#038: Should You Use Click Bait to Increase Engagement on Facebook?


In this episode of the Online Marketing Made Easy PodcastI will be exposing the recent change Facebook made to their algorithm and not only will I explain the reason for this change, I will also give you some tips to help you counteract this change and to increase your brand’s engagement in the News Feed.

Although I’m a huge advocate of Facebook’s paid advertising, in this episode, I’m teaching a couple of FREE methods of posting content and reaching more potential customers in the News Feed.

Here’s what the recent Facebook algorithm change is all about.

They are cracking down on “click bait.”  What exactly is click bait?

Click bait is when a link is shared in a Facebook post with a title that sparks curiosity but does not really tell people what the article is all about. This essentially teases people to click a link but does not give them all the information so they are not exactly sure what they’re going to find on the other side of that click.

Granted, click bait links can be an effective strategy, because people can’t help but click to find out more. And many marketers were finding success in their calls to action; that’s why these types of posts has been flooding the News Feed on Facebook.

The challenge is that the click bait strategy is making it hard for users to see content they genuinely want to see and care about. Facebook is viewing click bait as gaming the system to get out into the News Feed. Because Facebook has a viral component built into their Algorithm, these click bait post were gaining a lot of exposure.

The more people click on the link, even though they’re not sure if they’re even interested in the content on the other side of that link, the more that post shows up in the News Feed.

And that’s why Facebook became concerned with this practice and made this recent change that no longer allows click bait. Your content will be negatively impacted when you use a click bait type of posting strategy.

Here’s how to craft your post so that you’re not a victim to this algorithm change and your posts get as much News Feed exposure as possible.

Tip #1:  Create or Only Share Quality Posts

Focus more on quality versus quantity. I would rather see you post two times a day with high-value content versus a bunch of posts that won’t get you the engagement that Facebook is actually paying attention to each time you post.

Should You Use Click Bait to Increase Engagement on Facebook?

As you can see, this post was highly valuable and resonated with his audience. Look at all those shares and likes!

When people click on the link and go to your website from Facebook, make sure the content is interesting, exciting and engaging so they will STAY longer on your site.

Now, this isn’t particularly new news. However, most of us don’t think about how long people are spending on the other side of our links that we include in our Facebook posts.

Make that content valuable enough to keep them there and you will boost your engagement on Facebook . . . for free!

Tip #2:  Be Specific With the Titles of Your Facebook Posts

The more descriptive you are with your headlines in your post, the more likely people will genuinely be interested in your content when they actually get to your website.

Should You Use Click Bait to Increase Engagement on Facebook?

Stay away from click bait and instead be very specific about what you plan to share with your fans. Images including info such as this example is also very helpful.

This would not only safeguard you, but it will help you with targeting. You will attract the ideal audience on Facebook with each of your Facebook posts.

Tip #3:  Post a “Preview” of Your Content When Posting on Facebook

Should You Use Click Bait to Increase Engagement on Facebook?

When you include a preview in your post, you are more likely to get out into the News Feed. This means more free exposure for you!

What is a preview?

A preview is when you include a link to your article in the post and an image and a blurb under the image are automatically pulled into your post.

Facebook has said that they will favor posts that have links that include a standard preview in the post versus posts that include a link with a photo but no preview.

Wrapping Things Up

Facebook is all about their users having a great experience when they go on to their website. But, if you think about it, that’s how we all feel about our own websites. When people come to my website, I want them to have a memorable and a valuable experience.

I encourage you to pay attention to how most people post on Facebook when they’re not marketing. Model those posts versus trying to be sneaky or too promotional with your posts.

Finally, we all want to offer immense value and that’s what Facebook is rewarding. They’re rewarding those of us who are posting content that people actually want to read, share, and comment on.

Key Takeaways

  1. Facebook is now paying careful attention to how long people are staying on the webpages your links are clicking through to from a post.
  2. Make your content valuable enough to keep the visitor on the webpage and you will boost your engagement on Facebook (for free!).
  3. The more descriptive you are with your headlines in your post, the more likely people will genuinely be interested in your content when they actually get to your website.
  4. Including a link preview in your post will help you gain more exposure in the New Feed.

 Items mentioned in this episode include:

>> Click to spread the word about Facebook’s recent changes. <<

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Online Marketing Made Easy with Amy Porterfield

Ask Amy

Do you have a question that you’d like me to answer in an upcoming episode? You can ask questions about online marketing, webinars, product creation, Facebook, how I built my business, or anything else you want to know. Just go here to record your message.

  • Trajan

    Hi Amy,

    great fan of yours here all the way from Germany :)

    It was a great episode! I just wanted to make sure people know that they can put short links from bit.ly, goo.gl or whatever service they’re using in their postings and the preview will still appear. It’s also possible to edit the title and the excerpt Facebook pulls from the link.

  • http://somebodysdinner.blogspot.com/ Julie V.

