Engagement Farming: The Dark Side of Social Media

I don’t know about you, but I am sick of the backteeth of seeing engagement farming posts all over my social media page. It’s just as bad as rage-baiting in my opinion. This phenomenon may seem harmless at first, but it carries with it a host of implications that can heavily influence the dynamics of online communities.

Engagement farming refers to the conscious effort made by individuals or companies to generate maximum interaction on their online content, often by using manipulative techniques to do so.

So let’s take a look at engagement farming, its implications, and the responses from advertising providers.

Understanding Engagement Farming

Engagement farming operates on a simple idea: the more interaction a post gets, the higher its visibility on social media platforms. This is primarily due to the algorithms employed by these platforms, which prioritise content with higher engagement. The engagement could be in the form of likes, comments, shares, or any other form of interaction facilitated by the platform.

Engagement farmers capitalise on this algorithmic bias by creating content that elicits maximum interaction. This could range from posting provocative content that incites controversy to asking seemingly innocuous questions that encourage widespread response. The goal is to boost their content’s visibility, thereby increasing their follower count or promoting a specific product or service.

What Engagement Farming Looks Like

The logistics of engagement farming are relatively straightforward. The first step involves identifying the kind of content that generates maximum engagement. Once this is identified, the content is created and disseminated through various channels. The engagement farmer then actively seeks to maximise interaction on this content, often by personally responding to comments or engaging in discussions around the content.

The efficacy of engagement farming largely depends on the platform in question. Platforms like Twitter, with their emphasis on quick, bite-sized interactions, are particularly conducive to engagement farming.

Engagement Farming and Its Implications

There are many implications of engagement farming. On the surface, it appears to be a harmless tactic used by individuals and brands to increase their online visibility. However, a closer examination reveals a more complex picture.

Engagement farming can distort the organic nature of online interactions, turning them into calculated actions aimed at generating engagement. This can lead to an environment where genuine discourse is overshadowed by manipulative tactics aimed at generating likes and comments.

Engagement farming can lead to the spread of misinformation. Engagement farmers often resort to posting controversial or provocative content that may not necessarily be accurate or truthful. This can result in the rapid spread of false information, with potentially harmful consequences.

Some Examples of Engagement Farming

Here are some examples of tactics people use for engagement farming:

Comment for DM

Ask people to comment with a certain word or phrase to receive a DM with the information the content is promoting. This can create a high level of engagement as people must comment to get the freebie, which then boosts the post.

Rage Baiting

Posting a controversial opinion to make people angry and comment, thus boosting the post

Common Conflicting Opinions

We’ve all seen these – the picture of a bread roll with the caption ‘what is this called’. Or a picture of chocolate bars asking which three you would keep. These seemingly harmless posts are lighthearted but they are a way to get community engagement. The worst thing about them is that they are the same tactics used again and again. 

Asking For Opinion

I’m going to be rubbish at describing this, but it’s something I’ve seen a lot lately on Facebook. Facebook pages posting pictures of homes or renovation and asking questions like ‘What shall I do with this space?’. Then lots of people comment with their ideas. Then if you look at the profile of the page, you can see they are posting lots of different houses but the post reads as if it’s somebody asking for help in their home. These types of posts flood my Facebook at the moment! I block them all.

Long Pointless Videos

Again, fake skits and long pointless videos that seem like they may be interesting but turn out to be boring, engagement farming. The worst ones I’ve seen are those cooking videos where they put Pringles in boiling water and make some kind of pie out of them. Or use excessive amounts of cheese and meat in meals. Loads of fake skits are made to stir up your anger and get you to comment. 

Something Makes No Sense

Have you ever seen pictures or videos where something doesn’t make any sense? One example I can think of is a video of a man going about his day. He gets a bath and the bath water is bright red – so everyone comments about why the water is red. Or there’ll be a picture with a caption and that will say something like ‘every woman has done this‘ but it’s not clear what they are talking about. Engagement farming! 

Advertising Providers’ Response to Engagement Farming

The rise of engagement farming has not gone unnoticed by advertising providers. Recognising the potential harm it can cause, several providers have taken measures to curb its prevalence.

Google, for instance, has updated its algorithm to penalise websites that engage in manipulative tactics to boost their visibility. Facebook, on the other hand, has introduced stricter guidelines regarding the kind of content that can be promoted on its platform. Although I personally see engagement farming on Facebook more than anywhere else, so there’s more work to be done here.

These measures, though effective to an extent, are not foolproof. The ever-evolving nature of engagement farming tactics makes it challenging for providers to completely eradicate the phenomenon as people are always looking for new ways to manipulate the algorithm.

The Role of Influencers in Engagement Farming

Influencers, with their large followings and significant online presence, play a crucial role in the world of engagement farming. They have the ability to generate massive engagement on their content, making them prime targets for brands looking to boost their visibility.

However, the relationship between influencers and engagement farming is a complex one. While some influencers may consciously employ engagement farming tactics, others may unknowingly contribute to the phenomenon by engaging with manipulative content. This underscores the need for influencers to be mindful of the content they engage with and promote.

The Impact of Engagement Farming on Users

The impact of engagement farming on users is twofold. On one hand, it can lead to a massive increase in low-quality, manipulative content on user’s feeds. This can detract from their online experience and lead to disillusionment with the platform.

On the other hand, engagement farming can also expose users to new content or brands they might not have discovered otherwise. This is particularly true in the case of influencers, whose engagement with certain content can significantly boost its visibility.

The Future of Engagement Farming

The future of engagement farming is scary in my opinion, as people seem to be getting more desperate and extreme with it. With social media platforms and advertising providers stepping up their efforts to curb the phenomenon, engagement farmers are likely to face increasing challenges in their quest for visibility.

However, the inherent nature of social media – with its emphasis on engagement and interaction – means that engagement farming is unlikely to disappear entirely. As long as there is a desire to be seen and heard on these platforms, there will be those who resort to manipulative tactics to achieve this.

Ways to Mitigate the Impact of Engagement Farming

There are several ways to mitigate the impact of engagement farming. For users, this could involve being more discerning about the content they engage with and avoiding posts that seem designed to farm engagement.

I personally just block any accounts that use these tactics. 

For influencers and brands, it could mean adopting a more ethical approach to online engagement. This could involve prioritising genuine interaction and meaningful content over cheap tricks designed to boost visibility.

Engagement farming is a strange but not surprising phenomenon that highlights the darker side of social media. While it may offer short-term benefits in terms of increased visibility, its long-term implications are far more concerning. It is therefore crucial for all social media users, influencers, brands and advertising providers – to understand the dynamics of engagement farming and take steps to mitigate its impact.

As the digital world continues to grow and change, it is hoped that ethical and meaningful engagement will take precedence over manipulative tactics. After all, the true value of social media lies in its ability to foster genuine connections and make a significant contribution. But engagement farming just detracts from this and makes social media littered with poor quality that just pits us against each other. 

Related posts:

• What Are Faceless Social Media Accounts?
• The Rise Of NPC Streamers: Let’s Look At This Bizarre TikTok Trend
• Baby Role-Play And Digital Kidnapping On Social Media
• Is TikTok Safe For Kids
• How TikTok Influencers Are Promoting Overconsumption
• Is Temu Safe To Use? Breaking Down The Facts
• Why I Hate Rage Baiting On Social Media Platforms