No more Facebook likes for freebies starting November 5th! Likes for freebies was a great promotional strategy that gave customers nice free stuff and got companies like on their pages. Facebook is changing that now as they feel that those kinds of strategies aren’t good for their marketing tactics anymore.
Facebook likes for freebies was a simple idea: you give us a like on your FB page and we’ll give you something cool in return. Simple right? Some people abused that idea, though in general it was a great thing for everyone involved … except for Facebook.
Companies (Page owners) got new followers, more likes and some great PR. Users on the other hand got something cool in return for very little effort on their part. For example, I entered a contest by Black Lapel where all I had to do was like the FB page. For that, I won their grand prize of a free fully custom suit. It was great for all of us.
Facebook disagrees. Now that Facebook has shareholders to report to it needs to do everything, in it’s eyes, to improve the quality of it’s data. “What is Facebook’s data” you ask? Simple: You are Facebook’s data. The more accurate data Facebook has about you, your interest, your friends, your friend’s friends and so on, the more marketable it’s advertising platform is and the more valuable it’s data is to the market. This their new marketing tactic: “no more facebook likes for freebies”.
But the freemium model skews those numbers as many of will just like a FB page just for that content and then either ignore it going forward or remove that like later on.
Starting on November 5th, 2014 you’ll no longer be able to run ‘like for freebies’ like promotions, contents nor marketing strategies.
What this means for marketing strategies:
Removing the like for freebies sucks, though it just means we marketers have to shift our marketing model a bit. Instead of asking for likes, we’ll have to ask for:
- an e-mail address
- a tweet follow (or retweet)
- user content submission
- re-sharing / re-publishing content from the page to their own timeline
- participate in more involved contests (possibly based on content submission)
Is “no more facebook likes for freebies” a good thing or bad?
Depends. For Facebook’s profit area (it’s ability to sell quality data) it’s good. For businesses and page owners, it depends on how you run your business. It’s certainly not good that they are taking away a great way to get more market awareness so easily, though at the same time it’ll force us to get a bit more creative and offer up more quality content, promotions, contests and stuff to get people to interact more.
Overall, I think it’s a ‘so-so’ move. It’ll annoy some marketers of course, though by using a bit of your creative marketing mind you’ll be able to get some great campaigns out.