Why Facebook is demoting some posts in news feed?
The social networking giant, Facebook has started taking steps to clean up user's news feed. The company is updating its algorithms to bring down the number of spam posts on users' news feed. Facebook has just announced that it will start demoting engagement bait posts on its platform.
This demotion will include the posts coming from both pages as well as users. Henry Silverman, the operations integrity specialist at Facebook said, "People have told us that they dislike spammy posts on Facebook that goad them into interacting with likes, shares, comments, and other actions. For example, "LIKE this if you're an Aries!" This tactic, known as "engagement bait," seeks to take advantage of our News Feed algorithm by boosting engagement in order to get greater reach. So, starting this week, we will begin demoting individual posts from people and Pages that use engagement bait."
The company is developing a machine learning process, a dedicated team at Facebook has reviewed hundreds of thousands of posts to train the machine learning model. Going forward, posts that use engagement bait tactics will no longer be shown in the news feed. The process to promote engagement campaigns will become much stricter in the coming weeks.
Facebook's news feed algorithm shows the content that users are interested in. Advertisers create the campaigns in a way that users will fall for the spammy posts. With the machine learning model, Facebook will automatically demote these engagement baits. The team led by Silverman will roll out page-level demotion in the coming weeks.
Silverman further added, "We will roll out this Page-level demotion over the course of several weeks to give publishers time to adapt and avoid inadvertently using engagement bait in their posts." Not all posts will be affected by this change. Posts that seek help from users like a requirement for blood donation, a missing child report won't be impacted.
Facebook recently introduced 'Snooze' feature to temporarily unfollow a person, page or a group for 30-days. The feature will help users in giving better control over the news feed and notification alerts. The company has made changes to the platform to beam more video content to the news feed.
- Rajat Kabade