Tuesday, September 2, 2014
From 5th November, it’s ‘so long’ to like-gated Facebook campaigns. But does this change mean we’ll see far fewer incentive or giveaway campaigns on Facebook? We don’t think so…
Like-gated campaigns and competitions have long been used by companies to grow their Facebook fan base. However, changes announced last month mean it’s no longer acceptable for companies to insist that users ‘like’ their page just to join in with a campaign.
It seems inevitable that audience acquisition will drastically slow down as a result. Some are suggesting the decision to eliminate like-gates is designed to push paid for Facebook ads instead. However, the official announcement read like this:
“To ensure quality connections and help businesses reach the people who matter to them, we want people to like Pages because they want to connect and hear from the business, not because of artificial incentives.”
Here at Digital Visitor, we have always believed that quality is much more important than quantity – if campaigns are correctly targeted, you should attract people who are genuinely interested in you and will engage with you beyond a simple competition or giveaway.
Although gaining likes has previously been one of the main reasons organisations run Facebook campaigns, there are many other important benefits that you could – and should – get from social campaigns. Here are a few of our favourites: (also in INFOGRAPHIC format)
- Quality likes – It may seem strange to start with this one after what we just said, but there is no doubt that you will still be able to get likes from a campaign. Granted, not as many, but there seems little doubt that as people have to exercise more free will in deciding to like your page, the quality of your audience will only improve. Those with a genuine interest are more likely to buy, as well. However, there will be more importance placed on producing high quality, shareable content to keep your audience engaged.
- Community activation – Make sure you put your Facebook fan base to good use and show them some content they can’t wait to share! Providing quality content that your audience will be interested in is key to driving engagement and social sharing so as long as you fulfil that need, you’ll stand a much higher chance of your content being seen by a highly relevant audience.
- Data capture – Building a large engaged audience on Facebook is obviously great but equally gathering key data from your audience means that they can be integrated into other marketing activities, for example ensure you get email addresses from your audience so you can include them in your email marketing as well.
- Detailed customer insight – The style of campaign you run could also provide you with some really key information about potential and existing customers’ preferences. In some cases you can use Facebook campaigns to gather detailed insights in to people’s preferences helping you to target specific marketing messages to individual people.
- Website traffic – Traffic to your website is often very important and there are various different ways to drive significant traffic to your website through campaigns, including building in mechanics where users have to visit your website to find out more about a product or service.
- SEO – Social media channels like Facebook are helping to dictate how high (or low) your website ranks in search engines. So optimising the content published on these channels can benefit your business in more ways than one.
- Audience reach – There is no doubt that there is a huge audience on Facebook and there is potential for significant audience reach. Whether a Facebook user sees an advert or a promoted post, engages with your brand by liking or commenting on your content, your brand is out there and in front of people. You can support Facebook campaigns through promoted posts and ads, as well as blogger and key influencer outreach. Remember also to optimise content (both copy and images) to maximise social sharing and help it go viral.
- Potential direct sales – If your customers and potential new customers are on Facebook then it’s the right social channel for the job and if you attract the right people then it is absolutely possible to drive direct sales from your audience. Remember people don’t like to receive constant commercial messages through their social profiles but if you can often run post campaign offer, exclusive rewards and special incentives to drive sales.
- Commercial tracking – Visitors to your website from social media channels often do not purchase the first time they visit. Through effective analytical tracking on your website you can see how many people come to your website from a campaign, how they use your website and if they actually become a customer at a later date.
- User generated content – Quality user content is highly valuable and using campaigns is a great way to gather UGC. If users actually take the time and effort to upload a photo or video then they are very engaged and much more likely to be interested. This content is much more likely to be shared and through the use of campaign hashtags you can monitor the effect of this. Don’t forget that you can also use content you gather in future marketing as well.
Facebook campaigns are one of the most popular services we offer at Digital Visitor – find out more about them on our Campaigns page and the brands benefiting from them on our Clients page. Anything else you need to know? Contact us via the online enquiry form.