A Warning To Facebook Advertisers & Marketers – Facebook’s Fight Against Engagement Bait Is Official

Facebook released an urgent FYI to all Facebook marketers and Facebook advertisers about their crackdown on engagement bait! This Facebook marketing update is rolling out this week and unsuspecting marketers may get CRUSHED by this!

Have you ever heard of engagement bait? It is what clickbait is to search engines, but focused on Facebook. Posts designed to game the algorithm to get greater reach on Facebook posts for marketers.

As of this week, according to a new release from Facebook's Operations Integrity Specialist and their Lead Engineer, Facebook will begin demoting posts and pages that continue to use engagement spam tactics in an effort to gain more reach for their Facebook posts.

Read the full report here:

The types of Facebook posts that are going to be most affected by this update are vote baiting, react baiting, tag baiting, and comment baiting.

Facebook has loaded their machine learning algorithm with hundreds of thousands of examples of these kinds of posts that will begin to get demoted in the future.

Pages and accounts that continue to post these types of updates will get more severe bans from becoming continued offenders of this policy change.

Any post that has text or imagery designed to get the user on Facebook to engage in order to make a statement will be affected.

Posts that say "Like and share to be entered to win…" will be affected.

Posts that say "Tag someone who needs to read this today" will be affected.

Posts that say "Click the heart to vote for #1 or click the thumbup to vote for #2" will be affected.

Posts that say "Comment below with 'Yes' if you agree" will be affected.

So many people have been using this tactic to game Facebook's algorithm in order to get extra reach for their posts…

A large percentage of these people have dozens or hundreds of these types of posts queued up in auto-posting software that will continue to publish these types of posts that are in violation of Facebook's terms of service for weeks and months to come.

If these Facebook marketers don't change their approach and strategy, or remove these posts from being published, they could find their reach from Facebook getting crushed in the coming weeks.

This means some businesses will lose traffic, leads, customers, and entire businesses could collapse under the weight of this change.

Be sure you are on the safe side of this update and stay out of the gray area! There will be collateral damage from Facebook's update to their algorithm for this one!!!

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56 Responses to “A Warning To Facebook Advertisers & Marketers – Facebook’s Fight Against Engagement Bait Is Official”

  1. Chad Garber

    Dec 18. 2017

    Thanks for the heads up.

    Reply to this comment
  2. Tom Young

    Dec 18. 2017

    Oh my god. Thank you so much for the heads up Miles, I will share the vid with a few of my groups. Really appreciate the heads up. I have a few changes to make for sure. Really getting a ton of value from the way.

    Reply to this comment
    • Miles Beckler

      Dec 18. 2017

      Thanks for the shares, Tom… And for the help protecting folks from this update crushing their pages!

      Reply to this comment
  3. Scotty Lee Barrett

    Dec 18. 2017

    “Tag a friend who would love this!”
    No good??

    Reply to this comment
    • Scotty Lee Barrett

      Dec 18. 2017

      Miles Beckler
      thanks Miles! Do you believe it’s time to be a little more “creative”? Or is it not really so important to ask for shares and likes? Or is it, if the offer and the product is viable enough, we really shouldn’t have to ask, even though it helps us.
      Thanks again! 👍🏻
      Appreciate all that you do!

      Reply to this comment
    • Scotty Lee Barrett

      Dec 18. 2017

      Steph Ch
      Until we hear from Miles, that’s what I’m doing. I’m editing my ad, and only removing the “tag someone who would live this!” . The rest of my ad is fine.

      Reply to this comment
    • Steph Ch

      Dec 18. 2017

      Yes! and also what about ” would you wear this ” ? i think it is also not good…

      Reply to this comment
    • Josh S

      Dec 19. 2017

      Makes sense actually so FB can increase ad revenue.

      Reply to this comment
  4. Tom M.

    Dec 18. 2017

    But can I make a PPE Ad and then use the same Ad with the Engagement on it (Post ID) for the Conversion Objective? Thank you so much Miles!

    Reply to this comment
    • Tom Young

      Dec 18. 2017

      Yes, That fine. It’s just the way in which your gaining the engagement on any ad objective that Facebook is tightening up on, I guess they want more pure data, It will be more valuable to them, With us trying all angles to get cheap engagement it’s not as pure as it could be. Essentially You cant trick people into commenting to gain an engagement advantage (e.g. Tag a friend in this post and you could win this watch) Watch the vid again, Its fairly important you get the concept.

