Mute People & Pages For 30 Days: Facebook Launches 'Snooze' Button

Posts that are legitimate and authentic conversations between Facebook members will not be targeted.

To use the feature, simply select snooze in the top-right drop-down menu of a post, and the posts you want to avoid will temporarily disappear from your feed. Facebook warns that "page admins should continue to focus on posting relevant and meaningful stories that do not use engagement bait tactics".

Well, now Facebook can be a platform for all ideas, except for those of that one friend who's driving you nuts with all the posts about his flawless, happy life and you don't mean to be rude, but you just can't deal.

In what is referred to as "engagement bait", the forthright campaign to garner as much official attention on social media is seen by Facebook as taking "advantage" of their News Feed algorithm.

Once you have chosen to "snooze" someone, Facebook will notify you before the snooze period ends, giving users the opportunity to extend it should they so choose.

The crackdown itself is led by a machine learning model that the social network said has been fed "hundreds of thousands of posts" to detect different kinds of engagement bait. Posts which beg users to like or share specific content are now prioritised by Facebook.

"Publishers and other businesses that use engagement bait tactics in their posts should expect their reach on these posts to decrease. The people, Pages, and groups you snooze will not create notifications or posts in your News", writes Shruthi Muraleedharan Product Manager of Facebook in a blog post.

Recode argues that Facebook's tendency to suppress some publishers' reach on its platform is nothing new. Facebook's algorithm elevates posts that get a lot of likes, comments, and shares in News Feed.

Types of posts that won't be subject to demotion include posts that ask for advice or recommendations, circulations of missing child reports or money raising efforts.

Last year, Facebook was criticised as being a source of spam and fake news. They have said that pages which use engagement bait will see that the reach of such pages will reduce and pages which repeatedly make engagement bait posts will see reach dip even further.

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