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Facebook Closes Like-Gate

Posted on 8.24.2014

Effective Nov. 5, 2014, developers may no longer incentivize people to like their app’s Page on Facebook. 

According to Facebook “incentivizing” includes offering rewards or gating apps (dubbed Like-Gates) or app contests based on whether or not a person has liked a Page. Facebook states:

“It remains acceptable to incentivize people to login to your app, checkin at a place or enter a promotion on your app's Page. To ensure quality connections and help businesses reach the people who matter to them, we want people to like Pages because they want to connect and hear from the business, not because of artificial incentives. We believe this update will benefit people and advertisers alike.”

George Egbuonu, founder and CEO of Flat Pyramid, a company that creates 3-D advertising tools, disagrees. His response to Facebook’s restriction on marketers is that advertising platforms like Facebook are closing up all free advertising opportunities to marketers on the platform. 

“Their intention is to force marketers to pay for advertising on their website,” said Egbuonu. “However, they knowingly only provide ineffective advertising options like text and banner ads which, have poor click through rates (CTR) that have declined from 1 percent in 2008 to less than 0.1 percent in 2013.”

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