O Facebook aplicou uma mudança nos algoritmos do feed de notícias que rebaixará páginas que fazem os usuários a clicar num link de forma forçada — técnica conhecida como “clickbait”.
A partir de agora, o feed de notícias da rede social considerará dois fatores para exibir conteúdo: a probabilidade de engajamento e o quanto o internauta deseja ver posts daquela página. A empresa descobriu as respostas para o segundo fator por meio de milhares de questionários respondidos diariamente pelos usuários.
A combinação dos fatores permitirá que se enxergue discrepâncias entre o comportamento das pessoas e o que elas gostam na rede. Por exemplo, se o Facebook sabe que o usuário não gosta dos posts de uma página, mas continua clicando neles, fica implícito que o sujeito está sendo forçado a acessar os links por algum motivo.
“Em geral, páginas devem evitar encorajar as pessoas a tomar ações (como encorajar um monte de cliques), porque isso provavelmente causará apenas picos temporários nas métricas, que poderão, então, ser balanceadas novamente pela classificação do feed ao longo do tempo”, explica o Facebook.
Na prática, páginas que divulgam links com títulos do tipo “você não vai acreditar no que este ator disse” e “tal jogador acertou com um time grande, descubra qual” acabarão desaparecendo lentamente dos feeds.
A Mó Digital é uma agência de Marketing Digital Full Service. Nossa proposta é ser a solução ponta a ponta para empresas que precisam estabelecer ou reforçar sua presença on-line. Por isso, nosso portfólio de serviços se estende desde o entendimento da estratégia de negócio do cliente até o planejamento e execução de ações de Marketing Online e a criação de aplicações para a web, criando aos seus clientes a percepção de retorno sobre o investimento.
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