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In an effort to rid the News Feed of low-quality, spammy brand posts, Facebook(s FB) announced on Thursday that it has made changes to weed out common techniques meant to dupe users into clicking and promoting content.
The most overt tactic that Facebook will work to curb is “like-baiting” — a common practice that encourages users to “respond” to messaging only in the form of liking, briefly commenting on or sharing a post. Facebook says its research shows that posts like these are 15 percent less effective than other page posts.
In addition to like-baiting, Facebook has adjusted its algorithm to remove pieces of content that get repeatedly uploaded to Facebook, AS WELL AS posts that contain spammy links to suspect websites.
Most publishers won’t be affected by the changes, Facebook says, but “A smaller set of publishers who are frequently and intentionally creating feed spam will see their distribution decrease over the next few months.”