By now, you’ve surely heard about Facebook’s like gate ban that will go into effect on Nov. 5.
If you somehow missed it, here’s a quick rundown.
In August, Facebook announced that they would no longer allow businesses pages to like-gate or fan-gate their content. In essence this means businesses can longer withhold information or materials from their fans in exchange for “liking” their page. This announcement affected custom Facebook page apps, which are also known as tabs, or as we like to call them, campaigns.
Well, the November 5 deadline is quickly approaching so now’s the time to make sure your Facebook efforts won’t be negatively affected by this change.
As the rules around Facebook contests change regularly, marketers need to make sure they’re playing within Facebook’s rules.
But how can you be sure that you’ve done all that you can to be legal, yet still create a hit Facebook contest?
ShortStack, which specializes in Facebook contest apps, created an infographic detailing 18 steps to Facebook contest success.
Recently, Facebook announced that they will eliminate like gating for Facebook pages on Nov. 5.
Fan gating (or like gating) allows brands to require consumers to become Facebook fans in order to view exclusive content, redeem coupons or enter sweepstakes. In the short term, the move might be a blow to brands that rely on fan gating to grow their audience. But ultimately, the change will encourage brands to focus on strategically growing an engaged, relevant audience. It is a sign that social marketing is evolving past goals like “getting more likes,” and maturing into a practice that is focused on delivering real business value for an unusually low cost.
This is a good thing, we promise.
When you like a Facebook page, Facebook wants to make sure you really like that page. The company announced recently that it will end the process known as the like gate, where users would have to like a page to enter a contest or receive more points in a game.
Facebook detailed this change in a developers blog post:
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 app’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.
Developers and page admins who use the like gate tactic must come into compliance by Nov. 5.
You’ve probably seen this on your Facebook News Feed: posts prompting you and your friends to share a post to win a prize. Maybe you’ve seen friends tagged in a brand’s image, hopeful that they’ll be the lucky winner.
Both of those are breaking Facebook contest laws.
So what is legal? ShortStack put together a straight-forward infographic showing what pages and brands can and can’t do when they want to run a Facebook contest.
Contests can be great for Facebook pages, but they can also really hurt. When brands use the like button as the barrier of entry and give away something unrelated to their business, like an iPad, they only receive fans who don’t care about the company, are only interested in the prize, and will likely un-like the page soon after.
A recent study by 140 Proof and IPG Media Lab shows that 61 percent of people surveyed have un-liked or un-followed a brand on a social channel. The main reasons, according to Matt Rosenberg, Senior Vice President of Marketing at 140 Proof? The brand’s posts aren’t relevant to the user, especially after a contest for a random prize.
So how can brands on Facebook run contests and promotions but keep their fans engaged? Rosenberg told Inside Facebook that it requires some creative thinking and the ability to create a relationship with fans not based on a prize.
One of the best way to gain new fans and find out who your biggest brand advocates are is through a Facebook contest.
However, contests aren’t for everyone.
How can you determine that your fanbase is ripe for a contest — and then how can you pull it off right? Shortstack created an infographic to guide Facebook marketers and page admins through this process.
Click below to see the infographic.
If you’re reading this you’re likely interested in how to get a 30 percent conversion rate on your Facebook contest.
On January 17, Heyo customer and CEO of Out and About Marketing, Milena Regos, launched a Facebook contest for her client, Squaw Valley Ski Resort. Squaw Valley wanted the contest to drive additional likes for the page in addition to capturing fan emails.
Over the first 11 days, the campaign has converted at over 30 percent and helped drive 6,975 new likes. This means for every 100 people that view the campaign, 30 are entering their email.
KRDS, a Facebook Preferred Marketing Developer, announced recently the worldwide rollout of PromoFactory — a timeline promotion and contest tool. The company made public that it was developing PromoFactory in September, but now it is ready and available for all Facebook page admins and marketers.
Halloween is the official kick-off of to the holiday season and this year Nearly 158 million people will participate in Halloween activities in the U.S. alone, according to the National Retail Federation.
And they’ll spend an estimated $6.9 billion: The average celebrate will spend $75.03 on decor, costumes, candy and fun this Halloween. If you’re thinking about Facebook contests and promotions that you can use to boost engagement and grow your fanbase, we’ve got a few right ideas right here!