hey miles here miles Becker calm and in
this video we're gonna talk about
Facebook's fight against engagement bait
today Facebook just sent out a press
release which is like a a warning shot
across the bow of marketers on Facebook
and it's all about engagement bait so
this video we're gonna explain what it
is I'm gonna give you clear examples to
understand exactly what the wrong thing
to do is I'm gonna tell you kind of how
Facebook's going about this and what
their ultimate ly going to do to people
who don't heed this warning this is
if you're active on Facebook if you know
anyone who's actively marketing on
Facebook share this video with them so
they get the update because they're
rolling this out this week and to be
honest
Facebook generally doesn't even give us
a heads up when they roll out big
algorithm changes the fact that they've
given us kind of a press release kind of
a heads up on this that to me means that
this is going to be a big deal and this
is going to impact a lot of fan pages
and personal pages that are being used
to advertise on Facebook so first and
foremost what is engagement bait so
engagement bait is an attempt by
marketers and individuals publishing to
Facebook in order to kind of game
Facebook's algorithm to get more reach a
post that you put out that gets lots of
likes lots of Hearts lots of comments
will generally get more reach than a
post that doesn't get those kinds of
engagement signals so people have been
using this kind of maybe a little bit
scandalously they've been saying like if
you agree or say yes comment yes below
if you agree and there's several other
ways that people use engagement bait but
it's that forcing people or tricking
people to engaging to game that
engagement number to build more
engagements then kind of you normally
would have and they've said that any
page or in
vidual who keeps doing this is going to
get demoted in their algorithm so it's
gonna start with just the individual
posts that use this those posts are
gonna get their reach crushed but if
you're an individual or a page who uses
this tactic over and over and over you
could see the entire reach of your
entire fan page or your personal page
get absolutely crushed
now when Facebook moves forward in these
directions I pay attention so how this
could potentially affect you a lot of
people have been running contests like
and share if you want to enter to win a
blank that's been a very common
methodology that's been used for a long
time and that's something I've tested
before if you're using that right now
stop it's not going to continue to work
and it could have collateral damage for
you and your business and your brand on
Facebook the other things that people
are doing I've got a couple of notes
here number one is what they call react
bait so react bait is like like this if
you're a blank love this if you're a
blank write like so like this post if
you're a guy heart this post if you're a
girl and then what it does is it gets
users who are just kind of scrolling
through their timeline to think I'm a
guy I like that I'm a girl I'll love
that and it's a way to gauge how many
guys and how many girls see that they
make us the user think that we're just
kind of participating in a little
Facebook based game but ultimately the
publisher of the content is doing that
because they want it to get more reach
another one is vote baiting so
individuals will take the image and
they'll they'll break the image up into
four sections and they'll say like the
top left will be a heart the top right
will be the thumbs up the bottom left
will be the surprise face the bottom
right will be the laughing face and it's
like which one would you choose and it
could be like a luxury car a luxury
mansion a beach experience and then like
a private jet and it's like which one
would you choose click the right button
and then that's a way for them to
getting individuals again to cast their
vote this is vote baiting now and people
say oh I'd like the private jet or I'd
like the mansion or I'd like the beach
house etc so
they're tallying up the votes based on
those feedback metrics that facebook
gives us again if this has been a part
of your strategy for the past starting
this week
they will begin crushing your reach and
you need to be aware of that the other
one is tag baiting this is so common
right like tag a friend who needs to
hear this today or tag someone who cares
or tag a friend who looks like this or
who would love to have this car tag your
friend those kinds of posts that are
simply getting you and me to try to tag
our friends to notify them right it
lights up the notification up top but
also it gives that engagement signal to
trigger Facebook's algorithm to get more
reach on those posts those are now
getting crushed and the last one is just
the simple comment baiting yes if you
agree type in what's interesting is
people I've even see Frank Kern use this
exact strategy in his paid
advertisements it's a way that people
are using the messenger BOTS it's like
you have them say a goofy phrase that's
not a common phrase like say unicorn if
you agree and then people type in
unicorn in the comments and then the
chat bot knows when they see that word
unicorn the chat bot engages because
they took the action of what you said up
above in the ad if you're using this
this could absolutely crush your ad
reach but if you're doing this
organically it could crush the entire
reach of your entire fan page or
possibly your personal account and I
would never recommend you know you gotta
you got to stop these things that
