Engagement bait refers to content on Facebook that is intentionally designed to provoke strong reactions and increase engagement metrics like comments, shares, and reactions. This type of content is often sensational, controversial, or emotional in nature. The main purpose of engagement bait is to get high engagement numbers, rather than provide valuable information to users.
Why do people create engagement bait?
There are a few key reasons why engagement bait is so prevalent on Facebook:
- Increased reach – Posts with high engagement are more likely to show up in users’ News Feeds. Engagement bait enables creators to increase their overall reach.
- Revenue – More comments and shares mean more eyes on a post. For businesses and influencers, this increased exposure can drive traffic, followers, and sales.
- Vanity metrics – High engagement posts look good and can help creators seem more influential than they really are.
- Algorithms – Facebook’s algorithm is designed to show users content they are more likely to interact with. Outrageous engagement bait capitalizes on this.
What are some common types of engagement bait?
Here are some of the most prevalent varieties of engagement bait content:
Outrage bait
Outrage bait refers to inflammatory, anger-inducing content deliberately created to provoke strong negative reactions. This includes posts with “hot takes” on sensitive issues like politics, race, gender, etc. The goal is to tap into users’ outrage.
Cancel bait
Cancel bait is similar to outrage bait, but specifically designed to get someone canceled or fired. This usually involves digging up controversial past behavior of a celebrity or public figure.
Nostalgia bait
Nostalgia bait aims to generate engagement by appealing to users’ fond memories and sense of nostalgia. Examples include posts with old toys, TV shows, or trends from past decades.
Curiosity bait
Curiosity bait attempts to pique users’ curiosity with headlines, images, or video clips that prompt them to click for more information. Think clickbait headlines or shocking thumbnails.
Emotional bait
Emotional bait tries to pull at users’ heartstrings to provoke reactions. This includes cute animals, inspirational stories, and tear-jerking content.
Why is engagement bait considered problematic?
While engagement bait achieves its purpose of driving reactions and shares, it has been criticized for a number of reasons:
- Spreading misinformation – Outrage bait and cancel bait often rely on exaggerations, lies, or one-sided takes designed to stoke anger. This contributes to the spread of misinformation.
- Toxicity – The provocative nature of engagement bait fosters negative discourse in comments sections. This creates a toxic environment on the platform.
- Manipulation – Trying to deliberately manipulate users’ emotions rather than inform them is seen by many as ethically questionable.
- User experience – Constant engagement bait results in an unpleasant user experience on Facebook full of negativity and sensationalism.
- Oversaturation – When every post tries too hard to provoke a reaction, engagement bait becomes predictable and tiring for users.
How has Facebook tried to address engagement bait?
Facebook has faced pressure to crack down on engagement bait content. Some steps it has taken include:
- Algorithm updates – Changes to Facebook’s News Feed algorithm aimed at reducing the reach of clickbait headlines and sensational content.
- Third-party fact-checking – Using independent fact-checkers to review and flag false or misleading posts.
- Transparency – Requiring Pages to disclose if they have changed their name to gain followers or increased distribution of their posts.
- Removing economic incentives – Eliminated the Page Like button to stop creators from using outrageous engagement bait purely to build followers and make money.
What are best practices for engaging Facebook audiences?
While engagement bait may deliver short-term results, legitimate organizations and influencers should focus on more ethical ways to engage their audiences. Some best practices include:
- Provide value – Share truly useful, interesting information that your audience will find valuable.
- Foster community – Build a sense of community with consistent engagement.
- Start conversations – Ask thoughtful questions and respond to comments to get discussions going.
- Use multimedia – Post engaging videos, images, infographics, and live videos.
- Mix up content types – Use a variety of content formats like quick tips, behind-the-scenes, Q&As etc.
- Monitor trends – Capitalize on trending topics and pop culture moments organically.
Conclusion
Engagement bait refers to exaggerated, clickbaity content designed to drive shares and reactions on Facebook. While it accomplishes its purpose, it can contribute to the spread of misinformation and toxicity. Facebook has tried to curb engagement bait through algorithm changes and policy updates. However, organizations should focus on engaging their audiences through valuable, interesting content to see more meaningful results long-term.