Today, November 5th, you’re no longer allowed to use a fan-gate for your facebook page. If you don’t know what a fan-gate or like-gate is when you:
- Like a Facebook Page to enter a contest
- Provide coupons or promo codes once someone likes your Facebook Page
- Like a Facebook Page in order to watch a video or consume other content like a download of a PDF/eBook
In other words, you’re giving your visitors something and in exchange they give your Facebook Page a like.
So why are Facebook removing fan-gates and how will you continue to get likes?
We’ll let’s see what Facebook is saying as to why they are no longer approving fan-gates.
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.
I guess this is a fair point. Also, when you think about it then how many are using fan-gates today? In my opinion they have been slowly dying. If you go 3-5 years back everyone was doing it, but I guess we’ve gotten a lot smarter as marketers. If you’re still using fan-gates, then no need to panic. I’ve collected the 6 best alternatives and you can download them if you like this post on facebook 😉
Naahh…because I like you, you’ll get them for free, so here we go:
#1 Facebook Social Plugins
Just because fan-gates are no longer an option, it doesn’t mean you cannot collect page likes on your website. An alternative could be the Facebook Like Box. Instead of forcing people to like your Facebook Page, they can do so after reading an article or blog post you wrote.
#2 Grow fan base with Facebook ads
It is a fact that the majority of time that users spent on Facebook is on the news feed. Facebooks ads are an affordable way for a business of all sizes to achieve a variety of goals. When running Facebook ads you can select Facebook Page likes as your objective. It will also allow you to target people with a specific interest, which will allow you to target people who have a higher probability to like your page, instead of just bringing in people to like your page just to enter a contest.
#3 Focus on data collection
The real value in Facebook is not getting likes, but lies in the collection of social data. Using Facebook Connect you collect interest data and it in your affinity database. This will give you a better understanding of your fans, their demographics and interests. Combine this insight and analyze alongside other data sets from CRMs or ESPs will allow you to use this data to inform other parts of your marketing strategy.
#4 Facebook landing page tabs
Create a landing page tab and include the Facebook Social Plugin mentioned above. This will allow you to share your Facebook landing page tab URL with people and will increase your chances of getting a new page like in the process – while sharing your amazing looking landing page.
#5 Replace fan-gating with ‘Action-gating’
Instead of focusing on likes you can require Facebook users to fill out a form before they access a ressource, enter a contest, listen to free audio track. Action-gating is similar to fan/like-gating, except you’ll be able to capture data from Facebook users, which then later can be used to create in-depth profile of your leads for your social CRM campaign.
#6 ASK people to like your page
You’re still allowed to encourage people to like your page, you just can’t require them to like it in order to enter contest or similar. This practice will ensure that people who like your Page are doing so because they want to interact with your brand. I would expect that with this change from Facebook, many business will start seeing an increase in engagement once the fan base they are building are full of true fans of the brand.
What are you planning to do instead of fan-gating on your Facebook Page?