A few days ago, Facebook announced some platform policy changes and one of those could affect your social media marketing strategy. Businesses will no longer be able to use like-gating to incentivise people to “like” their Pages.
What is Like-Gating?
According to Facebook, like-gating is the practice of requiring a user to “like” a Page before he can see some content or view specific tabs or applications. In other words, it’s the tactic of forcing people to “like” a Page before they can see exclusive content.
Businesses used like-gating as a way to build their Facebook following and increase their reach so that when they post content more and more people would see it.
What’s so bad about Like-Gating?
Facebook has explained that it is banning the tactic because it leads to inflated numbers of “likes.” The company said: “To ensure quality connections and help businesses reach the people who matter to them, we want people to like Pages because they want to connect and hear from the business, not because of artificial incentives.”
In the end, this will be good for your business because it means that the people who “like” your Page are more likely to do so because they have a genuine interest in your business. These are the people you want to target because they probably fall into one of your target markets and it will be easier to convert them from Facebook fans to customers.
Can I still Incentivise People for “Likes?”
This new ban doesn’t exclude all incentives. Your business can still require people to “like” your Page before they enter a promotion, login to your app or checkin at a place. So, even with the ban, you can still encourage people to “like” your Page if you are offering them some value other than exclusive content.
What should my Business do?
Always follow the site’s rules and guidelines when you use social media. If you are currently using like-gating tactics to encourage people to “like” your Page before they can see exclusive content or access some tabs on your site, you will have to find other ways to build a following.
However, you can still ask people to “like” your Page before they enter a promotion, login to an app or checkin at a place on your Facebook Page.
In short, this policy change means businesses will have to start working harder and smarter to get more “likes” for their Pages. The best way to do this is to offer quality content and make your account one that people in your market will want to follow so they don’t miss out on the latest news, tips and information from your business.
As you do this, you will find that your Facebook audience will become more valuable. The people who will “like” your Page will be those who are genuinely interested in connecting with your business and who are more likely to be the people you are trying to reach with your Facebook marketing strategy.