      Reply to this comment
    • Miles Beckler

      Dec 18. 2017

      Exactly, +Tom Young! “You cant trick people into commenting to gain an engagement advantage” <---This is the TLDR +Tom M. it is more about the copy in the ad than anything... But know that when you change from engagement to conversion, you lose all pixel data anyways, so just go straight to conversions! Whoever is teaching that method of PPE first to 'season' the pixel is incorrect if they say that the pixel data translates from one campaign to another.

      Reply to this comment
    • Tom Young

      Dec 18. 2017

      Yes, that’s a great point. While on that subject, If you run a traffic campaign to get cheaper traffic then create a lookalike from the website view content fires to then go on and run a purchase conversion campaign with the lookalike audience (I get that the pixel will have to learn again) but with that audience data would you say that’s an effective way to run? or is it just go straight out the box with the purchase pixel. I just wondered your thoughts on it, it’s just that so many people have so many conflicting opinions. sorry to ask I’m sure you have a ton to do and have a vid for it anyway. Thanks for everything, your value is as always great.

      Reply to this comment
    • Miles Beckler

      Dec 18. 2017

      No way to know without testing… I always start straight with the conversion campaign as my baseline… Then I do test other approaches to see if I can get a better cost per lead… Like a two step approach, click to content, retarget to funnel, etc.

      But with FB’s costs continuing to rise, I generally see better ROI straight to my funnel because I only pay for one click.

      Reply to this comment
    • Tom Young

      Dec 19. 2017

      Miles You are a ledge, Appreciate your message back, That makes sense to me. (test test and test some more) Thanks for your time. Off to watch a few Miles Bekler videos now so cant stop. 🙂 I watched an Alex becker special the other day about targeting and he promoted one keyword (like sewing) to an audience of like 30m people to sell a sewing machine and letting it run to collect data for lookalikes and retargets until 100 purchases to create an audience that the data gives rather than pointing facebook to an audience in the first place. I would imagine that it wouldn’t be the cheapest way to start your audience (I have always put in a bit of time to find my initial seed audience) but it has a point to consider, Who else will have started there, the data tells the story right, it will be a less competitive final pool to scale. Don’t know if you have any experience in ever doing anything like that. I’m going to have a play around with it for a few weeks and see what happens. I’m not looking for a response but feel free if you think that sounds a bit mad. Cheers for everything, Seriously, You have helped me alot this year without even knowing it.

      Reply to this comment
  5. Pro-emit

    Dec 18. 2017

    thanks for the heads up

    Reply to this comment
  6. Yura Christian

    Dec 18. 2017

    Is ” Sh@r3 1F You L1k3 1t” working ? Haha . Just joking

    Reply to this comment
  7. Myles Murphy

    Dec 18. 2017

    wow, big change. thanks for this miles. looks like i’ll have to start brainstorming some work around for this!

    Reply to this comment
    • Miles Beckler

      Dec 18. 2017

      Totally… We had done a few successful contests in the past… Kinda back to the drawing board for that funnel.

      Reply to this comment
  8. Felipe Vergara

    Dec 18. 2017

    Great video Miles, thanks! As you mentioned I encourage people to comment on my ad posts to get Messenger subscribers so this warning changes everything. Do you know how can I encourage people to comment on my ads / posts without violating Facebook´s new policies?

    Reply to this comment
    • Miles Beckler

      Dec 18. 2017

      That is the million dollar question… I’ll be thinking about this and if I have any great ideas, I’ll definitely make a vid for it. No clue as of right now.

      Reply to this comment
  9. Franklin Hatchett

    Dec 18. 2017

    Well dam this is how I build huge email list. Damn FB

    Reply to this comment
    • Miles Beckler

      Dec 18. 2017

      #MarketersRuinEverything

      At least you were in while the getting was good! We used to get 350,000+ organic visits/mo from FB back when the organic reach days were good… Now about 90% less.

      Zuckerberg has investors to pay.

      Reply to this comment
    • directormikkell

      Dec 18. 2017

      What the hell is the end game of all this? Paying thousands of dollars for forced engagement on posts people probably wouldn’t care about in the first place?

      Reply to this comment
    • Jonel Canon

      Dec 19. 2017

      Miles Beckler if i have a business opportunity and im a network marketer . if i put comment below “HOW” AND ILL GET BACK TO YOU.

      is this also not good?

