The latest Facebook algorithm changes are in, and the tally is Facebook 1, headline writers 0. As was widely reported over the past few days (e.g., see this TechCrunch piece), the social network has taken measures to reduce the number of click bait stories in our news feeds.
They’re trying to improve the user experience, by studying which types of stories people bounce from and coming up with a formula that flags the content (and marks the source as a click baiter).
Apparently this has a lot to do with the headline – does it withhold crucial information to tempt curiosities, or over hype the article contents? Facebook offered these tips to help publishers comply. The changes are designed to reward quality and punish excesses of content creators.
Here, Facebook places us in an awkward position. I mean, who would argue for more click bait? The problem is that the types of things they’re now watching for are exactly the time-proven tactics that work, i.e. draw the user in. If the headline doesn’t pull, the shitting thing doesn’t get read.
The devil is in the details – I am not a believer in hypey headlines, and promising more than articles deliver. But hype is in the eye of the beholder, or now the algorithm. I used their sniff test while reading the esteemed NY Times, some of their stories could take a hit according to the screening logic.
Tell me please, exactly how a computer is supposed to make these judgments at scale?
It all gets back to what I was saying earlier, about fighting excesses. When more brands are plying more content, you get lots of listicles, crappy info graphics and irritating come-ons that are too tempting to resist. Inevitably, quality declines. (See my post about Open Spaces Marketing to learn how to avoid this trap).
Algorithm writers have been trying to stay ahead of the content deluge for years, guiding users to the higher quality stuff. Recall Google’s Panda update in 2011 (see this Search Engine Land piece) to smack down content mills. Few mourn the decline of those sites.
Looking at it this way, these companies are our friends, and doing us all a service.
As I like to say, if you live by the algorithm, you can die by it too.
As Google says, and as I imagine Facebook would agree, write great content for people not algorithms, and you’ll do just fine (OK, well we may need to rethink our headlines too).