Like-Gating Content: The Likes and Dislikes

“Like-Gating Content,” the practice of incentivizing people to “Like” a page by offering content that only becomes available once you Like the page, has become a staple on company Facebook pages. Companies have proven that this practice increases the number of “Likes” on the page above all else, which ultimately helps to grow a community by increasing reach and engagement. It makes consumers that do “Like” the page feel more privileged and likely to stay involved in the community. Consumers might see a bit of content they enjoy on the page and then be pleasantly surprised when they can view even more upon “Liking” it. However, there are risks that come with this practice.

If you over indulge in Like-Gating, prospective customers and clients might not “Like” your page because they haven’t seen any substantial content yet. They will simply leave the page without getting to fully experience your brand. Another determinant of success is the nature of the content that becomes available upon “Liking.” Many companies, including American Eagle, Macy’s, Jenny Craig, and Johnson & Johnson use these two forms of Like-Gating Content:

1. Prizes, Free Giveaways, Chances to Win, Sweepstakes, etc.
2. Exclusive Content: Things You Can Only Read Once You “Like”

The content presented before the consumer “Likes” it is also important if not more so. Sometimes this content exists only to tell people to “Like” the page and gives little information. The only text on the page will be instructions for “Liking” the page and learning more. In this case, the content doesn’t offer much more than an image. Other times, “Liking” the page does nothing or at least not anything the consumer is likely to notice during the brand experience. In extreme cases, companies will present Like-Gating Content before the consumers even click the “Like” button, inviting customers to “Like” the page only for them to be bombarded by even more Like-Gating Content.

Brands can once again be more creative with this content. Why not present the “Like” button as an invitation for consumers to engage with the brand? Consumers can still get the necessary information and options to participate in sweepstakes without “Liking,” but they can only participate in the full experience if they make that little click. Here is a hypothetical example:

Geico can invite people to comment on their posts and give feedback on their campaigns. However, they only get to comment if they “Like” first. People who really want to comment and submit ideas for commercials and things of that nature will definitely take the half a second to click.

This shouldn’t be a replacement for proven Like-Gating Content, but rather as a supplement and a way to make your brand stand out even more.

Do you want to learn more? You’ll have to “Like” this page to find out.

We’re only kidding.