      Reply to this comment
    • Thats So Not Chill

      Dec 19. 2017

      Franklin Hatchett yeah I use twitter but I also dm each of my followers at least once

      Reply to this comment
  10. SceneZing Video Content

    Dec 18. 2017

    What about adding something like “message us for more details”

    Reply to this comment
    • Miles Beckler

      Dec 18. 2017

      No clue… definitely seems like a gray area. But why not just have them click a link and go to a landing page to be safe?

      Reply to this comment
    • SceneZing Video Content

      Dec 18. 2017

      trying to shortcut the landing page and use messenger as my email list and follow up material through messenger.

      Reply to this comment
    • Miles Beckler

      Dec 18. 2017

      “Short cuts make long delays” – J.R.R.Tolkien

      Reply to this comment
  11. tadhg harrington

    Dec 18. 2017

    Top of the Bus Miles, as usual #BADASS

    Reply to this comment
  12. Kuyavian

    Dec 18. 2017

    Thanks for the heads up Miles, i’m going to remove my ‘tag a friend’ sentence from my posts. I reckon if that’s a good post people just share anyways so not a big problem.
    Instagram is full of these ‘type YES if you agree’ posts, this is the worst plague in my opinion.

    Reply to this comment
    • Miles Beckler

      Dec 18. 2017

      Smart move and I agree about the ‘yes if you agree’ rubbish on Instagram… I think Instagram marketers are going to have an interesting year in 2018

      Reply to this comment
  13. Vince Bastier

    Dec 19. 2017

    When Miles is faster than the update. Looks like FB is becoming a no-go zone progressively, they are clearing the field for the Big Brands, we fed the AI, now the AI is clearing out everyone. The question is what’s gonna be the new “rule” ?

    Thanks Miles, great as usual 👍👍👍👍👍👍

    Reply to this comment
    • Miles Beckler

      Dec 19. 2017

      That is the question! Glad you liked the content and I don’t have any great answers yet… Other than build a great funnel and run conversion campaigns/ads at it…

      Reply to this comment
    • Vince Bastier

      Dec 19. 2017

      Miles Beckler Make sense, keep it clean and classy 👍👍👍👍

      Reply to this comment
  14. Martin Hamilton

    Dec 19. 2017

    Glad to hear. I’ve never done any of this and it’s about time fb stands up to it’s own rules.

    Reply to this comment
    • Miles Beckler

      Dec 19. 2017

      Ya, pretty sure this has been in their terms of service for quite some time! I think it will make a better user experience all around, to be honest.

      Reply to this comment
  15. Kat M

    Dec 19. 2017

    That is good news today because then I will see the true value of the statistics for my advertising.

    Reply to this comment
  16. Valerie Edwards

    Dec 19. 2017

    Appreciate the heads up! As always, excellent content!

    Reply to this comment
  17. Brent Peluso

    Dec 19. 2017

    So are we not suppose to ask any questions or call to actions at all on Facebook and Instagram posts ? What should we be doing instead ?

    Reply to this comment
    • Miles Beckler

      Dec 19. 2017

      The release didn’t mention IG but in my opinion that is where this is going… Calling people to action outside of engagement bait is good.

      We should be giving value to our audience! 😉

      Reply to this comment
    • Brent Peluso

      Dec 19. 2017

      ok so say go check out this blog post instead of saying comment down below ? Doesn’t facebook want us to stay on their platform tho ?

      Reply to this comment
    • Brent Peluso

      Dec 19. 2017

      Can you give us an example of what we should be saying to get engagement that is not engagement bait please

      Reply to this comment
  18. J.Carlos Fitlab

    Dec 19. 2017

    So if we post an organic “story” [ versus Facebook ad] and encourage ppl to click or comment below that would be along those lines?

    Reply to this comment
    • Miles Beckler

      Dec 19. 2017

      Not sure how this applies to stories, to be honest… Seems like it is mainly focused on posts that come up in the newsfeed.

      Reply to this comment
  19. Tracey Poland

    Dec 19. 2017

    Thanks for the heads up! Too bD they are doing this at Christmas!

    Reply to this comment
  20. J.Carlos Fitlab

    Dec 19. 2017

    Let me see what I can find out. Vuz that’s one of the new “tactics to use”… Storytelling that is among MLM ppl.
    I’ll bounce whatever I find by you and hopefully we get enough data and feedback to act properly.
    Thx

    Reply to this comment

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