5 Examples of 'Like-Gating' to Generate Facebook Fans

by Janet Aronica

Date

October 20, 2011 at 1:00 PM

facebook thumbs upA 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:

All Facebook

After the Like:

All Facebook 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:

Sephora Before the Like

After the Like:

Sephora 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:

Jenny Craig Before the Like

After the Like:

Jenny Craig 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:

American Eagle Before the Like

After the Like:

American Eagle Like Form

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:

Skinny Girl Cocktail

After the Like:

Skinny Girl Cocktail 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.

default landing 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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