Why Eliminating the Fan-Gates is a Good Thing for Brands

August 13, 2014
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Facebook recently announced they will eliminate the fan-gating as of November 5th and will not allow brands to require users to “like” the page before gaining access to content, apps or offers, for example. This is one of the better moves Facebook has made.

You don’t want to bully likes out of people anyway.

The only people who thought paid fans were good were the poor social media managers who used like-gated promotions to meet the arbitrary growth goals set by managers who valued the quantity of likes over the quality of conversation and engagement.

Facebook has already made fans acquired this way relatively worthless anyway, given news feed algorithm changes.  They likely weren’t seeing your posts if they weren’t interested in your content.  This move empowers social media, employees and brands to help shift the conversation to the value of engaged followers, versus numbers of likes.

It forces brands to start thinking about what true engagement is all about. And puts greater emphasis on creating quality content for motivate driving fans, which means “likes” will actually mean more because fans will be people who want to engage with the brand.

This is actually a relatively minor move, given changes to custom tabs and apps over the last year or two, that merely continues Facebook’s trajectory of moving away from tabs, apps, and promotions.  It’s incredibly difficult to get views on your custom tabs without paid media in the current iteration of “Facebook Pages.”  This is where most apps and promotions lived in the past.

Yes, you need fans, but unless they’re truly engaged, you’re spending good money after bad.

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