Marketers Must Adapt As “Like-Gating” Comes To An End

By Alicia Fiorletta, Senior Editor

Ever since marketers started looking at Facebook as a valuable engagement channel, they have focused on winning “likes." 

Over the years, that little thumbs up sign has become the most coveted in the social media marketing universe, and has been seen as a key metric for determining the success of social media strategies. 

So marketers did what they thought was reasonable: Bribe potential followers into "liking” them with the promise of a discount or offer. Called “like-gate” or “like-bait,” this particular strategy also can include an incentive such as being included in a prize drawing. 

But now, Facebook is putting the brakes on some tactics that have become known and love by marketers – especially those in the retail industry. Why? Because the company wants to improve the quality of likes and brand-to-customer relationships. 

What does this mean for marketers?

“They’re going to have to adapt their strategies a bit but for the most part we think it’s going to force them to lean on the best practices they should’ve been leaning on anyway,” said Tim McMullen, CEO of redpepper. “Now you have to be more dynamic in how you engage consumers.”

As McMullen noted, social media best practices typically include engaging one-to-one with consumers, sharing relevant content and offering access to exclusive information on an ongoing basis. And if a retailer wants to craft a social media contest or campaign, the contest needs to be a minor piece of the puzzle, and marketers need to engage with followers to determine who is genuinely interested in the brand. 

“Think of your entire social network as a key asset," McMullen said. "Think of Facebook as its own database. There has been a big paradigm shift from getting as many ‘likes’ and followers as possible, to keeping the database clean. And that means asking: How do we create a strong and engaged database?" 

For example, redpepper worked with Kirkland on a series of Facebook promotions. Although the retailer found extensive growth in its fan base using promotions, the company continued to activate that existing data base to build a group of loyal followers. 

"It’s becoming more about the quality of people on your Facebook and how you can use them to speak on your behalf to friends or family," McMullen noted. 

The death of "like-gating” will force retailers to be more relevant. McMullen offered a few tips and best practices to help retailers get started: 

• Use “action-gating”: Embrace other communication touch points to initiate contact, then ask for the “like” down the road. For example, once a shopper shares feedback via email or a micro site, ask them to stay in touch on Facebook. 
• Embrace content: Having a strong content strategy empowers marketers to stay connected with consumers across all channels. If retailers provide valuable resources on Facebook, consumers will have a reason and strong incentive to “like” them and stay engaged. 
• Consider paid advertising: Facebook has unveiled a lot of paid advertising opportunities, and is even testing a “Buy Now” button. If Facebook is a strong community for your brand, consider this as a strong investment to put your brand front and center on consumers’ timelines. 
• Embrace your ambassadors: Charge these consumers with sharing information about your brand. Incentivize them to share relevant content with friends and family. 

What will your organization do with “like-gate” coming to an end? Will it impact your social strategies? Share your thoughts in the comments section below!