artificial engagement

Facebook attacks pages that arouse an artificial engagement (vote, reaction, sharing, comment, tag of a friend …)

Bad news for the pages that pollute the newsfeed. Facebook announces that the pages that demand the engagement of users, through voting mechanisms in particular, will be penalized in the coming weeks.

 

Engagement bait: practices penalized by Facebook

The social network aims particularly at 5 types of commitment considered dummy:

  • Vote baiting: “Vote for your resolution of the year 2018! “
  • React baiting: “Like for the blue pill, Love for the red pill”
  • Share baiting: “Share with your friends to participate in the contest! “
  • Tag baiting: “Tag a friend who ended badly at the last evening”
  • How baiting: “Say YES in comment if you agree! “
  • As much to tell you that the number of impacted pages will be large.

The reach of Facebook pages heavily penalized

To locate these pages to abusive practices, the social network has selected hundreds of posts that encourage Facebook users to react, comment or share the publication.

They were transmitted to an algorithm, which analyzed their common points (machine learning) in order to be able to identify and penalize the pages accused of large-scale commitment.

Significant penalties for repeat offenders pages

Facebook specifies that the penalty applied to the offending pages may concern the reach of all their publications (penalty at the page level, not just the post) if the calls to the commitment are repeated. Administrators of such pages should expect “a sharp drop in their visibility”.

Some exceptions: call for donations, search for missing children …

The social network cites some exceptions: pages that ask for help, advice or recommendations will not be affected by this penalty (associations that make a call for donations, pages that share information to find a missing child …).

After the clickbait, the engagement bait

This measure is in line with another update of the algorithms, announced last May, to reduce the clickbait on Facebook. Many pages have adapted to encourage engagement rather than click, and it is clear that these pages are now legion on Facebook, making the news feed less and less useful. Let’s hope for Facebook, and its users, that this update improves the quality of content and the interest of the social network.

 

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