[SMK] Social Media Knowledge


Clickbait ship sails on Facebook

Always iterating its News Feed, Facebook's latest change is another push to rid users' feeds of clickbait and unscrupulous headlines.

Having previously tried to punish pages by reducing their reach if users didn't spend long enough reading an article, the company has stepped up its fight against clickbait tactics.

Fool me once

Manually analysing tens of thousands of posts, Facebook confirmed that the two most common clickbait styles involve withholding information – You'll Never Believe What Happened Next! – and misleading or manipulating users.

With that in mind, Facebook's algorithm can identify pages and websites posting too much clickbait and hold them back from spreading too far.

On top of making the News Feed more trustworthy for users, Facebook wants these changes to have an impact on the content managers of the internet.

Pages aren't blacklisted forever, so posts can regain a larger audience if they stop publishing clickbait headlines.

Be genuine

Facebook doesn't anticipate unintended consequences, such as news organisations that rely on social traffic seeing their reach fall, though their advice remains general.

The company has uploaded a blog post to assist Page Managers as the changes take effect.

Users should notice a cleaner News Feed in the next couple of weeks, which also gives pages some time to start improving their headlines.

Learn with SMK through February

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February's Courses, Live Help & Support Options

Live Member Clinics every Monday & Tuesday from 1 pm – 2 pm AEST
  • Live help and support from SMK’s team of analysts.
  • Book in to request a personalised discussion for 15 or 30m via Zoom within the Facebook Working Group.
Weekly Technical Labs: Google Analytics 4 on Wednesdays from 1 pm – 2 pm AEST
  • Technical Labs explore the technological process and workflows related to key digital marketing activities.
SEO Made Easy Masterclass on Thursdays from 10 am – 12 pm AEST
  • Module One: 2024 Search Engine Optimisation (SEO) Trends, Challenges and Opportunities
  • Module Two: Understanding Technical SEO, User Experience & Google Search Console
  • Module Three: On-Page SEO, Website Copywriting & Content Marketing
  • Module Four: Off-Page SEO, Local SEO & Google Business Profile Optimisation
Digital Marketing Evaluation Masterclass on Fridays from 11 am – 1 pm AEST
  • Module One: 2024 Ads Trends, Landscape and Opportunities
  • Module Two: Social Ad Reporting, Evaluation & Campaign Optimisation
  • Module Three: Advertising Strategy, Targeting & Campaign Planning
  • Module Four: Social Ad Creative, Copywriting & Campaign Testing

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