Facebook Bans Like-Gates. What It Means For Business Owners?
Facebook truly knows how to make things challenging for marketers. Whenever somethings becomes easy enough that everyone can do it, Facebook launches a new change or algorithm that makes promoting business very difficult for business owners. It’s a known fact that almost all the business owners – whether small or large – use Facebook for their promotion. They use all ways necessary to drive traffic to their Facebook page. They are willing to pay for advertisement but more often than not, they want to do something that doesn’t skin their pockets.
What do they do? When they hold contests on their website or when someone subscribes to their webpage, they ask them to like their page using Like-gates in order to do that particular thing. Even blogs who host a giveaway or something similar, they base the entries on liking their Facebook page or other social media platforms. It really became a trend and it effectively drove traffic to their Facebook page without costing them anything.
But on the negative side, when that contest or giveaway was over, many contest subscribers unliked their page. They managed to increase their likes but not quality members. Which is the opposite of what Facebook is trying to achieve. Facebook wants to create valuable interaction between marketers and consumers.
So, like always, Facebook made things interesting and challenging for the business/website owners. Now, Facebook has announced that Like-Gates will be banned as of November 5th, 2014. In an update to its platform policy, Facebook explained:
“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.”
This will effectively kill all the Like-Gating that goes on around the World Wide Web. Any active Like-Gates will be disabled and any apps created between now and then will not be able to add Like-Gates.
Why Facebook Did It?
The reason for banning Like-Gates was explained by Facebook as:
“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.”
What This Means For Business Owners?
Business owners will still be able to ask people to ask people to like their page but they can’t use this as a condition in order to gain access to certain content on their website or contest.
For better or worse, this change will be an effective move on Facebook’s part and it will help Facebook users as well because let’s face it: People who like your page in the hopes of getting an ipad or iphone are Apple fans. They certainly don’t care about your… whatever. That is the reason right there.
And that’s why it is important that business owners get likes from only those people who are interested in that particular business or brand. It will also help marketers truly analyze their statistics and how they are holding up in their field.