Facebook

How many times have you clicked on a link and then found out that you actually have no interest in the article at all? Some brands will use ambiguous link descriptions on their social media page, only for you to discover that the article you’ve clicked through to is nothing like as interesting as you were expecting.

Facebook has announced, however, that it is cracking down on such “click-bait” headlines, which are drowning out content from the people and pages you really care about. The social media giant is concerned that these eye-rolling links are frustrating users and driving them away from the platform.

The move seems to be one that most will approve of, with a survey revealing that 80% of the time people said that they preferred informative headlines that helped them decide if they wanted to read the full article before clicking through.

What does this mean for brand pages? Unless you´re guilty of such cheap tactics to garner views, you don´t have too much to worry about. However, you need to be aware that Facebook also has like-baiting content, frequently circulated content and misleading links in its sights.

That means if you´re posting “like me, like me!” content all the time, or your content marketing consists of simply rehashing the same content with different descriptions, now is the time to consider a change of tactic.

How will it begin to cast this content aside? Facebook will both monitor how much time people spend on a link after clicking on it and look at the ratio of the people clicking on content in relation to comments and shares.

As such, the pressure to produce fresh and unique content is more pressing than ever. If you need a helping hand with your content, both in terms of creation and strategy, give us a call. We are a team of content generation specialists and would love to help.

Ben Hollom

October 6, 2014