Facebook Bans The “Like Gate” Incentive for Pages

by Ashley Hincher on August 12, 2014

facebook like gate banFacebook has officially banned the “like gate” for Pages.

On August 7th, a post was published to the official Facebook Developer’s blog announcing some recent changes. Tucked near the bottom of the post is a section titled “Changes to Platform Policy,” which includes a new rule that will certainly impact how businesses run their Facebook pages:

“You must not incentivize people to use social plugins or to like a Page. This includes offering rewards, or gating apps or app content based on whether or not a person has liked a Page.”

According to Facebook, users have 90 days (until November 5th) to abide by the new rule. After this date, Facebook will be removing the coding that enables like gates.

A “like gate” is a feature that enables a page to hide certain content from users until they have liked the page. Previously, Facebook like gates were a common tool used to motivate users to “like” a business page by offering some additional incentive – users who are interested in the incentive must like the page in order to unlock the exclusive content.

Like gates were particularly beneficial when running sweepstakes on Facebook, as a business could ensure that only fans of their page could access the sign up form. Not only did this result in increased likes for a page, but it also encouraged high quality sweepstakes entries, as the people who were willing to like the page in order to enter the contest were also more likely to be genuinely interested in the business’s goods or services.

While this policy change may be disappointing for many, it is certainly not the end of the line for Facebook sweepstakes. Removing the like gate will not affect the other goals you may have had in running a sweepstakes:

  • They will still increase your social visibility/social buzz, because advertising a sweepstakes is still just as likely to attract new customers as before.
  • You can still utilize a sweepstakes to collect email addresses or increase fan engagement.
  • You may actually receive more entries if users are not required to perform an additional action or commit to liking your page. This will translate to more emails or engagement.
  • Many may have felt “trapped” by the like gate system because it was so beneficial in building up their page, so removing the like gate opens them up to more contest style options (e.g. “comment/submit to enter” style contests, cross-social media contests, etc)
  • You will still gain new fans! Removing the like gate won’t prevent you from gaining new fans from a sweepstakes – it just means you won’t see as many. However, you will also see fewer “like bounces” (where people like your page just until the contest ends, then unlike).

How will your business handle this new policy change?

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pinterest guided searchPinterest’s new search is currently only available for mobile devices; iPad, iPhone and Android. The new search feature offers descriptive guides which is category-based and delivers results on the keyword or phrase entered. Similar to how Google suggests related search topics, Pinterest’s seeks to help users discover additional interests based on use.

For example, when you start searching subjects such as BBQ, Fourth of July parties or summer vacations the guides will pull additional pins submitted by Pinners.
The following is from Pinterest, released via their announcement on April 24, 2014 regarding the new search:

To help you find the best ideas …. we’re introducing guided search. It’s made for exploring, whether you know exactly what you want, or you’re just starting to look around. There are more than 750 million boards with 30 billion Pins hand-picked by travelers, foodies, and other Pinners, so the right idea is just a few taps away.

This should have a new impact for web marketers as a way to research keywords and trending products. With Pinners having access to 48.7 million users ( as of Feb. 20, 2013 ), will the new “guided search” pave the way for discovery marketing? These changes could bode well for brands that utilize Pinterest as they will gather more data to enhance and compete with Facebook’s ad targeting capabilities. Exposing users to new Pinners offers more opportunities for brands to find new audiences thanks to guided search.

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Let Facebook make money for your business

 

To advertise or not to advertise on Facebook has been a question that small businesses have been struggling to answer.  With some recent statistics and list of benefits outlined in this article, you might be able to finally answer that question yourself.

Facebook’s preferred marketing and developer program, found that Facebook’s ad clicks, impressions and sponsored stories resulted in an increased ROI for advertisers this year, as compared to the results from 2012., according to their Q3 Social Intelligence Report.

In this report it also states that Facebook ads experienced a 29% increase in clicks from users, and a 58% increase in a ROI for businesses who participated in ad campaigns.  Why are Facebook ads ideal and beneficial to small businesses?  Listed below are a few reasons on why advertising your business on Facebook can be a lucrative and powerful tool.

 

  • Increase the number of emails for your email marketing data base by using different tactics such as giveaways, sweepstakes, newsletter sign ups and more!
  • Generate activity and social media buzz from an audience who are interested in your products and are likely buyers.
  • Promote sales, coupons and promotional campaigns.
  • Increasing brand awareness and social proof for your business page.
  • Expand your reach for leads and potential customers
  • Build a like-minded social community
  • Increased engagement from fans and customers.

 

With the ability to become specific in your targeting with location, age, gender, interests, education and marital status, you can set up your Facebook ad campaign to reach only those that fit within the demographic of your consumers. This would eliminate waste in advertising spend and only allow your message to be shown to those who are potential buyers. Also, being able to change, pause or increase budget spend makes this option a favorable one too when in comparison to print marketing.

Adobe is not the only one who is seeing the substantial growth in Facebook ads, but our clients at Triangle Direct Media are also reaping the rewards from their ad campaigns.  Some of these rewards include increased email addresses for their marketing campaigns, fan likes and engagement, increased sales and website traffic.   Whatever your social media objective may be, it’s safe to say that Facebook advertising has become a much more effective and important tool for online marketing. We would love to hear about your experience! Have you seen a return of investment from your Facebook Ads? If you are not using Ads on Facebook, then what other digital practices are you currently participating in?

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What Google Plus Can Do for Your Business

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Since its launch in the summer of 2011, there has been much uncertainty regarding the future success of Google Plus in the competitive market of social media.  However, over time we’ve learned that businesses who are active on Google’s own social media network known as Google +,  do have some advantages over businesses who have […]


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Remembering 9-11

September 11, 2013

Just a quick note to say we are remembering and marking today as the anniversary of 9-11  today. Thank you to all of our men and women in uniform helping to protect this great country.


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Beware! Buying Fake Facebook Likes is a Bad Idea

April 9, 2013

Big brands and small companies are starting to get the hint that social media is no longer an option and in order to be competitive in their industries, they must be successful in their social media networks. Underground markets for Social Media are emerging and their primary service is selling companies manufactured or “fake” likes. […]


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Create the Social Buzz on Your Page

March 19, 2013

Social media last year proved to be an internet phenomenon and continues to grow at increasing rates here in 2013. User participation soared for Facebook and Twitter when Prince William and Kate Middleton announced they would be expecting a royal baby. However, Facebook and Twitter are not just for gossip these days. When Hurricane Sandy […]


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News-Feeds Going Personal! Confirmed changes to take place on Facebook

March 8, 2013

Earlier this week there was much speculation on what Facebook had in the works for its users. Following a press event, we can confirm that the changes on the news-feed are due to start integrating in the next few weeks. Here is what we can expect to see The overall look of “News-Feeds” will be […]


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