    Hi Amy,
    Thanks for this. I will admit that as a FB user, I despise click baiting and refuse to click if the link doesn’t tell what the article is about.
    But as a blogger, my FB business page is always a bit puzzling to figure out how to do it correctly, so I really appreciate this post. I especially like where you suggest modeling posting after how individuals use FB.
    I have noticed that using links with descriptions, FB is now more consistently using larger photos, which is nice for bloggers.

  • http://hiteshsahni.com/ Hitesh Sahni

    So a good test before we share a link on facebook can be asking ourselves – “Will the reader feel cheated after having gone through the web page?” If the answer is no, we’re good to go. What do you think Amy?

  • Brigitte Benge

    Great blog

  • http://www.yourworkisyourlife.com/ Razwana

    I hate click bate articles ! But as a copywriter, I’m also interested in reading the titles as it teaches me a lot about human nature, and my craft, so that I can use the same principles with my clients, but offer quality content instead.

    The one things I like about showing a preview of the article is that it also encourages people to click – especially where there’s an image. Not only because images attract more readers, but also the preview gives the article credibility.

    Great post, Amy.

  • Angela Ambroise

    You’re fine Amy, every “good parent” feels that way. I homeschool and wish I can send mine off sometimes too :-)

  • Taryn

    Just a question about the preview vs image links – I find my engagement and reach when it’s a preview link as opposed to and image with a link in the description is vastly different. As in a preview would get an audience of 50, an image with the link in the description would easily get 5 times that. I’m reluctant to change back to preview links as it decreases my reach so much. Should I stay as I am with images?

  • http://www.gobloggingtips.com/ Akshay Hallur R

    Hi Amy,
    I agree with the point “Create or Only Share Quality Posts” but it’s not the case of Dr. Josh. List posts or bullet posts tend to get more engagement on social networking sites.

    The posts are not CLICK BAITY but are as effective as.

    Great post, really loved it. Easy ways to make click bait posts without actually doing.

    Cheers.
    Akshay Hallur.

  • http://insta-influencereview.blogspot.com/ Tamira Hamilton

    It is true what they say marketers ruin everything. This seems like it should be common sense, but I guess it is not. The Facebook Promote button is gone and I am glad for it. Another abuse has been shut down.

  • Minette

    Hi Amy,
    My brother currently has his own small business and just the other day we talked about online marketing and how he can invest more in online marketing than in the traditional marketing. Your blog is the answer; firstly I didn’t know exactly what Facebook was capable of and secondly I didn’t quite understand how Facebook could help. After reading your blog I understand Facebook better now and I realized that it is actually quite simple and easy to do and the tips you gave are really useful, they are quite obvious but very easy to overlook. Also I agree that our posts in Facebook shouldn’t be sneaky but instead it should be useful to our readers. Thank you for the insightful blog!!

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  • Donovan Geyer

    Hi Amy,

    Thanks for the detailed information on click baits and how they can benefit us.
    At first I found them to be an annoyance as they were all over my news feed, but upon clicking on one I found they were more of a learning curve than an irritation because they provided links to other interesting articles in my field of interest.

    Thanks again,
    Donovan

  • intouchcrm

    Some wonderful examples! Thank you for the amazing advice! Didi from http://www.intouchcrm.com/

  • fateme

    You’re fine Amy, every “good parent” feels that way. I homeschool and wish I can send mine off sometimes too :-)
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  • jrfent

    I like what you’re saying – because I find most ‘click-bait’ shallow and annoying. If they had something interesting, and had relevant images – I’m good with it. But FB is feeling spamier (not a real word – but feels so right). Thanks for the insights and tips!

  • sina

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    Awesome post! Thank you for sharing Amy! http://www.intouchcrm.com/

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  • http://www.bringsbrand.com Bringsbrand

    Hi, Amy, I have this FB cheat sheet infographic based on one of your older post in your blog. Do check it out, hope it’s useful and please leave a cent or two. Appreciate that… it’s is my first piece of try. TQ! http://bit.ly/1DGdZNV

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  • Cathy Mayhue

    Very nice tips! These days quality infographics have become hugely popular and sharable in the Facebook. So create some good looking pictures, couple with text and you are on your way to social media stardom.

    Cathy Mayhue
    http://ozmentmedia.com/

  • Luice Smith

    I want to seo my blog typeandmoney.blogspot. These tips will be helpful for me i think. If i need facebook like ,followers etc than i use this tips. I also use a site to boost my facebook like&share . It get me many followers & like which is helpful for site visibility. You can also use to boost your site rank because link collider has 900,000 active users from 200 various countries .I wish you can get more facebook likes, share & follower by using the link http://www.linkcollider.com & boost your site SEO.

  • ravit

    Hi Amy,

    Very interesting points about Facebook and free marketing. The part about having a small preview is very important to inform people of what it is they are clicking on. Giles Cadman has an interesting take on social media and how to correlate them to business. Check him out: http://gilescadman.com/business/

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