like-meIn an effort to clean up and optimize the News Feed, Facebook has announced plans to start penalizing pages that bait users into liking and sharing content. Facebook specifically pointed to three kinds of posts is plans to pull from user feeds: “like-baiting” posts that ask users to like or share a spammy image; “Frequently Circulated Content,” which aims to eliminate “reposts”; and “Spammy Links,” posts that use deceptive formatting to trick people into clicking. “For instance, often these stories claim to link to a photo album but instead take the viewer to a website with just ads,” Facebook’s blog post reads.

You could argue that the popularity of content should be up to the users, but that’s not how Facebook operates. When spammy photos and too many game invites appear in more News Feeds, people tend to engage less—even if those photos and invites were generated by friends. People tend to blame Facebook for spam, rather than the people actually posting the spam—so the company is taking action.

“The vast majority of publishers on Facebook are not posting feed spam so they should not be negatively impacted by these changes, and, if anything, may see a very small increase in News Feed distribution,” Facebook said.