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Prospect Magazine

Future Tense If you use Facebook, you’re probably familiar with the sort of post shown in the image above. It’s called “like-baiting,” and it has run amok on the social network in recent years. That’s because the software that determines what we see at the top of our Facebook news feed is tuned to show us posts that lots of other people have liked, shared, or commented on. Corporate brands, media outlets, and other "content producers" have learned this, and many now use like-baiting to game the system. People’s responses to like-baiting fall into three categories. The first group resents the blatant manipulation and intentionally avoids clicking.

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