Like-Gate
A Like-Gate is a digital marketing tactic used on social media platforms, primarily Facebook, that requires users to 'Like' a page before they can access certain content, participate in contests, or receive special offers.
Description
Like-Gates were once a popular method for brands to increase their social media following. The idea was to provide an incentive—such as exclusive content, downloadable resources, or entry into a giveaway—in exchange for a 'Like' on their page. This technique was especially prevalent on Facebook, where businesses could set up a Like-Gate to hide content behind a 'Like' requirement. While this strategy helped brands quickly grow their follower count, it was not without controversy. Critics argued that it led to inauthentic engagement, as users liked pages not out of genuine interest but for the perks. As a result, Facebook officially banned Like-Gates in 2014, pushing brands to focus on more organic ways to build their audience.
Examples
- A local coffee shop used a Like-Gate to offer a free downloadable recipe book to users who liked their Facebook page, resulting in a significant increase in their follower count.
- A fashion retailer ran a Like-Gated contest where participants had to like their page to enter a giveaway for a $100 gift card. This drove massive engagement and brought in thousands of new followers.
Additional Information
- Like-Gates were banned by Facebook in 2014 to encourage more genuine and organic interactions on the platform.
- Modern alternatives to Like-Gates include engaging content strategies, influencer partnerships, and targeted advertising to grow social media followers authentically.