How the end of Facebook ‘like-gating’ will benefit brands

Many companies had already abandoned “like-gating” for more effective social media tactics, but for those still amassing fans by requiring them to like their Facebook page before entering a contest or accessing content, Facebook put a definitive stop to the practice Wednesday.

The change will create a short-term challenge for some brands, but it will present a much greater long-term benefit to social media marketers by forcing them to focus on more meaningful metrics to gauge social marketing success.

To understand how the end of “like-gating” will benefit social marketers, the marketing team at Offerpop analyzed years of data from hundreds of thousands of Facebook campaigns. We found that removing the “like gate” can actually have a positive and immediate impact on marketing performance. Here are three reasons why:

You’ll increase email acquisition.