Facebook is Cracking Down on News Feed Spam: How to Keep Your Brand Off the Hook
Today, Facebook announced that they’re making another change to the News Feed (is anyone else getting whiplash yet?).
In all likelihood, this one will enhance the Facebook experience, but it’ll make brands work a little bit harder. Facebook posted the announcement today, titling it, “Cleaning up News Feed Spam.” So, what do they classify as “spam” and how do you navigate these changes so your content doesn’t get branded as spam?
What They Mean by Spam:
Facebook calls out 3 types of spam they’ll begin monitoring and limiting going forward:
- Frequently circulated content
- Spammy links.
Now, don’t get us wrong – we’re all about less spam. However, some tactics of marketers fall into these umbrellas, despite their non-spammy intentions:
“Like-baiting” could be anything from “Like if you agree” to “Share with your friends!” Any type of action calling for “Likes” or “Shares” could be potentially flagged as spam and therefore shown less in the feed. So, instead of “like-baiting,” encourage conversation on your content with creative calls-to-action or discussion questions. Not only will this prevent you from being flagged as spam, but it will also create a richer experience for your fans.
In addition to preventing “like-baiting” posts, Facebook is also going after repeating posts. This could be potentially troublesome for marketers. Because organic reach has decreased as much as it has, marketers know that their content isn’t showing up in the majority of their fans’ feeds. Therefore, marketers have no qualms re-posting content. However, marketers won’t be able to get away with this for much longer. Instead of copy & pasting content, create new graphics that support your content. Instead of creating generic images for a blog post, create a 5-steps to XYZ graphic. This avoids spam flags and gives your audience a new look at something old.
This one is relatively self-explanatory. We’ve all been trolling through our newsfeed and come across a link to a “photo album” that didn’t actually link to a photo album. Facebook will be cracking down on these. This shouldn’t be a standard tactic of yours, but it is a good reminder to tighten up the copy and CTAs you post with your links.
Although these practices are definitely fringe tactics for marketers, this change only furthers point that it’s getting harder and harder to reach fans. In order to get the best return, make sure you avoid Facebook’s new spam triggers when posting organically.
What do you think about Facebook’s new take on spam?
My name is Jade and I'm the Social Media Manager for Simply Measured. We can find common ground in Beyoncé and Chipotle burrito bowls.