Facebook “Like-Gating” allows brands to increase their fan-following on Facebook in the form of “LIKES” in order to view high-quality exclusive content, redeem coupons and more. As soon as the news came out in the market, we saw a lot of online marketers in panic. Let me tell you one thing- in the short term, Facebook’s dominating move can be a big blow to brands which rely on Facebook Likes to show and grow their audience.
But in the long run, this change will prove to be good as it will encourage brands to focus more on developing engaging and relevant strategies to attract more customers. In fact, it is a good sign that social media marketing is getting over of past less-productive goals like “Snatching more LIKES” and maturing into a more realistic and business-driven strategic practice. This new practice is definitely more focused on delivering fruitful value for a comparatively lower cost.
There is one more point to ponder. Ever since its inception, the concept of Like-gating has proved to be a decent way of getting Likes, sometimes more efficient than just buying Likes from Facebook itself. This could be one of the biggest reasons why Facebook came up with this strict decision of prohibiting the entire Like exchange system. Instead of paying third-party apps to get the Likes, the fastest and easiest way to get Likes and create a brand is to buy it from Facebook itself.
Focus on Social Campaigns that don’t require Likes
Social media has always been a powerful tool to reach out to your potential customer base. Facebook, being one of the most popular social networking website, provides a huge volume of people from all over the world.
In order to win more customers on Facebook, plan for user-engaging Facebook campaigns and promotions which can provide brands a significant fan growth boost. Even now also, the online marketers can create strong calls to action by which the fans can become customers.
In addition to this, removal of the fan gate drives away the barrier to entry, which enables more people to see and become a part of the experiences. The best part here is that you may lose a few likes, but you will definitely gain some other valuable information, like email IDs.
Create Content which is engaging and shareable
Always remember, your true fans never need an incentive to like your page as they are interested in what you want say. So, all you have to do is deliver high-quality and informative content that pleases your potential customer base and makes them like your page. Now that, Facebook’s reach has declined, posting something very frequently is not going to be of any use. So, it is advisable that you put quality and relevant content in front the social giant and expect them to buy whatever you are selling.
Test, test, and test some more
The only permanent thing in this world is change. So keep on changing your posting habits regularly and feed your customers what they want to have. Analyze the type of posts and the posting times which get the maximum traction and post accordingly. Explore all the varieties of Facebook posts (texts, photos, videos, links and more) and judge them on their performance. Try posting similar stuffs that have already got plenty of likes and shares.
Why to “RENT” your audience when you can “OWN” them!
Facebook Likes have always been seen as your fan following. The more Likes you have, the more popular you are. Also, Facebook likes are a great way to maintain good connections with the customers. Now that Facebook has stopped the Like gate, the online marketers need to start owning your target audience, rather than renting them. All you have to do is leverage the social networking websites like Facebook to gather emails and other marketing opt-ins. You will also have to make sure that you stay connected to your customers in the long-run.
Focus on Meaningful Results and Yes, DON’T PANIC!
What the online marketers need to understand here is that the success of their Facebook marketing strategy cannot be measured in terms of Likes. You will have to track and optimize the networking website’s contribution to the metrics which is what matters the most to your business. Learn to invest in the tools and strategies which are supposed to make a genuine impact read more Is Facebook the most Cost-Effective Marketing platform for Small Business