Fan-gating

Fan-gating (also known as "Like-gating")[1] is the practice of acquiring more fans for a Facebook page by requiring Facebook users to "like" the page in order to access specific content associated with the page. This content is typically exclusive features, promotional offers, games or other material.[2]

On August 8, 2014, Facebook updated their platform policies to forbid businesses and developers from using like-gating on new apps, while existing apps will need to comply by November 5, 2014.[3]

Issues with Overuse

If fan-gating is overused with inadequate payoff for users who agree, it can lead to Like fatigue. Further, users may become bored if they encounter fan-gates frequently.[4]

References

  1. ↑ Carter, Brian. The like economy: how businesses are making money with Facebook. Indianapolis, IN: Que. ISBN 0789749068.
  2. ↑ Smith, Chris Treadaway, Mari. Facebook Marketing an Hour a Day. (2nd ed.). Hoboken: John Wiley & Sons. ISBN 1118225864.
  3. ↑
  4. ↑ "Does Facebook Fan-Gating Hurt Facebook Engagement?".