What is clickbait?
For those that have no idea what ‘clickbait’ or ‘clickbaiting’ refers to, it is any update on Facebook (or other social media networks) that entices you to click onto another website. You know those clever headlines about Orlando Bloom’s ‘Shadow’ and how to find the ‘best Florida holiday deals’ those are all ‘clickbait’ updates, and Facebook is putting it’s foot down because they want you for themselves and the businesses using their platform to work harder for your attention.
Facebook are currently leading the pack when it comes to time spent on social media networks. On average people spend up to 50 minutes a day on their network. Almost three times the amount of time spent on twitter! Love it or hate it, they are still the market leaders and their take over will continue to evolve until we don’t even need to visit Google!
So what does this change mean?
For businesses, it means posts with a link to their website (or another’s) are not going to be shown to as many people as those that encourage engagement on the page directly. It is likely that ads directing people to a website and boosted posts which look to take people away from Facebook are going to cost more or will reach fewer people than before.
What can I do to combat ‘clickbait’?
- Encourage people to click on the link in your profile (akin to its sister company Instagram).
- When you are going to post an update with a link outside of Facebook, do it strategically. By this we mean, make sure the post before gets as much engagement as possible so that the next post is ‘gifted’ with higher organic reach (read this blog post on how to increase your organic reach on Facebook for further explanation and tips).
- If you have a blog, utilise the instant articles feed. While it is a time consuming and clunky task (we are still getting our heads around it), Facebook will reward people who share their content on their platform over your sharing a link to your blog in a post.
- Utilise your call to action button and change it to find the one that works for you. Depending on what you do ‘shop now’ may be perfect or too pushy. High-value products and services should consider ‘learn more’ over than ‘contact us’ to encourage people to click off.
In a nutshell, Facebook, like every other network out there, wants to keep your eyes on their site for as long as possible. Because of the audience scope that Facebook offers it is a no-brainer for businesses to pump their time, energy and money into the Facebook meter.
To ensure that you are getting the most out of Facebook take a look at some of our other related blogs:
- The Logic Behind The New Facebook Algorithm
- Social media trends – What your audience wants & how to give it to them!
- How to achieve better ORGANIC reach on Facebook
Why not book a 1-2-1 training session where we can brainstorm ideas specific to your business to help you gain the best organic reach & ROI as possible.