Facebook clearly says don't do this
anymore or else you're risking potential
peril for your fan page so let's take
this one step further ripe Facebook
years ago bought Instagram and Facebook
has been really kind of using both
platforms Facebook allows Instagram to
have a life of its own it's its own kind
of ecosystem but a lot of what Facebook
does their advertising platform gets
rolled out over to Instagram a lot of
the kind of algorithm components that
make Facebook work eventually get rolled
over to Instagram so for me I'm seeing
this as writing on the wall for
Instagram as well they haven't publicly
come out and stated that these sorts of
click bake VOC bait and engagement Bay
is going to cause a problem on Instagram
but if you look at Instagram to me
Instagram
actually has more of this going on than
Facebook does and I think that's going
to be whether they publicly notify us
that that's gonna be rolled out on
Instagram or not I do believe this is
going to be rolled out on Instagram as
well so according to their actual press
release that I'll link to in the
description below they said that this is
getting ruled out this week today's date
is December 18th so if you're actively
using these kinds of posts I would
highly highly highly recommend that you
stop I would personally remove these
posts from your fanpage if you had them
up in the recent past because they're
still tracking the engagement if you
have one that's been going semi viral or
it went viral a few weeks ago and you're
still getting some engagements on it I
would pay attention to this now how
Facebook implemented this is they've
ceded their machine learning and their
AI with hundreds of thousands of posts
that are just like this they've gone out
and they've literally built a database
of these sorts of engagement bait posts
they've fed all of this data into their
machine learning algorithm into their AI
system and that has seeded it with
information now what they're saying is
they're turning on this machine learning
and they're giving that machine learning
and AI system the power to demote you
demote your posts and demote your fan
pages if you continue to do what
resembles that which they fed into this
algorithm and machine learning system if
I've ever seen one thing happened time
and time again with these machine
learning system rollouts there can be
collateral damage so if you're even
close to being in a gray area I would
definitely take a look at everything
you're doing all of your Facebook
marketing to make sure you're not in a
gray area at all if you've pre queued up
your kind of Facebook marketing whether
it's a buffer or Edgar or whatever it
tool you use HootSuite etc go in and
audit what you have coming out in the
next days weeks and months because the
worst case scenario is for you to watch
this
video have the like okay cool I don't
need to do that but then have your
automated system go violate this new
term kind of over and over and
potentially crushing your reach on
Facebook so that's it just keep it
squeaky clean
again I'll link to the actual kind of
press release the update that came out
today I'll link to that below this again
it just came out today December 18th
take action quick they don't normally
give us these warning shots across the
bow so consider yourself blessed to know
this information again if you know
someone who's active on Facebook they've
been growing their business on Facebook
they they care about their presence on
Facebook send them a link to this video
share this video with them because if
they get this wrong it's going to
collapse their reach it's going to crush
their reach and I'm telling you right
now you're gonna hear sob stories from
people whose businesses are going to get
crushed by this because they're not
gonna get this update and they're not
gonna make the appropriate changes in
the right amount of time and Facebook
does not care Facebook is happy to crush
the reach of these pages and individuals
they seem violating this Terms of
Service because Facebook ultimately
cares about the kind of user experience
from their average user they don't care
about us trying to market through
Facebook organically so consider
yourself forewarned again share this
video if it would be helpful to someone
you know give me a thumbs up here to
help get the reach out for this video
comment below if you have any questions
at all if you have any ideas or insights
or if there's anything you think I
missed in this video comment below and
let me know and let the audience and the
group know I thank you very much for
your time and I look forward to
connecting with you on the future videos
I hope to breed I hope to be bringing
more positive and exciting things to do
for marketing but this video I had to
give you that warning of what not to do
on Facebook marketing because the
writing is on the wall and they're
taking action on it this week so clean
up your clean up your organic marketing
clean up your ad campaigns here this
week on Facebook so you don't get kind
of tripped up by this automatic banned
robot they're gonna be swinging the
banhammer and you don't want to get hit
by that
hammer thanks again I hope you have a
happy holidays that's coming up here in
about a week or so and I'm gonna put out
some more videos for it do a live stream
again this weekend so you haven't yet
subscribed be sure to subscribe hit that
thumbs up leave me a comment do whatever
you do here on YouTube and I thank you
again and I'll see you on the next video
be well
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