Marketing Review

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Facebook Fan Gates And How They Affect Internet Promotion

A fan gate or a like gate is a strategy used in social media marketing, particularly in Facebook, to lure people into joining your network. Relying on this technique can be exceptionally beneficial, especially if you make people aware of the things that they are missing by staying out of the network.

How do Fan Gates Work?
Consider the following example – you have a Facebook page set up and dedicated to your business, products and services. The page contains useful information about new items added to your catalog, campaigns and special discounts.

By creating a fan gate you will be showing all of the content to people who have become members of the community by liking the page. Everybody else will see only partial pieces of information.

Fan gates provide members of the community with special advantages, which stimulates people to join. The hidden content can be a discount voucher, a coupon, free download links, exclusive videos or insider information.

Using Fan Gates to Promote Your Business
The fan gate functionality is an exceptional promotional tool because people will be curious and willing to share personal information with you, if you are providing something valuable in return.

It is important, however to use fan gates cleverly. Some people could be annoyed by the inability to see all of the content. Make sure that your page is still interesting, even if people are unwilling to hit the “like” button and to become members of the community. Not all people who views the page will like it instantly but on the second or third time they see your pages, they will eventually get the value that your business is offering. Sometimes it has to do with the timing when they see your page.

The provision of beneficial stimuli is just as important. Give your audience what you promise. If people are expecting a voucher and they simply get information about your new products, they will probably leave your page disappointed. Refrain from promising such special offers, if you are incapable of delivering.

Fan gating can be used to bring up the number of Facebook likes but you need the right strategy. Like gates can decrease engagement. Give this technique a try to figure out whether it is going to deliver the expected results for your promotional campaign. If you find out that users are discouraged rather than intrigued, you should probably try to capture their interest in another way.

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