Like Gating is Dead, But Facebook Marketing Isn’t

Back in August, Facebook gave developers 90 days to update their apps to comply with its new policy changes.

Starting today, Facebook like gating (aka fan gating) is no longer offered through third-party apps. In lighter terms, you can no longer require people to like your Facebook page in order to enter a contest or any other campaign you’re running on the page.

According to Facebook’s policy change, “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.”

So what does this mean for all of us managing business pages on Facebook? Don’t worry community managers, your lives are not over!

There are other ways to increase your Facebook engagement and show value without forcing a like. After all, a like is not the only metric that counts.

Facebook campaigns and promotions still exist. Just because you can’t require someone to like your page when entering a contest, doesn’t mean your engagement with your fans will go away. With Facebook’s new policy, you can grow your fan base with more relevant fans and don’t have to worry about non-loyal fans who are just interested in free stuff. Running campaigns through third party applications will still result in a significant growth in fans.

Ask for likes. Although this probably isn’t the best tool in the toolbox, you can still encourage fans to like your page. When running a promotion through a third party application, your graphics or content can say, “Like this page for updates, information and future promotions.” This is a softer ask and doesn’t go against Facebook’s guidelines.

Facebook advertising provides the boost you need. This is the new norm. At Identity, we build in paid media components to virtually every Facebook page we manage. Facebook is becoming more of a paid media channel for brands. Facebook continues to improve on its targeting methods and offer new and creative ways to reach broad or niche audiences. If you’re truly burned by like gating, consider reinvesting those dollars into paid buys on Facebook.

It’s time to focus on meaningful results. Facebook is not on an island. There is a way to connect your Facebook efforts to your overall marketing strategy. Whether it’s referral hits or e-newsletter signups, Facebook can be a place that moves real fans closer to your end goal.

What are you doing now that like gating is dead? What tips or tricks would you share with other marketers?