• Pauline Kwasniak


We get it, you want to promote your events or destination blog, video channel, post.

But you need to hear this:

Sometimes platform such as Facebook or Instagram will publish very clear guidelines about HOW to engage with their platforms. They also organise regular training.

In one of such training, we were invited to, a very IMPORTANT post has been reiterated: DO NOT ENGAGE IN ENGAGEMENT BAITING.

You see, despite all the recourses available less experienced bloggers, business owners or creators will follow the crowd.

As a social media user you have probably seen the engagement baiting going on social media for ages:

What is engagement bait?

Engagement bait is a tactic to create Facebook posts that goad people into interacting, through likes, shares, comments, and other actions, in order to artificially boost engagement and get greater reach on News Feed. Posts and Pages that use this tactic will be demoted.

Facebook gives you clear examples of engagement baiting

  • React baiting

  • Follow and share baiting:

  • Comment baiting

  • Monetization baiting (on live streams)

  • Vote baiting

  • Monetization baiting

Clickbait headlines prompt clicks by intentionally withholding crucial information or creating misleading expectations through exaggeration, and are also disliked and penalised in used regularly, by the platforms.

This is exactly what engagement baiting is all about and NEWS FLASH: neither Facebook nor Instagram thinks it's a good idea. They strongly advise against it. They developed a strong alrorithm, that can detect your engement baititng behaviour in seconds.

Engagement bait guidelines from Facebook

To help foster more authentic engagement, teams at Facebook have reviewed and categorized hundreds of thousands of posts to inform a machine learning model that can detect different types of engagement bait. This model is built off of certain guidelines, which we encourage Pages to learn so that they can avoid inadvertently posting engagement bait in the future (Facebook).


  1. When sharing a blog post or vidoe and ask people to check it out and ask "What do think about it" or "Let me know what you think about

  2. Ask people to "share thoughts" after reading your post or watching your video

  3. Ask people to add another important point to your list or share a similar exprience that can reiterate your point or challenge it

  4. Let people agree or disagree with you

  5. Allow room for an authentic discussion

  6. Give opinions in a way, that welcome input from others

You can also prompt your followers to engage by creating relevant and meaningful stories. Unlike engagement bait, these kinds of posts will foster authentic engagement.

Pages that repeatedly and systematically use engagement bait as a tactic will be demoted more than individual posts from people and Pages with engagement bait.

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