Facebook Bans Likes for Content

Facebook Bans Likes for Content
Facebook Bans Likes for Content

Recently, Facebook made some announcements and one of those announcements was that you can no longer “like gate” or require people to like your page to get something in return.

“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. It remains acceptable to incentivize people to login to your app, checkin at a place or enter a promotion on your appโ€™s Page. 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. We believe this update will benefit people and advertisers alike.”

So what does this mean to you as a marketer?

In the past, many fan page owners have placed like gates on their app's to ensure that people “like” their page before they receive their free eBook, for example.

Essentially, Facebook is trying for force fan page owners to grow their page organically OR pay to do so.

Another common technique has been to use contests apps that require people to like your page as a part of entering the content. This will no longer be allowed.

Like-gating is now banned by Facebook!

If you have like gates on your Facebook apps or are using a like option on your contests, you will have until November 5, 2014 to remove them.

What you can still do…

You can still use a like button and suggest that those who land on your app like your page, you simply cannot make it MANDATORY for them to like your page.

So what do you think? Good or bad move on Facebook's part?

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Ray Cassidy
Ray Cassidy
8 years ago

Thanks for the heads up Kim. Just when my addled old brain was about to take the plunge into gating! FB is now getting so oppressively commercial I think there’s an implosion coming!

Kim Garst
Reply to  Ray Cassidy
8 years ago

I actually think this is going to be a good thing, Sharon. It will keep people from fanning pages that they aren’t interested in just to win a contest. It should give us better fan bases ๐Ÿ™‚

shelly
shelly
Reply to  Ray Cassidy
8 years ago

I totally agree !! This is crazy ! Everyone loves the FREE contest !- if they really did not want to like a page they can just go UNLIKE it after the giveaway !!! Its not FORCING ANYONE !

Kim Garst
8 years ago

Nope on the implosion, in my opinion. There are way more people using Facebook for what it was designed to do – connect people. From a marketing standpoint, there has never been a great opportunity because the people are there. The key is to adjust our strategies and keep plugging along.

Michele
Michele
8 years ago

I view this change as purely a matriarchy type, in that it is about the relationships, and quality of them we invest in. Much like a family unit operating in a home where “Family” unites to set the table for supper. There is no contest to sit at the table for dinner!

Kim Garst
Reply to  Michele
8 years ago

Great analogy, Michele!

Hugh Briss
Hugh Briss
8 years ago

All of the contest apps will continue to function as before you just won’t be able to fangate the page and require a link to enter the contest.

Kim Garst
Reply to  Hugh Briss
8 years ago

Correct.

Julia
Julia
8 years ago

Thanks, Kim, for making this easy to understand and I also appreciate your comment re: this not really causing an “implosion.” Will be following you from now on to keep up to date. I’m a food blogger and dietitian and have no time to also become a social media expert!

Kim Garst
Reply to  Julia
8 years ago

Thanks for dropping in Julia!

Rashida Tayabali
Rashida Tayabali
8 years ago

Thanks for this post Kim. I think this move by FB was long time coming to weed out those who are interested in a business opposed to those to like it to win something. I’d rather have a few quality leads than 100s of people who like my page to win something.

Kim Garst
Reply to  Rashida Tayabali
8 years ago

I would prefer quality over quantity as well, Rashida!

Malcolm
Malcolm
8 years ago

Thanks Kim. Always appreciate that you’re on top of the latest changes and let us know how they may or may not affect us as marketers. ๐Ÿ™‚

Kim Garst
Reply to  Malcolm
8 years ago

It’s what I do, Malcolm ๐Ÿ™‚

Sarah
Sarah
8 years ago

Google plus is already this way for rafflecopter. It was just a matter of time before facebook banned it as well. Thanks for the article Kim!

Kim Garst
Reply to  Sarah
8 years ago

It’s just a part of the evolution of social media, in my opinion ๐Ÿ™‚

Kim Garst
8 years ago

The one constant in social media? CHANGE. It’s not going to stay the same. As marketers, we simply have to adjust and adapt ๐Ÿ™‚

Kim Garst
8 years ago

Susan, you can still encourage people to like your page but you cannot make it a requirement.

Kim Garst
8 years ago

There is a link in the article, Kerry.

Kim Garst
8 years ago

Yes, you can still suggest that they like your page but you cannot make it mandatory.

Kim Garst
8 years ago

Carolyn, if you haven’t been using apps to grow your fan base, this won’t impact you at all.

Kim Garst
8 years ago

I disagree, Vernest. I think there is a huge marketplace on Facebook and as marketers and small business owners, we have the cheapest marketing tool STILL available to us. In comparison to traditional marketing costs, Facebook is a small fraction to reach the same numbers…EXCEPT with Facebook we can actually target instead of using the shotgun approach. Yes, we do have to get smarter but it’s totally doable!

Kim Garst
8 years ago

As marketers, we just have to flex and get smarter with our strategies. ๐Ÿ™‚

Kim Garst
8 years ago

I think all platforms are good for bloggers. In fact, Twitter is my #1 traffic source to my blog. It’s all in the strategies you use on each platform that drives traffic…it’s not the platform itself.

Kim Garst
8 years ago

I think it’s a positive thing as well, Tim.

Kim Garst
8 years ago

That is correct, Laura. You can no longer require that people like your page to enter the contest.

Kim Garst
8 years ago

I agree with you! It is going to weed out a lot of people and make room for those who seriously want to grow their businesses.

Kim Garst
8 years ago

Sooo important to move fans to your list as soon as you can. AGREE!

Kim Garst
8 years ago

Actually, I think it’s a way to help business owners get better quality fans. I actually think it’s going to be a positive thing.

Kim Garst
8 years ago

That genie is already out of the box, Hilary. Not going back in ๐Ÿ™‚

Kim Garst
8 years ago

I agree, Andrew!

Kim Garst
8 years ago

You just can’t REQUIRE them to like your page to participate in your contest via a like gate on an app page.

Modi Kwanza
Modi Kwanza
Reply to  Kim Garst
8 years ago

Thanks for the confirmation. Have a great weekend.

Kim Garst
8 years ago

Yep! You said it!

Kim Garst
8 years ago

But if those people are liking your page just to win the prize, are they really your ideal customer?

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