How Sweepstakes and Contest will be affected by Facebook’s Like Gate Policy

Facebook Kills the Like Gate
Facebook has removed the functionality to Like Gate or Fan Gate content or promotions. As of Nov. 5th 2014, Facebook will no longer allow Like gates in Facebook pages.

This means that people will no longer be required to click the Like button to enter a sweepstakes or participate in your promotion.

The Fan Gate was a way to ensure that new non-fans could be required to become a fan prior to participating in your promotion.

In turn, sweepstakes were particularly benefitted by like gates on Facebook and this resulted in increased likes for a page and encouraged high quality sweepstakes entries and engaged fans for the brand.

The ideas is that people who were willing to like the page in order to enter the contest, were also more likely to be genuinely interested in the business’s goods or services.

Rest assured removing the like gate would not affect the promotions goals much.

You can still count on Sweepstakes to:

  • Increase your social visibility/social buzz and engagement
  • Increase new fans
  • You will still be able to collect email addresses as part of the sweep entry
  • The number of entries might increase if users are not required to perform an additional action or commit to liking your page.

I don’t believe removal of like gate will result in fewer fans. I think it will help reduce bounces, where people like the page just until the promotion ends, then unlike.

In a nutshell, social sweepstakes will continue to be one of the best tactics to gather qualified Fb fans.

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