Facebook has revealed they are banning like-gating. Getting people to like a Facebook Page by offering something in return has been a common tactic for businesses wanting to increase their following. However, the platform has announced that from the week beginning November 5th 2014 this will no longer be allowed. If you use apps like Offerpop or Short Stack and you are using like-gating (also known as “fan-gating”), this feature can no longer be used.
Why did Facebook do it?
In statement from Facebook, they said:
“You must not incentivise people to use social plugins or to like a 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.”
It was only a matter of time before this rule was put in place. For a while now Facebook have been slowly carrying out changes that have restricted what business pages are able to do.
If you think about it, Facebook are either just trying to clean up the mess that they started in the first place by allowing this tactic, or they’re pushing people to use methods that they can monetise like paid targeted advertising. Either way, like-gating is no more and we are all going to have to rethink our Facebook strategies.
You can pay for targeted advertising, which will undoubtedly increase the number of page likes… but not everyone has the budget for that. If increasing fans numbers is one of your social goals, it is time to get more creative.
Ask yourself: why should someone like your page? Once you have your reasons, base your strategy around them, ensuring what you post always carries those messages.