3 Reasons Why Getting Rid of "Like-Gating" is a Good Thing

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By Dylan O'Shea As you may have heard by now, Facebook has announced that it is no longer allowing “like-gating” to be used.  The “like-gate” is a frequently-used method which requires users to "like" a page before being able to enter a competition, use a particular app, or view content within that page.  This method was deployed in an effort to drive up the number of "likes" for a respective Facebook page which has long been one of the key performance indicators of a brands Facebook presence.

Facebook released the following statement following the decision to outlaw the “like-gate/"

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.”

In this blog post I am going to list three reasons why I agree with the decision to remove this feature and why businesses should not be upset about it.

  1. "Likes" that are acquired simply because of the possible incentive offered prove to come from some of the least engaged fans of a page. Often once the competition has ended the user "unlikes" the page anyway.
  2. Getting rid of people who only "liked" your page for such a contest will allow you to better reward and connect with consumers who are actually interested in the service or product you provide.  Now you can actually feel good about running a contest and seeing that you received “X” amount of "likes."
  3. This move will put a larger emphasis on better knowing your own audience and delivering quality content in order to drive these "likes."

While I am sure that many brands may be upset to hear this news, I believe that it improves the overall experience for their potential customers. It will ultimately help shift brands' thinking away from simply driving "likes" and toward delivering the most relevant and valuable experience for their audiences.

Share your thoughts below!