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Facebook "Like"-Gating, To Do or Not to Do?

Updated on February 24, 2012

This photo is an example of what I call "photo like gating"

"Like" Gating is all the roar, how would you do it?

This is a new and somewhat controversial marketing technique. It is being used by some very successful and well-known brands.
Such brand names as Diet Coke, Macy's, Jenny Craig, American Eagle, Sephora, the internationally known beauty company, are using "like" gating.
Others as widely diverse as WA Frost and Company, the Chicago Cubs, and Children's Hospitals and Clinics of Minnesota are also using this marketing method to attract and get people to get involved with what they have to offer.

What exactly is "Like"-gating or "fan" gating? It is the creation of a special page which your potential customers land on and have to "like" before they can have access to your real fan page and participate in it.
They have to click the "like" button before they can view and interact with any of your content.

Facebook has a special app for "like"-gating. And it is being used by more and more businesses and charitable organizations, yet there are voices being raised against the practice. One of those voices is the Better Business Bureau, which is concerned with truth in advertising. The BBB's interest is that false advertising and undeliverable
promises would be kept out of "like"-gating. While the controversy roars, more and more companies are resorting to this new technique to fill their pages with "likes".

I chose to adopt a middle-of-the-road approach. I have only two fan pages that I'm experimenting with. I will put the example of one of them. Craftybegonia Arts and Crafts on Facebook. The photo that I have used for this article is an example of what I call "photo like gating", an idea I came up with when trying to find a middle ground in all of this. It is for a totally imaginary store, but it shows you quite effectively what you can put in your own photo and how to go about applying this technique to your own fan page.
I did not want to do an open "like" gate, but I did something similar in nature. I got an app called Fan of the Week. Then I made an attractive scrapbooked page in which I stated some of the benefits of joining our fan list and I posted it, inviting potential fans to "like" my page and also announcing that if they did or made a comment on my page,
they could become the "Fan of the Week". So far, I have 367 fans and growing.

There are other things that I do, that contribute to the popularity of the page. Among them are these:

1- Post things people want.
2- Don't promise anything you cannot or will not really deliver.
3- Post often, at least 2 to 3 times a week. (There are some who post every day!)
4- Offer quality and be super friendly and helpful!

To these you could add other things, tailored to your specific store or business, such as

5- Special contests for certain times of the year or certain audiences
6- Exclusive offers that you run ONLY on your fan page
7- Attractive incentives, not only to "like" your page, but also to buy from you
(if your business caters to mommies-to-be, why not offer them something special for the nursery, if they buy from you?)
8- Take great photos! Present your items in the most attractive way possible!
9- Make sure your photos and posts represent you and your products are being special and of great quality.
10- Offer a "first glimpse" access to your products, with an incentive to "like" your page and see more
(for example, if you sell handmade soaps and wonderful scented bath salts, present some of them in their most attractive light in
your gate, asking the interested person to "like" you so that they can see more!)
11- Giveaways (they could be something simple, like a couple of handmade soaps with a pretty face cloth!)
12- Offer credits, for friends to get you extra "likes" which they can "cash in" for other bonuses
13- Stay true to the reputation you are trying to build as a brand.
14- Be honest, do not use gimmicks, do not disappoint or deceive your would-be customers!
15- Ship quickly or else let people know in advance if they should expect a little delay
16- Write items descriptions honestly, make sure your customer will not be disappointed when they receive the item. Good word of mouth is great publicity!
17- Answer questions promptly and deal with any problems quickly!
18- Add polite incentives for people to spread the world of mouth about your fan page among their own friends.
19- Post a "like" button on your blog or website.
20- Write a post about your fan page and ask people to visit it and to "like" it or post an image that will act as an incentive to "like" it.
if you would like to learn more about how to make your own decorations and embellishments for digital design, visit my free tutorials at my Craftybegonia DigiScrapping Blogger blog!


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    • kenneth avery profile image

      Kenneth Avery 12 months ago from Hamilton, Alabama


      Fantastic hub. Great writing and wonderful, helpful, and very great graphics.

      Please keep them carrying on writing as hubs as you can. I mean it. You will be so soon to be a success.

      So glad to follow you.

    • craftybegonia profile image

      craftybegonia 3 years ago from Southwestern, United States

      You are most welcome laduguitarpicker. Like gating works for some and for others it doesn't. so testing, testing, testing, is crucial!

    • ladyguitarpicker profile image

      stella vadakin 3 years ago from 3460NW 50 St Bell, Fl32619

      I like your tips and interesting see how it works. Thanks.

    • craftybegonia profile image

      craftybegonia 3 years ago from Southwestern, United States

      I know what you mean! But you know, when I conducted a poll on this, most people said they get mad and avoid like gating FB pages. I think only big brands get away with having them. Thanks for stopping by!

    • SheGetsCreative profile image

      Angela F 3 years ago from Seattle, WA

      Good tips. I don't mind it for the most part as I just see it as the FB version of "newsletter signup" requirements before you can "get the goods". I've "liked" quite a few digital scrapbooking pages in the past few months because I wanted their freebies lol

    • craftybegonia profile image

      craftybegonia 5 years ago from Southwestern, United States

      Thank you both so much! Yes, "big" brands are doing like gating a lot on Facebook and some small vendors are trying it themselves their own way. I adapt my style but the results are the same. If you have a FB page that you want to use for selling, and need more "likes" try to "bait" your would-be followers with a very nice photo where you describe what they will get if they join your page and ask nicely but openly that they like you in order to get what you offer. Many will! That is like-gating for the run-of-the-mill vendor. It might not have all the bells and whistles of say, a major brand, but it will get you some new likes.

    • kashmir56 profile image

      Thomas Silvia 5 years ago from Massachusetts

      Great hub with very interesting information, I have not heard of this before. Thanks for helping me learn more about this !

      Vote up and more !!! Sharing !

    • lanablackmoor profile image

      lanablackmoor 5 years ago from New England

      Interesting! I had never even heard of this term before. Voted up for U/I!