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Facebook Crack Down – Two New Facebook Changes and How they Affect You

Old Way, New WayOver the last few months, Facebook have announced two big changes that have shaken up the digital marketing world. An end to the practice of ‘like gating’ and ‘click bait’.

As a user of Facebook, these changes are actually very welcome. I guess that’s why Facebook are implementing them. Yet many, many Facebook marketers are having to rethink their entire Facebook strategy.

Do these changes effect your Facebook Marketing? Lets break it down.

First of all “Like Gating” 

What is it? Like gating is when you run a competition on Facebook and in order to enter it, the person must first ‘like’ your Facebook page.

This practice is used a lot on Facebook to get more page likes, but from November 5th 2014, you will no longer be able to ‘like gate’.

According to Facebook:

 “You must not incentivize people to use social plugins or to like a Page. This includes offering rewards, or gating apps or app content based on whether or not a person has liked a Page. It remains acceptable to incentivize people to login to your app, checkin at a place or enter a promotion on your app’s Page.”

Basically Facebook want your fans to ‘like’ your page because they actually like it and want to see the content you are producing.

So Are Facebook Likes Still Relevant?

Some online marketers are really peeved off about this move. Ultimately though it makes Facebook a better experience for it’s day to day users. It also makes Facebook ad targeting by interest more effective because people are liking pages they actually like not just because they want to win an ipad!

If you are currently ‘like gating’ be aware that you have until the 5th November to stop.

The second big change happening to Facebook is an End to ‘Click Bait’

What is ‘Click Bait’

Click Bait is when a company posts a title that entices you to click it, but doesn’t tell you what it’s actually about.

You’ve probably seen a whole load of this content in your newsfeed lately. It’s really effective because it piques our curiosity enough to click it but shows you nothing relevant. Because of how Facebook’s algorithm used to work, this then signals to Facebook that you want more content like this and so you keep seeing it in your Newsfeed. This has been agitating Facebook users no end.

A typical example of click bait is a title like ‘You won’t believe what happens next’.

Facebook are changing their algorithm (yep once AGAIN) to stop click baiting. Now they are also tracking the amount of time spent reading the article to determine if people are reading the content or simply bouncing away.

They will also look at how many people are clicking ‘like’ after reading the article or sharing it with their friends to see if people actually enjoyed it.

Ultimately these changes make Facebook a better place for it’s users. If you provide useful content that users are happy to share then you’ll be fine.

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