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3 ways to use Facebook Fan-Gate to increase page likes

adam   •   November 02, 2012   •   9 Comments
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Ever since Facebook had a redesign, many marketers have voiced their opinions about how ineffective ‘fan-gating’ or ‘like-gating’ will be as they aren’t able to set them as the default landing page anymore. That is true; however the thought of it not being effective is far from being true.

What is a fan gate?

A fan gate or a ‘like gate’ allows your page to display different contents to those who are not fans and to those who are fans. Imagine a house with a gate that stops someone from getting into your house. If you are not a part of the household, all you see is the gate. If you are a part of the household, then you’d get to be in the house.

A fan gate offers exclusive content to those who have ‘liked’ your Facebook page, those who have not will see a tab asking users to like the page in order to see what’s behind it.

How to use fan gate? 

Although Facebook stops you from setting it as a default landing page, page owners can still direct traffic from Facebook ads to their fan gates.

While fan gates may never be as effective as it used to be, it could still prove to be a powerful (and underused) tool when paired with:

1. Facebook Contest 

We all know that a Facebook competition is an effective way to grow fans. Facebook contests attract audience for several reasons and page owners need to learn to take advantage of this by installing a fan gate. This will push fans to “Like” your page before they can participate in a contest.

Let’s take a look at an example of a Facebook contest with a fan gate created by Good Food & Wine Show using Binkd.

If you’re not a fan of the page, you’d see the fan gate:

After the page is liked:

Uploading a fan gate is easy with Binkd. While you’re in the process of creating a contest, TICK “Require Facebook Like To Enter” and upload an image to use as your fan gate. 

  DONE! Now users will need to ‘Like’ your page before they can participate in your contest.

The trick here is to maximize the potential of people’s attraction and curiosity from your contest and turning it into Likes.

2. Exclusive Offers

Another great way to use your like gate is by pairing it with exclusive offers and promotions. This can be used to boost your engagement with non-fans as it attracts users who want to claim the offer. Because all they need to do to qualify for the offer is to click the like button, most users would not even think twice before liking your page.

Here is an example by Paint the Moon:

Before page is liked:

After page is liked:

 

3. Exclusive Content

When it comes to social media management, content is still king. What better way to tempt your audience than to giveaway exclusive content? It can be any content such as:

  • Ebooks / Kindle
  • Video
  • Mp3
  • or any other items that can easily downloaded

Here is an example by Paint the moon again who is giving away a handy cheat sheet to crop images:

Before page is liked

After page is liked

 

A Facebook like-gate is a great to incentivized non-fans to like your page, mainly because it still is a useful platform to broadcast your offers and promotions. With ‘retail’ space being ever so limited in Facebook, page managers should utilize every available space possible and a fan gate is one that cannot be overlooked. Just because you can’t set your default landing page doesn’t mean you shouldn’t utilize this feature to support your marketing strategies.

What do you think?

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  • http://www.razorsocial.com/ Ian Cleary

    Some great examples here. What people also forget is that you can direct people from your website to a fan gated page and you can also direct Facebook ads to a fan gated page so it’s still very beneficial.

    Ian

  • Alyssia Alexandria

    Thank you for sharing this. I administer several Facebook pages. I try to make my posts intelligent, funny and most important useful – there is so much information on the web I use my post time to create a knowledge base that is relevant, creative and timely. For my for profit pages for people who have not liked my page I sometimes ( more than often ) feel that although people are “sharing my posts” the ROI interns of likes stinks. So the fan gate helps and I will try it. I volunteer often but I don’t work for free! – thanks a bunch for this how to!

    • binkd

      Hi Alyssia. Glad this article helped. ROI on likes is a VERY long term strategy but essential for business today. I would suggest looking at a social media analytics application to start tracking and monitoring ROI.

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  • http://whoisaaronhardy.com Aaron Hardy

    Thank you for sharing this article. It is well written and very informative. Just what I need to know while creating a fan gate for my fan page.

  • http://www.bigboytravel.com Big Boy Travel

    New Facebook policies will disable all Fan Gating as of November 5th 2014, fyi

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