Facebook May Be Suppressing Your Posts If You’re Doing This

Facebook recently announced they are fighting “Engagement Bait”--content that encourages users to take actions such as sharing posts, commenting, tagging others, or voting with reactions.

Many pages and personalities on the social network use these means to increase their reach in ways that Facebook has deemed as “inauthentic” and “spammy”.

Facebook claims that users have complained that this type of content is unpleasant, and that this is a way for them to tailor a more authentic and meaningful experience for their network of over 2 billion monthly users.

According to company officials, Facebook has taken hundreds of thousands of engagement bait examples and run them through a machine learning model to detect and suppress this kind of content from popping up in users’ news feeds in the coming weeks.

Aside from just having content suppressed, Facebook has mentioned that pages and profiles that regularly engage in this practice may also see their reach negatively impacted as well.

This means that business pages should now tread fairly carefully when prompting users to take one of the network’s forbidden baiting practices.

Worried that your content might be suppressed by these new guidelines? Here’s a breakdown of what Facebook considers “engagement bait”...


React baiting 

Asking people to react to a post (includes like, love, haha, wow, sad, and angry).


Comment baiting 

Asking people to comment with specific answers (words, numbers, phrases, or emojis).


Share baiting

Asking people to share the post with their friends.


Tag baiting

Asking people to tag their friends.


Vote baiting

Asking people to vote using reactions, comments, sharing, or other means of representing a vote.

Although these guidelines help to clarify Facebook’s definition of engagement bait, some users and brands may be concerned that their content will still be suppressed even if they are not actively practicing these methods.

Facebook has responded by saying that, “posts that ask people for help, advice, or recommendations, such as circulating a missing child report, raising money for a cause, or asking for travel tips, will not be adversely impacted by this update.”

How will this affect your social presence? Time will tell, however this update is something of which all brands should take note moving forward to ensure they are not losing out on being seen by their followers online.

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Need help with social?

Whether you want a DIY or hands-off solution, we have the tools and teams to help you connect with customers on social.