Facebook is launching it’s 2nd round of attacks on what is commonly referred to as Clickbait. First off, let’s define what “Clickbait” is.

click·bait ˈklikbāt/

noun – informal

“these recent reports of the show’s imminent demise are hyperbolic clickbait”

The idea is that by exaggerating the importance of the information and leaving out a crucial detail, you can get people to click on the article.  However, the article itself is usually just crap. And that is a technical term in Internet Marketing for “stuff no one actually wanted to read”. They generate the clicks to get ad impressions – more ads shown to more people – which in turn, makes the owners of the website more money. More clicks = more money.

Facebook has created an algorithm to detect headlines that are similar to other ones they have determined as “clickbait”. When it detects these, it will also track the amount of time someone spends on the page they clicked-through to see, before they return to Facebook.  This gives them a metric we call “Bounce Rate”. A “bounce” is when someone clicks a link, and immediately returns to Facebook.  The more people who bounce, the more likely a headline is click bait and Facebook will penalize that link by showing it to less people.

Facebook has also said that they will penalize accounts and pages that publish a large amount of click-bait style posts. So make sure your headlines are clear, your articles are immediately engaging to readers and that you aren’t just trying to grab clicks with sub-standard content!