A lot of crap gets shared on Facebook, but coming soon the volume may be a little less after Facebook made a move to penalize content that shamelessly begs people for engagement. The social network giant said today that it will penalize Page owners and people who resort to “engagement bait,” which means posts that encourage users to like, comment or tag people in the comments section in order to gain wider visibility of their content.
The incentives — such as “Share with friends to win a free trip” or “Like if you’re an Aries” — gets content shared through engagement, ultimately helping the post, and the Page owner/author, grow its reach as users interact and it shows up on their friends’ Newsfeeds.
Not so now…
“The crackdown itself is led by a machine learning model that the social network said has been fed “hundreds of thousands of posts” to detect different kinds of engagement bait.”
Finally!!! Let’s hope that Facebook becomes a fun & truly engaging community again! It’s gotten so bad over the last months/years because of the influx of mediocre content from mediocre marketers whose content lacks any kind of true, useful value… thus “engagement bait” came into play. No one would click otherwise!
However, now it seems to have been adopted as some sort of awesome new social media marketing strategy (as it appears to be widespread and almost encouraged) by those who don’t really understand their target market or ideal customer so they aren’t getting a good conversion rate while continuing to have high bounce-rates and a low “Average Time on Site”…
…and instead of learning the proper, effective and long-lasting social media marketing/content marketing strategies…
(why do something actually worthwhile that might take some time to learn well when you can use “engagement bait” which involves doing very little for potentially more traffic)
…they instead take the lazy way without any real understanding of their actual problem… Their content SUCKS! Throwing more traffic at it will only confirm that truth!
Metrics such as, “conversion-rate”, “bounce-rate” and “avg. time-on-site,” for example, cannot and will not improve via “engagement bait” practices. Sure their click count might go up but clicks don’t pay you… CONVERSIONS DO!
So how do I get a better conversion rate?
Focus solely on creating and putting out solid, value-packed, “useful on-its-own” content that will either add pleasure to your target markets lives… or take away some of their pain. Consistently marketing that caliber of content to your target demographic, and doing so as you were their good friend who’s looking out, truly, for their best interests. Then you will watch your conversion rate skyrocket, your bounce-rate plummet to under 10%, your Average-time-on-site go from seconds to minutes, maybe even higher!
(Please understand… it also depends on many other aspects of your website, business, as well as your skill-sets, attitude, mindset, willingness to learn, to be wrong, to be corrected/criticized, to be humbled and willingness to do whatever it takes even if you have to, God-forbid, swallow your pride!)
The point here, my friend, is… If you have to bribe people to click on your link or to do anything else… stop now. You’re doing it all wrong!
Please feel free to comment (below) your thoughts, feedback or questions!
Thank you for stopping by!
-Alex M. Mayhew, founder/steward of LifeTech.Guru
Entrepreneur. Digital Marketer. Web Designer. Father.
“Let’s make the world a better place today for a better future tomorrow.” -AMM