Facebook Update Brings An End To Incentivised Page Likes
Facebook announced on Thursday a brand new change to their platform policy, that will see a lot of internet marketers scrambling to make drastic changes over the next 84 days to the way they market. By the 5th of November 2014 incentivizing people to use social plugins or to like a page by offering rewards will no longer be allowed.
Facebook has always hated anything that is imposed or fabricated, and enforcing this new policy allows them to eliminate one of their many pet hates as well as making sure facebook pages have more organic growth.
A post on one of their developers blog’s said:
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, check-in 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.
So, What Does This Mean For Your Business?
This is a welcome relief for many facebook users who are tired of being forced to like pages in order to receive incentives. This change essentially levels the playing field again for businesses. This means that businesses whom have been using “Fangates” to gain masses of likes, will have to go back to the organic way of doing things.
If you are using a “Like For Incentive” technique at the moment, now is the time to rethink this strategy to avoid any issues with your Facebook page.
That goes for if you are currently working with a marketing company or business to promote your Fanpage. Find out what they are doing if you don’t know already and make sure you aren’t caught out when the changes come into place.
What Can You Still Do?
Gaining likes will now essentially have to be a two step process, with the use of pages that capture an email address and ask people to like your Facebook page as an alternative point of contact.
For example, here at Mobelio, we run lots of competitions and giveaways for clients where the focus is on data capture (name and email address). They are always followed with a prompt for a LIKE too, as the second step to the process.
This isn’t a “forced” LIKE, it is an optional LIKE after users have performed the first step of submitting information in return for a reward, discount or competition entry.
In general, this has always been a much stronger marketing strategy. LIKES are becoming less and less important as Facebook takes away more and more organic reach, which is why collecting other data from your potential customers (names and emails), and building a list is always a much stronger marketing tactic.
LIKES then become a byproduct of your marketing strategy.
Overall this update should not been seen as a bad thing, in fact, we are all for this update. By forcing businesses to force LIKES, in the long run this update will provide a more accurate list of people who really are interested in what you have to say.