An End to Likes that Don’t Matter on your Facebook Business Page
Giving away free stuff is probably the best way to get more people to LIKE your business page. I love taking part in contests and will “like” a page to do it at least once a month. I help many of our clients with Facebook Contests in order to build likes on their business page, making sure they do understand that having more “likes” DOES NOT translate to sales or engagement. With that said, we can now say “goodbye” to using contests to secure more “likes” because Facebook is eliminating LIKE-GATING/FAN-GATING.
The End of Like-Gating
Like-gating was that annoying little part of the contest that forced people to like the business page in order to take part in the contest. I used it for all clients for contests with the caveat that some people wouldn’t take part because they refuse to click a button that asks them for permissions to access information on their Facebook account. In recent months, I have seen like-gating destroy contests. Plus, after a contest is over, many of the new fans would leave the page after not winning.
Content Remains Central
Why do this? Facebook wants business page admins to actually offer content that fans of the page want to see…not just have thousands of fans because you give away free stuff. When you remove Like-gating, it forces social media marketers to actually use their marketing brains and create messages and content that matter. Remember, as well, that even after you get a lot of fans from a contest, unless they interact with the posts on the page, they won’t see your messages anyway. So, you have thousands of fans but only 2% seeing the messages organically because the content isn’t working. This is the challenge I love and so do all our content creators here at Midwest Digital Marketing. It’s great to get lots of fans…it’s more important for us when they engage with the content we create and curate.
Contests are Still Important
I still believe in contests for Facebook Pages. I will still tell clients that they can help build a base of fans with contests. But, the “likes” on the page after the contest will actually be people who truly want to interact with the brand. They didn’t have to “Like” but they did. Now…let’s offer them something so they will remember your brand and turn to you when they need your products or services!