Oct 3 Posted 4 years ago
I think most of the comments here sum up why I think this article's premise is not correct, respectfully of course. Here is a very simple reason why. Most people are not going to the brand's page, they are "engaging" with the brand most of the time via the posts that they see in their feeds. How did that happen? In the beginning especially, opportunities to build fan base through like-gating when appropriate.
You then need to do what the author said and follow-up with good content. That in time will help net out what we all want, which is organic growth. But, even the best brands on Facebook will hit plateaus and will need some infusion of ad buys and fan building tactics like sweeps to get the community to the next level. Let’s just say most marketers would have a heart attack if Facebook removed like-gating all together.
Jul 31 Posted 4 years ago
I respectfully disagree with this post. As a marketer, like-gating content is a great tool to increase your fans/reach for future messaging, similar to collecting email address for CRM marketing, although asking for a 'like' is, in my mind, a very low-barrier ask from consumers. While I agree content and engagement are important, reach isn't something that should be overlooked, as the growth of your page can help you reach more consumers who'll engage with your content. They're all connected.
Also, I find it curious that the example/solution the author throws out at the end - "...why not enter all of your new followers into a monthly prize draw?" - is against Facebook's promotion guidelines and, from my experience, cannot be executed with Facebook's current api.
May 25 Posted 5 years ago
While I do agree with you to a certain extent Dimanise, I would suggest that the vast majority of brand content on Facebook is anything but "great". Most of it is designed with the sole purpose of encouraging a new 'like' - whether that be a competition with a (generally) worthless prize, or similar. I understand the importance of data capture to brands, but what is actually gained from a temporary like from a FB user? A new email address to add to your bulk mailing list, that will almost inevitably be ignored by the end user? Most FB users will go out of their way to disassociate themselves with a brand after they have entered the competition/played the game for a few minutes etc, imo.
May 24 Posted 5 years ago
I would compare Facebook Like-Gates to capturing email and other contact information by offering ebooks and whitepapers. Without these, you'd be providing great content but that doesn't mean that everybody would go out of their way to dish out their contact details. It's a way to incentivize content providers to continue to generate great articles, inforgraphics and videos. And unliking a page is similar to how many people would unsubsribe from newspaper they get signed up for after getting a whitepaper.
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