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Video Marketers On Alert As Meta Announces Crackdown On Misleading Viewers By Watchbait Video Titles & Descriptions

Meta has announced its decision to crack down on video marketers who might be misleading viewers with a number of tactics.

Tech experts believe the time has come for video creators to steer away from luring their viewers with watch bait titles on videos as well as their descriptions.

The company further added how these strategies are not only questionable in terms of ethics of also annoying for so many viewers.

Meta and its theory of ‘watchbait’

Meta has put forward its theory of watch bait. For those who may not be aware, the tech giant is referring to it as a mechanism involving the spread of misinformation, misleading viewers about a video’s true nature, or simply sensationalizing the content present.

It continues by mentioning how these types of tactics can be found in any part of the video. Be it the text, content, or even the thumbnail, the main goal of such techniques is to lure viewers into watching the whole video.

“Viewers are not interested”- says Meta

But why does Meta care all of a sudden or maybe it did and never mentioned it previously?

The company revealed how people are not fans of these strategies which they find to be annoying. Similarly, Meta revealed how feedback from so many users made them aware of how big of a problem it has become and also how so many wouldn’t like to be seeing it on their feed.

How is the company tackling such issues?

Given the misleading nature of most watch bait videos, Meta revealed how they’re now putting users’ preferences as their number one priority.

Therefore, they’re making use of a system that detects the presence of such posted videos. When and if they’re detected, their distribution automatically gets limited.

The video outlined will not be recommended to viewers and could potentially limit its overall ranking too. Lastly, it could drastically reduce the overall distribution of that page as well.

Meta provides video creators tips on how to avoid watchbait

Meta is giving video creators a chance to redeem themselves by offering an array of tips and tricks on how they can avoid luring malpractices.

The company says content creators can begin by getting rid of key information that entices a curiosity gap. This is usually done to make viewers watch the video till the end.

Meta believes the more misleading expectations created from one video there are, the greater the deception and for that reason, it warns against this method.

Lastly, the company says avoiding exaggeration and extreme forms of language to draw viewers in for a video is the last thing that should be on their minds.

All in all, the new approach is not only aimed at video content but titles and thumbnails too. Therefore, the tech giant hopes many will understand this warning as a clear sign to stop before it's too late.


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