While we’ve got a lot of sharp marketing strategies up our sleeves, we’ve also got a list of “unsharp” strategies that we studiously avoid. One of the top unsharp strategies on our list is comment baiting (or any other kind of engagement baiting) on social media.
What is Engagement Bait? According to Facebook, engagement bait is “a tactic to create Facebook posts that goad people into interacting through likes, shares, comments, and other actions – in order to artificially boost engagement and get greater reach on News Feed.”
Facebook and Instagram’s latest algorithms are cracking down on posts like these, and if you implement a tactic like engagement-baiting in your social media marketing strategy, it’ll only make it harder for people to see your content!
In a nutshell, if you want your posts to be seen, steer clear of the following:
- Tag baiting: asking people to tag their friends
- Comment baiting: Asking people to comment with answers like specific words, numbers, emojis, or phrases.
- Share Baiting: Asking people to share your post with their friends
- Vote Baiting: Asking people to vote using comments, reactions, sharing, or anything else.
- Reaction Baiting: Asking people to react to your Facebook post using one of the specific reactions available (like, love, haha, wow, sad, or angry).
Facebook and Instagram simply want to make sure that time spent on their platforms is time well-spent. Rather than trying to increase your Page reach and engagement by trying to goad followers into liking a post or tagging friends, Facebook encourages Page owners to focus on posting relevant and meaningful stories that don't use engagement bait tactics.
Social media is an excellent platform for brands like you to start and contribute to meaningful conversations, provide value to your customers, manage brand sentiment, increase brand awareness, and so much more! Stick to these authentic strategies and avoid spammy tactics, and you’ll grow a relevant and engaged fan base in no time at all.