SocialSocial MediaFacebook Puts Ban on “Like-Gating”

Facebook Puts Ban on "Like-Gating"

With brands no longer able to instruct users to like pages as a way to unlock content or enter contests, industry experts say they will have to engage consumers in more authentic ways.

Yesterday was the last day marketers could trade Facebook likes for content or contest entries.

Facebook has ended the practice known as “like-gating” to make sure people “like pages because they want to connect and hear from the businesses, not because of artificial incentives,” Harshdeep Singh, a software engineer at Facebook, wrote in an August blog post. As of today, content previously hidden to those who haven’t liked a specific page is now visible to everyone.

“[Likes] once represented organically addressable audiences and brands did everything they could to capture them,” says Marko Muellner, digital vice president and group director at Edelman. “That’s all ancient history. As most brands have seen their organic reach fall below 5 percent a post, and the reality that the quality of that audience is suspect, they’ve been forced to completely rethink the importance of likes in their Facebook marketing strategy.”

For Jasmine Sandler, founder and chief executive (CEO) of Agent-cy, the end of like-gating puts the onus on brands to engage consumers in a less superficial way.

“Agencies will need to think in a way that is organic to drive engagement,” she says. “This is about being real to your audience.

“Social media is meant for real relationship development,” Sandler continues. “It is analogous to the over-sale at retail not working, whereas educating the consumer, even providing free trials or test drives, has a much higher percentage of making the cut.”

Muellner agrees that working to earn likes naturally, by publishing great content and amplifying the posts that generate traction, is the way to go.

“Even if you can aggregate a significant amount of quality likes, you’ll need to pay to reach them. Save yourself time and pay to reach them from the beginning,” Muellner says. “The end of like-gate isn’t surprising, nor should marketers be upset. Facebook is the world’s most targeted mobile advertising platform first, and a great place to gain earned lift second.”

Related Articles

How can I tell if my social media strategy is generating results?

Social Media How can I tell if my social media strategy is generating results?

4d Tereza Litsa
Seeing the trees for the forest with paid social

Social & Community Seeing the trees for the forest with paid social

2m Mike O'Brien
QQ: The biggest digital platform you've never heard of

Asia QQ: The biggest digital platform you've never heard of

2m Carrie Law
A guide to five Facebook ad types that will reach your marketing objectives

Display Advertising A guide to five Facebook ad types that will reach your marketing objectives

3m Tereza Litsa
What is rapid-response marketing and how should brands use it?

Campaigns What is rapid-response marketing and how should brands use it?

5m Al Roberts
Which social media networking sites should brands keep an eye on?

Social Which social media networking sites should brands keep an eye on?

5m Tereza Litsa
How to use Facebook Insights to track the success of your social strategy

Analytics How to use Facebook Insights to track the success of your social strategy

5m Tereza Litsa
Facebook goes after clickbait headlines - five tips to maintain reach

Content Marketing Facebook goes after clickbait headlines - five tips to maintain reach

6m Tereza Litsa