clickbait, facebook, dyjaho, digital marketing, social media

May 19th 2017.

Facebook are taking on the clickbait publishers!

We see it every day. You’re scrolling through your news feed, and you’re bombarded with headlines like “You won’t believe how many……” or “Guess which celebrity has just done…..” and “WOW, Can you believe this just happened…” etc etc!

They’re everywhere. Usually the content ends up being disappointing, or not what you expected. You feel cheated, your time was wasted!

shutterstock_559899598

Now, from the view point of the publisher, who probably have click through targets to reach, it can work. BUT one thing is important to remember – a good headline doesn’t just get clicks. It gets the RIGHT CLICKS. The right clicks convert. At the end of the day that’s your goal!

So Facebook are now tackling this issue which is a big complaint from users. Facebook’s rolling out a new News Feed algorithm update which focuses on reducing the reach of clickbait articles. This week, Facebook said:

People tell us they don’t like stories that are misleading, sensational or spammy. That includes clickbait headlines that are designed to get attention and lure visitors into clicking on a link. In an effort to support an informed community, we’re always working to determine what stories might have clickbait headlines so we can show them less often.”

They have introduced 3 updates to help combat clickbait, to stop those stories appearing in your feed and to give users a more authentic experience.

They say:

  • First, we are now taking into account clickbait at the individual post level in addition to the domain and Page level, in order to more precisely reduce clickbait headlines.
  • Second, in order to make this more effective, we are dividing our efforts into two separate signals — so we will now look at whether a headline withholds information or if it exaggerates information separately.
  • Third, we are starting to test this work in additional languages.

shutterstock_472529590

I’m a publisher.. what’s going to happen to me?!

So what does this mean if you’re a content publisher? Well, most won’t see much impact to their reach. However, if you rely on spammy, click baity tactics then you will take a hit. Pages should avoid headlines that withhold information required to understand the content of the article and headlines that exaggerate the article to create misleading expectations. If a Page stops posting clickbait and sensational headlines, their posts will stop being impacted by this change.

Remember, your users and followers should be at the heart of what you do! Give them the content that informs, entertains, engages and stimulates them – then they will come to you naturally, and there will be no need for silly headlines and poor delivery!

Want some advice on what sort of content you should be posting from your social accounts? Pop into us in Carey’s Lane in Cork… the kettle is on!

hello@dyjaho.ie

Read more from Facebook here: https://newsroom.fb.com/news/2017/05/news-feed-fyi-new-updates-to-reduce-clickbait-headlines/