Facebook Allows Brand Page Promotions in Conjunction with Third-Party Apps

By Kelly Byrd Facebook announced yesterday that holding contests and promotions on Brand Pages will no longer require a third-party application. Their official blog post announcement outlined the changes to Page Terms, which enable brands to administer promotions directly on Page Timelines.

In addition to using third-party applications, businesses may now collect contest entries via messages sent to a Page, posts on a Page or likes and comments on a post. Placement on personal Timelines remains prohibited.

With these changes, Brand Administrators may:

  • Collect entries by having users post on the Page or comment/like a Page post 
  • Collect entries by having users message the Page 
  • Utilize likes as a voting mechanism 

What does this change for marketers? If your brand wants to offer a promotion based on the amount of engagement or likes that a post receives, you may without the need for a third-party app. For clarification, the following are classified as promotions on Facebook, per their guidelines:

  • Entry/registration 
  • Element of chance 
  • Giveaway or prize 

The changes also include new restrictions on the ability for Page Administrators to tag others in their posts. As the blog post outlines, to promote further accuracy “…Pages Terms now prohibit Pages from tagging or encouraging people to tag themselves in content that they are not actually depicted in.” Additional information regarding the changes to Facebook’s promotions policies may be found in their Promotion Guidelines.

Although these new guidelines may seem to devalue the use of third-party apps, there are some continued advantages of doing so, such as:

  • Fan gating promotions
  • Acquiring email addresses
  • The distribution of coupons
  • Streaming the process with scalable entries management
  • Fraud prevention
  • Winner selection

The key takeaway: You now have more options! Your preferences may vary according to campaign needs, especially with Facebook’s also-recent changes to their News Feed algorithm, but the option(s) that help maintain the best user experience and engagement and campaign/promotion measurement abilities are still the best to choose.

Are you excited about these changes for your brand/client Facebook Pages? Share your thoughts in the comments!