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Facebook Puts a Stop to Like Gating

Facebook Puts a Stop to Like Gating

As of November 5, 2014 Like-Gating, or requiring a user to like your page in order to enter a contest or claim a coupon, will no longer be an acceptable practice on Facebook. Though this will have a huge impact on small businesses that have been relying on these tools to boost their Facebook following, the announcement of this change was quite discreet. On August 7, the company simply published a post on their developer blog stating the following:

“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.”


What Does this Mean for Small Businesses?

Clearly, this will lead to the further monetization of Facebook, with businesses force to rely even more heavily on Facebook ads in order to grow their Like counts. But this is not necessarily as bad as it first appears. Here are a two huge benefits that come out of this policy change:

  • Uninflated Like Counts: When users begrudgingly like your page simply to enter a contest they’re not adding real value to your Facebook audience. In fact, with this tactic, we’ve seen huge drop-offs in like counts after the contests end. Instead, using Ads and organic growth leads to a Facebook following that has opted of their own accord, meaning they are more receptive to your messaging.
  • Conversion Tracking: By shifting your focus from contests or coupons as incentives to Facebook Ads you can directly track the impact your efforts have on traffic to your site and sales. Contests don’t offer this level of conversion tracking. Just be sure that you or your digital marketing team has added the tracking code to your website!
  • Facebook said it best in their blog on the change by stating:

    “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.”


    A Final Word

    In light of this change, we’d like to employ an age old adage: think quality over quantity. Yes, removing like-gating will slow the growth of your Facebook audience – there’s only so many likes you can build through ads – but this audience will be a captive one, rather than being full of users who simply liked to enter a contest and are too lazy to unfollow you!

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Specialties:
Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Platforms/Tools:
Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress

Analyst/Strategist

Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Specialties:
Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Platforms/Tools:
Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office