Facebook Has Banned Like-Gating, Use These Alternatives Instead

Familiar with like-gating? Sure you are. Like-gating is when you require someone to follow or like your page in exchange for something else. Typically businesses run contests and in return for the customer's like they get the chance of winning a prize or special access to exclusive content. Well, Facebook has announced that this is now against their policy,

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, checkin 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.
— Harshdeep Singh, Facebook
No More of This Will Be Allowed

No More of This Will Be Allowed

The reasoning that Facebook has provided has a ring of truth to it. You should want people to like your page because they want to, not because they were bribed into it. People who liked your page after genuinely being impressed with what you have to offer are more likely to stick around than those who were provided an incentive to like your page. In many cases people will just like a page just to get what they want and afterwards many do not engage with your page and some simply unlike the page altogether. 

However, we all know the real reasoning as to why this is now against their policy; money. They want to find more ways to motivate businesses to spend more on Facebook advertising. Have no worries, although they have decided to make this annoying change all hope is not lost. Your strategy just has to evolve to keep up with the new update.

You will have to spend some dollars

Unfortunately you will have to spend some cash in order for your posts to be seen by those who already like your page and to expose your content to more people. Without boosting your posts the vast majority of people will not see your updates in their news feed. The good news is Facebook advertising is inexpensive and great for targeting your audience. 

Form Gate Instead

Form gating is similar to like gating only it is more valuable. Form gating is when you require a visitor to sign up to your mailing list before accessing premium content, entry for a contest, or seeing a video on your Facebook page. The reason why it will be more valuable to you is because when you acquire a visitor's email address that is direct contact information. Which is more valuable than a like will ever be. Social media platforms can change at any time just like Facebook did, making it harder to reach your audience. When you have an email or a phone number for your text marketing that is solid data that will keep you in contact with your customer regardless of what happens with any social network of yours.

Require Direct Contact Info for Contest Entries

Again, having a customer's email or phone number will ensure you a greater chance of connecting with them again. Instead of asking for a like, ask them to sign up to your email or text list.