Facebook's New Content Penalization

facebook clamping down engagement

Earlier this week, Facebook announced that they will start penalizing brands that “ask” for engagement via calls-to-action (CTAs) like “tag your friend” or “like if you agree.” Typically, these types of CTAs are used as a part of engagement strategy — the more people who like, comment, and share a brand's posts, the wider visibility their content receives.

Yet in only a few weeks, Facebook will "penalize Page owners & people who resort to 'engagement bait.'" All offenders will have the total reach of all of their posts reduced if Facebook flags their content as "engagement bait." The more times a post is flagged, the less reach overall posts will have.

So what does this mean? In short, getting your audience to organically engage with your posts may become that much more difficult. Without the ability to explicitly ask for certain types of engagement, Facebook Page owners will have to brainstorm new ways to make their posts worth commenting on. And while Facebook has become more of a pay-to-play platform over the past few years, this is yet another step in that direction.

What are your thoughts? Let us know in the comments below.

Story by: Kelsey Thompson & Isabelle Edwards