How to Avoid Lower Priority for Smoking Cessation Support Content on Facebook: An Analysis of Engagement Bait

Abstract

Facebook demotes “engagement bait” content that makes people interact. As a result of this sanctioning, public health content can reach fewer Facebook users. This study aims to determine the negative effect of engagement bait and find alternative techniques. In a three-year period, 791 smoking cessation support content was included (n = 791). The Facebook posts were classified into “engagement bait”, “alternative techniques” and control groups. Facebook metrics were compared between the study and control groups. The reach of Facebook page fans was significantly lower in the engagement bait group compared to the control group. On the other hand, the alternative techniques had a significantly lower rate of negative Facebook interactions, as well as significantly higher click rates compared to the control group. This is the first study to reveal the sanctioning of engagement bait on smoking cessation support Facebook posts. “Engagement bait” content has a lower ranking on the Facebook Fans’ Newsfeed page. Nevertheless, alternative techniques can circumvent the restrictions on engagement bait. At the same time, alternative techniques can stimulate the click rate and inhibit the rate of negative interactions.