Cargando…

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

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 cessa...

Descripción completa

Detalles Bibliográficos
Autores principales: Watti, Jezdancher, Millner, Máté, Siklósi, Kata, Hamvai, Csaba, Kelemen, Oguz, Pócs, Dávid
Formato: Online Artículo Texto
Lenguaje:English
Publicado: MDPI 2023
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9859185/
https://www.ncbi.nlm.nih.gov/pubmed/36673713
http://dx.doi.org/10.3390/ijerph20020958
_version_ 1784874292135067648
author Watti, Jezdancher
Millner, Máté
Siklósi, Kata
Hamvai, Csaba
Kelemen, Oguz
Pócs, Dávid
author_facet Watti, Jezdancher
Millner, Máté
Siklósi, Kata
Hamvai, Csaba
Kelemen, Oguz
Pócs, Dávid
author_sort Watti, Jezdancher
collection PubMed
description 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.
format Online
Article
Text
id pubmed-9859185
institution National Center for Biotechnology Information
language English
publishDate 2023
publisher MDPI
record_format MEDLINE/PubMed
spelling pubmed-98591852023-01-21 How to Avoid Lower Priority for Smoking Cessation Support Content on Facebook: An Analysis of Engagement Bait Watti, Jezdancher Millner, Máté Siklósi, Kata Hamvai, Csaba Kelemen, Oguz Pócs, Dávid Int J Environ Res Public Health Article 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. MDPI 2023-01-05 /pmc/articles/PMC9859185/ /pubmed/36673713 http://dx.doi.org/10.3390/ijerph20020958 Text en © 2023 by the authors. https://creativecommons.org/licenses/by/4.0/Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/).
spellingShingle Article
Watti, Jezdancher
Millner, Máté
Siklósi, Kata
Hamvai, Csaba
Kelemen, Oguz
Pócs, Dávid
How to Avoid Lower Priority for Smoking Cessation Support Content on Facebook: An Analysis of Engagement Bait
title How to Avoid Lower Priority for Smoking Cessation Support Content on Facebook: An Analysis of Engagement Bait
title_full How to Avoid Lower Priority for Smoking Cessation Support Content on Facebook: An Analysis of Engagement Bait
title_fullStr How to Avoid Lower Priority for Smoking Cessation Support Content on Facebook: An Analysis of Engagement Bait
title_full_unstemmed How to Avoid Lower Priority for Smoking Cessation Support Content on Facebook: An Analysis of Engagement Bait
title_short How to Avoid Lower Priority for Smoking Cessation Support Content on Facebook: An Analysis of Engagement Bait
title_sort how to avoid lower priority for smoking cessation support content on facebook: an analysis of engagement bait
topic Article
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9859185/
https://www.ncbi.nlm.nih.gov/pubmed/36673713
http://dx.doi.org/10.3390/ijerph20020958
work_keys_str_mv AT wattijezdancher howtoavoidlowerpriorityforsmokingcessationsupportcontentonfacebookananalysisofengagementbait
AT millnermate howtoavoidlowerpriorityforsmokingcessationsupportcontentonfacebookananalysisofengagementbait
AT siklosikata howtoavoidlowerpriorityforsmokingcessationsupportcontentonfacebookananalysisofengagementbait
AT hamvaicsaba howtoavoidlowerpriorityforsmokingcessationsupportcontentonfacebookananalysisofengagementbait
AT kelemenoguz howtoavoidlowerpriorityforsmokingcessationsupportcontentonfacebookananalysisofengagementbait
AT pocsdavid howtoavoidlowerpriorityforsmokingcessationsupportcontentonfacebookananalysisofengagementbait