[SMK] Social Media Knowledge


Facebook’s cracks it with Clickbait

Facebook loves Live and 360 video almost as much as it loathes clickbait and fake news.

Every week the former gets shiny new update, the latter a severe clamp down.

Here’s the latest in Facebook’s move to crush clickbait.

Click at your peril

Facebook considers posts that are misleading, sensational, or spammy as clickbait. Also headlines designed to get attention and lure visitors into clicking a link (to be fair, many Pages may fall into this latter category).

Last year Facebook updated its policy to reduce stories from clickbait-happy publishers. Now there are three new updates to keep this content at bay.

Three Wise Updates

Facebook now clocks clickbait at an individual post level, in addition to Pages and domains. This means individuals may now be penalised for peddling dodgy links.

Secondly, Facebook is judging clickbait against two signals: whether the post withholds, or exaggerates, information in the headline. Facebook is also using an algorithm to scan for commonly used terms in clickbait headings, similar to an email spam filter.

Finally, the clickbait cleanse is now extending to additional languages.

The good news is that if you’re part of the vast majority of Pages who don’t create clickbait headlines, your Page may see a boost from these measures.

Have you seen a rise in clickbait across social platforms? Let us know how you choose good content from bad in the Comments.

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