While the News Feed has long been pay-to-play, there are still certain practices to ensure your content, and advertising dollars, are put to best use.

To help you along, Facebook has released a guide to driving referrals without resorting to click-bait.

Stay true

Make sure your headlines inform, rather than sell. So avoid overly hyped language, and ending headings with ellipsis.

Facebook recommends trying text prompts and calls-to-action in your posts to encourage engagement, rather than withholding information unless the user clicks.

Straight and narrow

It’s best to post headlines that set realistic expectations.

For example if you’re reviewing a new product, it’s probably best not to refer to it as “the best product ever made!”. Even if you think it is.

Don’t exaggerate. If your content is up to par it won’t need flashy window dressing.

Share with care

Sharing top content with your audience is good thing, but make sure you’re not reposting articles with click-bait or spammy headlines.

Even if you didn’t create a suspect post, by sharing it Facebook may bump down the post distribution for your Page.

Facebook suggests sharing non-clickbait content and driving engagement with your personal voice. All pretty sensible stuff, really.

To find out more visit facebook.com/facebookmedia.