The Facebook Like Gate ends November 5. Find out what this means for your Facebook Page Strategy, and how you can adapt…
Hi, my name’s Alex Cleanthous, chief strategist at Web Profits, and today, I’ll be talking about the end of the Facebook ‘Like’ Gate.
Now for those of you who don’t know me, I have a stutter and it comes out when I get excited… and this stuff is exciting. So let’s get into it.
A Facebook Like Gate is a section on a Facebook Business Page that gives access to content or a competition in exchange for ‘liking’ the page. Like gates have been used for many years to help increase the number of Facebook Fans a business has by launching a competition and requiring somebody to be a fan of the page before they can enter the competition. Or producing some content and requiring somebody to be a fan of the page before they can see the content.
Well, on November 5, 2014, Like Gating will no longer be available on Facebook.
So what does this mean for marketers?
It basically means that you can’t incentive people to become a fan of your Facebook Page. That’s all.
I personally don’t think that this is a bad thing at all.
Because you can still use Facebook Ads to build fans.
Let me explain…
We used Like Gating a few years ago with some good success. But over time, we found that we didn’t actually need a Like Gate to build fans at a lower cost-per-fan.
By creating a solid content strategy for the Facebook Page, promoting the benefits in Facebook ‘Like’ ads, and then targeting those ads to people who would be interested in receiving that content, we were able to build fans faster, and a lower cost-per-fan than driving them to a Like Gate.
The big shift that happened was the growth of Facebook’s mobile usage, and their innovations in the ad types available to build fans.
By simply using the Facebook Ad platform effectively, and promoting the Page’s content strategy, you can build fans faster and cheaper than using a Like Gate.
The other recommendation I have is that if you’re thinking about using Facebook as a marketing channel for your business, make sure that everything you do is mobile friendly because the majority of Facebook traffic will be on mobile, and nothing will decimate your results faster than sending mobile traffic to a desktop site.
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I hope you enjoyed this episode of Web Profits TV and I look forward to speaking with you in the next video.