What is Engagement Bait
Recently Facebook announced their improved efforts to reduce the spread of “engagement bait” — the act of using reactions, comments, and shares to trick algorithms into showing content more frequently and to a broader audience.
This has some marketers concerned. Understandable, since Facebook’s organic reach (the number of your followers who see your content without you having to pay for it) has tanked in the last few years. Marketers have resorted to spammy tricks to keep their “engagement” levels high.
But it is artificial.
Vanity metrics that mask an underlying issue: The content is spam.
How will true entrepreneurs and marketers deal with this change?
Improve your content. Create stuff that matters. Craft material that begs to be shared.
Yes, it is very hard. It is costly and time-consuming.
But it is far better than worrying every time Facebook, Google, Twitter, and LinkedIn make an announcement that changes how they calculate what appears and what does not.
Don’t associate with “engagement bait” — akin to bait and switch tactics. You’ll soon find yourself with zero engagement.
