Download Pack of Social Media Templates
Why were interaction lures working well on Facebook?
On Facebook, one of your main News Feed values ​​is “authentic communication . ” This means that the algorithm prioritizes the appearance in the news section of the users those contents that are relevant and that generate conversations .Understanding this, engagement bait techniques were created as a way to “cheat” the Facebook algorithm . This deception occurs by promoting a series of interactions to “prove” to the algorithm that a certain publication is relevant and that, therefore, it deserves to appear in the News Feed.

For a long time, engagement baiting proved to have very good results. In effect, the platform overvalued those publications with high levels of interaction, even when they were unnatural interactions. With this, many people and brands achieved a spectacular reach with their content.Why and how does Facebook currently penalize engagement bait?
Over the years, Facebook noticed that the use of interaction lures was affecting the quality of the posts that appeared in the News Feed . Therefore, the efforts of the social network have focused on updating the algorithm to avoid these bad practices and to promote sincere and natural interactions.In this context, Adam Mosseri, Head of News Feed at Facebook, notes :“Today we use signals such as the number of people who react, comment or share posts to determine where they appear in the news section.With this update, we will also prioritize posts that trigger meaningful conversations and interactions between people. ”Thus, the team behind this social network analyzed hundreds of thousands of publications to identify the characteristics of engagement baiting . These publications were used to train the algorithm with machine learning models so that it could detect engagement baits on a massive scale and automatically.In this way, the contents that have interaction lures are penalized by automatically relegating them from the news section.Currently, the platform detects engagement baiting in 23 languages . In order of updating the algorithm, they are as follows:

English.
Spanish, Arabic, French, Italian, German and Portuguese.
Mandarin, Hindu, Indonesian, Tagalog, Vietnamese, Thai, and Turkish.
Bengali, Bulgarian, Dutch, Greek, Hungarian, Korean, Malay, Polish, and Romanian.
How to be successful on Facebook and avoid engagement baiting?
Facebook is becoming increasingly rigorous in its fight against engagement baiting. In fact, its algorithm is already so powerful that it can detect engagement bait in video audios . An impressive feat and one that makes us wonder what will come next …The answer, without a doubt, will not be encouraging for those content creators who are unaware of this topic or who prefer to use bad practices.As we know that you are not one of them, our main recommendation for you is that you focus on generating interesting content that adds value to your followers. Facebook will reward you in reach if it detects that your publications are capable of generating natural conversations and reactions.Therefore, in InboundCycle we have created the following guide to help you create an effective social media marketing plan in just 7 steps.Do you still have doubts about the engagement bai? Share it in the comment section so we can solve it. Who starts?

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