A technique called "like-gating" is becoming more and more widely used as a way to generate new Facebook fans -- and not without some critics. The idea is that you offer exclusive content to those who 'like' your business' Facebook page, but only if they like the page. The problem? How are your prospects supposed to know if they want to like the page if they don't know what the content is like?
Our take? Like-gating offers an incentive to prospective "fans," and it is an effective way to increase your reach on Facebook. But the most important thing to remember is that you must continue to offer valuable content and conversations to establish an ongoing relationship long after the 'Like.'
To help you create a custom tab for your Facebook page with a like-gating experience, HubSpot offers a Welcome tab application for customers. There are many other Facebook applications, both free and paid, that can help you create like-gates and other tabs for your business page.
Here is some inspiration from other Facebook pages to show you how like-gating can facilitate your page's growth and help you generate more leads from Facebook. Below are 5 like-gating experiences to learn from.
1. All Facebook
All Facebook, the pre-eminent source for Facebook updates, offers a free ebook to new Facebook fans after they like the page. This type of exclusive content offer is a great option for B2B companies.
Before the Like:
After the Like:
2. Sephora
The international beauty company uses its like-gating to reveal sale items and limited-time offers to new Facebook community members.
Before the Like:
After the Like:
3. Jenny Craig
Jenny Craig has a special offer behind its "like-gate." New Facebook fans snag a deal for 3 free days of nutritious food with free shipping.
Before the Like:
After the Like:
4. American Eagle
American Eagle is running a contest to generate Facebook fans. Every day from October 19-25th, it's giving away a fragrance to two winners (a man and a woman).
Before the Like:
After the Like:
After fans 'like' American Eagle's page, these new fans see a form where they must fill out a contact form. Bonus: American Eagle generates leads through the contest with an opt-in to their other email announcements.
Note: If you run a contest as part of your "like-gating" strategy, be sure that it adheres to Facebook's contest guidelines.
5. Skinny Girl Cocktails
Skinny Girl Cocktails, the brainchild of celebrity natural food chef Bethenny Frankel of "The Real Housewives of N.Y.C," is another example of using a contest for your "like-gate." Rather than a coupon or giveaway, the prize is a chance to meet Bethenny in person.
Before the Like:
After the Like:
Tip: If you're running a sweepstakes like this, be sure to make this the default landing tab for your Facebook page. Simply do this by clicking "Edit page" in the top right-hand corner of your Facebook page and selecting the appropriate tab.
What to Offer Fans
You don't have to be a global fashion brand to have an exclusive offer for your new fans. Here are just a few examples:
- "First glimpse" access to content: ebooks, webinars, podcasts, company news, Facebook fan-only newsletter
- "Exclusive access" to register for events, conferences, etc.
- Coupon codes (discounts, free shipping)
- Giveaways (this can even be small, like t-shirts)
Will you try a "like-gate" on your business' Facebook page? Let us know in the comments!
Image Credit: owenwbrown
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Tracy Terry 2:31 PM on October 20, 2011
I also offer a free Facebook Guide for Business after a like on my fan page. However, I have had this option up for a long time and have not seen the results from it, nor any of my conversion forms on Facebook. As much as I preach them because you want people to convert on your page and you need that option to be there when the time happens, I struggle with the effectiveness. I have many conversion forms and offers on my fan page. I have yet to see good results from Facebook for them. I mostly see the conversions from my website and blog. I would be interested in stats from other fan pages as to downloads and conversion rates on Facebook.
Morten Myrstad 3:20 AM on October 21, 2011
Thanks for some really good and different examples! But can some of these tactics to recruit Likes, be in conflict with the guidelines of Facebook?
seo charlotte 4:32 AM on October 21, 2011
dude.....
before reading this blog i am thinking that i'm a huge fan of Facebook and it API's.
but did a very-2 good job on the this blog.....
Like tag is really too good and useful. Sometime when you don't have word to express your feeling, at that time it really help to way out your thoughts.
William 10:10 AM on October 21, 2011
Curious about something. According to FB guidelines, AE would be in violation for stating that by Liking their FB page you have a chance to win a prize.
3 + 4 on the guidelines state: You must not use Facebook features or functionality as a promotion’s registration or entry mechanism. For example, the act of liking a Page or checking in to a Place cannot automatically register or enter a promotion participant.
You must not condition registration or entry upon the user taking any action using any Facebook features or functionality other than liking a Page, checking in to a Place, or connecting to your app.
NOW, I may have read #4 wrong, and it actually says you CAN use the Like button as a way to enter a promo. I assume you're not allowed to say "like us to win a prize"....
Janet Aronica 10:25 AM on October 21, 2011
@William - You have to fill out that form in order to be entered into the contest for American Eagle. The act of "liking" the Facebook page alone will not enter you. I think that's the clincher... you need to have some other step or mechanism in your contest for entry that's not just exclusive to a Facebook feature such as a "like", comment or share... make sense?
Daniel Patricio 10:27 AM on October 21, 2011
@William you can't require liking as entry into a contest BUT you can only give access to the entry form to people that have liked your Page.
Facebook only allows you to run contests using applications. It is really to protect users and prevent newsfeed spam.
If you are looking to run a promotion there are tons of apps that can get you started. My shameless plug would be our own app http://PinpointSocial.com. It might not be as custom as all the ones you have featured but it definitely bundles in all you need to start driving conversions.
William 10:32 AM on October 21, 2011
@Dan & @Janet. Ok I wanted to make sure. I was confused if the second page was just a subscribe form or something. I have the like-gate set up on my page, but made sure to word it much different because I was under the impression saying "like us and be entered to win XYX" was against policy.
Only reason I was confused is on the images, it doesn't say "fill this out for your chance to win fragrence." Wasn't sure what the 2nd page was used for.
Thanks though!
Steve Chipman 9:01 PM on October 23, 2011
As a 'Like-Gating' experiment, I tried the following. We have several blog posts that reference custom Salesforce code we've written and what the code does. The call to action in the blog posts is to Like our Facebook Page in order to get free access to the code. Visitors seem to follow the call to action.
Stephen 4:19 PM on October 25, 2011
These are great ways to drive people to your page. One thing to remember is that Facebook is only part of your online presencesocial media should be engaged in some way.