Let us talk about most online marketers’ favorite subject, compliance. There has been a lot of news about Facebook’s efforts to discard or remove engagement bait and a lot of questions around FB Messenger Marketing compliance. If you are in an FB advertising world, especially if you are using the Facebook Comments growth attribute of ManyChat, their compliance is something you need and must be aware of. First thing first, what is engagement bait? It is a post that generates non-authentic comments, likes, shares, and clicks. For example, a post like:
LIKE the post if you are a Pieces to find your one true love!
TAG friends who look like the person in the video!
SHARE the post with five friends for a chance to win an Android mobile phone!
According to the official Facebook announcement, they will start demoting individual posts from users and FB pages that use engagement baits. No doubt people have seen these in their Facebook feed from time to time. And people don’t really care about these engagement baits.
Visit http://www.sociableblog.com/2018/03/14/what-is-engagement-bait-how-to-avoid-on-facebook to find out more about engagement baiting.
It is like an FB equivalent of old email scams or chain mails. Now that we all know what engagement bait is let us take a look at why FB has such an issue with it, as well as why it is something people need to be concerned about when it comes to their marketing.
Why FB hates baits?
To understand why FB is trying to crack down on engagement bait, let us look at it from the consumer’s point of view. Facebook’s business model is pretty simple. They have created services that a lot of people enjoy using. While these baits have people’s attention, they will take advantage of this opportunity to put relevant content and offers in front of them.
These baits will show users advertisements, as well as contents that they think they are going to click on and like. With that being said, Facebook is pretty good at showing its users things that they like. Why? Because these types of platforms have a lot of data on every user.
They know what type of things users tend to click on, what kinds of articles people read, and what type of videos they usually watch. And that is where the FB algorithm comes in. If we think about engagement bait posts – the things they are doing are traditionally giving FB bad data.
These are not posts that people want to read or engage with. Users are not engaging with them because they bring people joy or because users love seeing them. People are engaging with them because these contents are baiting people to do so. In other words, these types of posts probably do not improve the user experience on Facebook. If anything, they do, it is the opposite.
What does it have to do with FB Messenger Marketing?
A lot of online marketers love the FB Comments growth tool since it is a very low-friction way to generate and built a Many Chat subscriber list. But users need to be very careful with the way they set this up. People want to avoid doing anything that Facebook messenger settings might interpret it as engagement baiting.
Users may or may not realize this, but when they created their Facebook profile, they agree to the platform’s policies. One of these policies states that users will not ask other users to share, comment, or like in exchange for gifts or free items.
A lot of users are using these patterns combined with FB Comments growth tools. Is this method comment baiting? Would social media platforms penalize these types of posts? Well, it is up to interpretation. We cannot say for sure if FB would demote these kinds of posts or not.
Messenger marketing compliance: Always look for quality engagement and long-term relationships
If you are not sure of what to write or post on your FB timeline, always stand on the side of looking for a long-term relationship and quality engagement. Note that quality over quantity is the best way to go. Posts that look like engagement baits can generate a lot of traffic or subscribers.
They used to generate traffic until Facebook started tracking them down. They also used to create a lot of superficial conversations, short and low-quality leads. That is not what business owners want, and that is not what FB wants. Instead, users need to look for quality content, not just quantity.
And do not just look to get attention – retain attention by delivering value, as well as building a long-term relationship with the consumer. Because after all, is it not the whole point of social media? To be a platform where people can connect with their friends, family, co-workers, groups or brands that they care about.