Attention ! Any creators using misleading or sensationalized titles will have less reach and fewer recommendations! Meta actually actively fights clickbait, but also calls it “watchbait” in the titles of videos on Facebook and Instagram…
Clickbait, watchbait… the meta says wait!
Every day a huge amount of videos are received on Facebook and Instagram. The quality of content varies wildly, and videos are often clicked on simply because they have a promising title. However, the video title or description is often simplified. ClickBaits.
The idea of clickbait is not new. Sensational headlines have been used first in the print media to attract readers. And this continued with the dazzling development of the Internet and then social networks.
There is actually a related problem that affects social networks especially with the development of video: Watchbait, especially on Facebook.
The principle is very similar to a clickbait title. Videos have misleading and exaggerated titles and descriptions that often omit important details in an attempt to trick people into watching until the end.
According to Facebook:
“These tactics can be deployed in any part of a post or video, including text, description or video content, and ultimately used to attract or entice people to view the full video. »
Faced with the scale of the incident, Meta announced strict measures. If the system detects watchbait in the video, Meta penalizes the creator. Specifically, Company a. makes use of automatic identification system Which will reduce the reach of these videos. And if you regularly post WatchBits, Facebook can dramatically reduce your Page postings.
Meta provided some examples of what it would now mark as Watchbait in the video title and description:
- , moderation – omitting important information in order to generate arbitrary curiosity to entice users to watch the video;
- Sensationalism – Using exaggerated and extreme language to trick users into watching videos ,
- misleading – misleading expectations or deceiving viewers about the content of the video”.
In short, what should you avoid while posting videos on Facebook? What should you do when posting a video on Facebook?
- leave important information;
- use exaggeration;
- mislead users;
- Use extreme language;
- creating deceptive expectations;
- Use excessive capital letters or emoji in the title;
- portraying staged, written or false content as genuine;
- Use photoshopped or cropped images that have not been taken from the video as thumbnails.
What to do in this case?
According to meta:
, Since Watchbait is intentionally designed to mislead viewers, it defeats our purpose of a platform with clear and meaningful titles and content. Audiences should be able to actively decide how they spend their time.,
in this matter :
- Use catchy, yet accurate, and informative headings;
- be original;
- to be honest
Instead of relying on clickbait for Facebook video titles and descriptions, you need to explain with easily understandable and informative titles and captions. Thumbnails should be created from video assets and not specially stitched in Photoshop.
In addition, Meta recommends writing the title and description in your style, as unique as possible, so as to be simply original.