August 12th, 2016
You've all seen them from notable sites like Viralnova, Upworthy, Buzzfeed, etc. Clickbait headlines like "You'll Never Look At Barbie Dolls The Same Once You See These Paintings" and "23 Things Parents Should Never Apologize For." Moving forward, Facebook will begin using a system that detects clickbait headlines in a shared link, identify those domains that regularly posts or shares clickbait links, and reduce the distribution of their posts in News Feed. Why? Because clickbait headlines intentionally omit crucial information, requiring users to click the link to uncover the answer. So what can you do to avoid this reduction in organic Facebook reach? Try posting headlines the following types of headlines:
- Inform The Reader
Instead of purposefully withholding information from your headlines, try using crafty copy and calls-to-action to attract attention to your post. According to Facebook, when a headline of a story is missing information, people tend to find that misleading, sensational, and spammy. Ultimately, if you have something worth sharing with your followers, you should be able to grab their attention with accurate, informative headlines. - Set Appropriate Expectations
To put it simply, tell the truth! Use fact-based information instead of hyperbole in your headlines. Tell users what they can expect to find in the link you're sharing. Your followers will appreciate the up-front content and you'll never have to back-track or have anyone hold your feet to the fire about any misleading information.
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- Post a variety of formats beyond links
Yes, posting links to relevant, informative information on Facebook is part of a sound posting strategy. But don't just rely on these types of posts. Make sure you post a variety of formats - like photos and videos - on all sorts of content types. Continue to build upon your digital voice by replying personally to users who comment on all of your posts and who leave reviews or comments on your page.