You spend either a lot of effort or a decent chunk of money to get your social media marketing just right and that includes looking for new ways to reach your followers on social media. This has become increasingly difficult, especially on Facebook due to algorithm changes, and you may have seen your engagement drop. In an attempt to resuscitate your once vivacious Facebook page you may have even used click-baiting to build interest, as well as your following.
Facebook announced last week that its going to hide posts it finds to be click-bait and posts that use links embedded in a status update. It will now favor the original link formatting that auto-populates. Worried that you may have done some click-baiting without really knowing it?
According to Facebook, “Click-baiting” is when a publisher posts a link with a headline that encourages people to click to see more, without telling them much information about what they will see. Posts like these tend to get a lot of clicks, which means that these posts get shown to more people, and get shown higher up in News Feed.”
And it looks a little something like this:
And it works, too. Even if you know that’s what they want! I ALMOST clicked on the link because Beyonce. I still kinda wanna know…
The chance that you’ve been marketing this way is probably pretty slim, so good for you. Now let’s go back to the question at hand: Is Facebook stifling your marketing by making all of these changes? I say no. It may be more challenging, but not a full-out snuff.
Yes, Facebook has changed up its algorithm in order to make a profit by decreasing the reach of the business pages, however, its algorithm actually favors quality content and quality links. This is a perk if you actually create your own or share high-quality content that is relevant and helpful to your buyer persona(s). The ultimate goal of the newsfeed is to deliver the information that the user want to see and that the content isn’t garbage. Sounds like another big name search engine we know, doesn’t it? 🙂
So what can you do to ensure your posts aren’t being hidden by Facebook for click-baiting? Here are some tips:
Use the Native Link Formatting
People do love images and a post does look a lot cleaner with an image and a shortened link, but Facebook’s latest change prefers the native link formatting. You run the risk of having your posts hidden by going the other route.
Your links should look like this:
Share Awesome Content
Do you know your buyer persona(s)? Do you know what they want to see? Posting content that your followers will find helpful should be your number one goal. If you aren’t being helpful to them, what’s the point in following you?
Worried About Your Reach? Engage!
If you’re concerned that your organic reach is about to dwindle because you can’t use the click-bait method any longer, it may be time for you to have a come to Jesus moment with your marketing. If inbound marketing is about being helpful, how is posting a link that leads to more ads helpful? Instead of only posting your content, speak to your followers. Ask them questions. Make them feel like they liked you for a reason.
Is Facebook stifling your marketing? In a sense, no, but it has become a lot more challenging. And who doesn’t like a challenge? That’s one of the best parts about doing anything that’s worth doing.
Now it’s your turn: Have you used click-baiting in the past? Did it work well for you? Tell us!