Today Facebook announced that their newsfeed algorithm would change. They stated on their website that
“We’re making an update to News Feed ranking to further reduce clickbait headlines in the coming weeks. With this update, people will see fewer clickbait stories and more of the stories they want to see higher up in their feeds.”
In practical terms, this means that we will be seeing a lot less of these kinds of articles:
Which means that:
RIP like half of the media companies out there https://t.co/OlbPB1zaox
— Austen Allred (@AustenAllred) August 4, 2016
For a marketer like me, this is good news. And for most companies this will mean that authenticity and quality content will become more and more important in their content marketing strategy.
Facebook will determine whether an article is click-bait through two factors:
“(1) if the headline withholds information required to understand what the content of the article is; and (2) if the headline exaggerates the article to create misleading expectations for the reader.”
It will be interesting to see how major media companies like Buzzfeed, the Huffington Post, BoingBoing and others will respond. Their main revenue stream, advertising contracts that are determined by the CPM (cost per 1000 impressions), might decrease drastically.
Advertising technology has come so far and there are better ways to reach your audience. At Blitzmetrics we use 9 triangles to define successful business. One of the key triangles for business success is the Business Strategy Triangle
This triangle is an effective, scalable, and sustainable way of reaching business goals without the need for click-baits. Let’s look at some of the key principles of this triangle:
Business need SMART goals. These goals can then be converted into metrics that can be measured within your digital marketing strategy.
Next, you need ways to move clients down the sales funnel. This is the content that you create that will make them click, opt-in, or simply come back and visit. Make it compelling and you wont need to spend too much time fishing for juicy titles.
Lastly, and this is what makes 21st century marketing so powerful, is the targeting. Finding the what, where , and who, has never been easier and more powerful. The specificity of the targeting has become so advanced on Facebook that executives, journalists, and almost any other person you want can be reached for $1 a day.
Dennis Yu, co-founder of Blitzmetrics, had an interesting experience with Uber (read here) where he later used the dollar a day strategy. He amplified the story of his bad experience with uber and got them to rectify the situation.
So the next time you consider what to write, remember that click-baits are a thing of the past. Remember your goals, craft good content, and target wisely. That way you will always be successful.