Facebook drives initiative to further reduce clickbait

Facebook has declared war on the clickbait activities on the newsfeed. According to the Facebook Newsroom, the main objective of this initiative to show people the stories most relevant to them. So what is the big deal with clickbait headlines?Facebook is doing their best to make the newsfeed a place where people get more stories which matters them most.  According to the Facebook research data 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 but clickbait doesn’t work as expected. Clickbait make people to click on the headline without telling much information about what they will see.

First let’s identify what clickbait is.
What is Clickbait?
“Clickbaiting” 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.

Following are the some of the clickbait headlines we come across more regularly.

YOU WILL NEVER BELIEVE WHAT HAPPENS NEXT!
AMERICAN BILLIONAIRES WANT THIS VIDEO BANNED!
69 FOODS THAT ARE ACTUALLY BAD FOR YOU!
NEW GENIUS PILL LEGALIZED
THIS AMERICAN MOTHER MAKES $2000 DOLLARS A DAY FROM HOME.
Clickbait is it an art or a science?
Clickbait is not an art, it is a science. There are couple of tricks that defines clickbait as a science.

#Trick 1: Emotional Manipulation

If the article or the content gives you emotions you will seek it out.  These emotions can be inspiration, humor, nostalgia etc.…

Clickbait emotion

#Trick 2: Curiosity

Some of the article headlines written in such a way people are motivated to seek out more. Here what makes people click the article is not the emotions but the curiosity.

Capture

 

#Trick 3: Anticipation

Some articles have headlines which withholds information required to understand what the content of the article because of the anticipation people click on that article.

Clickbait anticipation
What is the impact for you?
This means that articles with headlines that don’t tell the reader the full story upfront – those leaving a ‘curiosity gap’ – will be penalized by the system that ranks posts by pages. So that in the future you will see a decrease in the articles that coming up with catchy headlines.  If you are sharing links posted from or shared from Pages or domains that consistently post clickbait headlines you will see a drastic drop in the reach and the referral traffic.
How can you overcome from this situation?
Facebook will start taking into account whether people tend to spend time away from Facebook after clicking a link, or whether they tend to come straight back to News Feed when we rank stories with links in them if people do not spend considerable time on the content after they click through then you will be marked as a clickbaiting publisher. Think why people do not spend enough time with you is because the content you are sharing is not interesting enough. Try to focus and improve the content worthiness of your content.  Also remember to adhere to Facebook post best practices.

Let me know how you are tackling this situation in the comments below.

 

Image courtesy: money.cnn.com
Original article was published at sithiranandula.com

Neo@Ogilvy Sri Lanka has met Google's requirements to attain recognition as a Qualified Google Advertising Professional.