Menlo Park, California–Facebook click baiting will no longer be tolerated by the social network, the company announced yesterday in a blog post. The social network has done research, finding that advertisers and entities which use a title and/or an image to entice users to click a link, only to show them different content than promised, get a high number of shares and engagement.
Users, however, do not like being tricked to click. Marketers have used the bait-and-switch tactic with much success, but now, the social site is going to demote such content to clean-up users’ news feeds, keeping them free of spam. In addition, Facebook will be changing how links are displayed.
“…when we asked people in an initial survey what type of content they preferred to see in their News Feeds, 80% of the time people preferred headlines that helped them decide if they wanted to read the full article before they had to click through,” the company explained.
Facebook Click Baiting No Longer an Effective Marketing Tool
Not only is the network taking action against click bait, but it’s also improving how links are displayed with appended images. Sometimes, the link is buried in the image and does not stand-out in the share, something that the social platform was too undesirable to users.
Links will now be displayed in the text which provides context to the content placed on news feeds. Going forward, more links will be displayed in captions and status updates. The company reveals that using the link format returns twice as many clicks as those embedded in the captions.
Recently, Facebook banned like-gating, a tactic that entices users to like a SMB Page by entering a contest or offering a discount.