Facebook is phasing in a pretty significant update to their algorithm - they will be changing how comments are ranked by the algorithm on the newsfeed.
According to Facebook "Posts with positive quality signals will be seen by more people and low quality signals will have their newsfeed reach reduced."
Their goal with this update is to hide low quality posts from their newsfeed to provide more relevant content to users.
Comment Quality will be evaluated 4 factors:
- Integrity Signals (if comments are authentic and don't violate community guidelines).
- User Indicated Preferences (based on facebook user surveys)
- User Interaction Signals (how people interact with posts)
- Moderation Signals (if they have deleted or hidden comments in posts).
Here are some examples of different types of engagement baiting:
This could end up affecting a lot of brands as engagement baiting posts are a relatively popular tactic for increasing engagement and traffic.
One method of engagement baiting that is very popular are Giveaway Contests where they ask people to tag a friend and follow their page to enter the contest.
There are currently a few workarounds to this which is to ask an audience a specific question or incorporate your engagement CTA in a video (however that could change depending on this new algorithm).
Here are some examples of the workarounds:
Example 1: Raptors vs Warriors Ticket Giveaway - instead of tagging a friend, they can ask "Comment down which team you think is going to win the NBA Finals to enter!"
Example 2: Giveaway for Music Festival Tickets - they could pose their question to something easy to answer like "Which artist would you like to see in Coachella 2020?"
The most important thing for Facebook is that people are contributing meaningful engagement instead of spammy comments.
What do you guys think?
Should engagement baiting be banned completely? Or do you think people actually like those type of posts?