Facebook Will Ban ‘Like To Download’ Apps

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Facebook
 
Starting in fall, Facebook will no longer allow users to implement the ‘like gating’ tactic on their pages. The company recently announced that the commonly-used method will come to an end on November 5, 2014.
 

“You must not incentivize people to use social plugins or to like a Page. This includes offering rewards, or gating apps or app content based on whether or not a person has liked a 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.”

 
Like gating is currently used by many businesses, gaming apps, and musicians as a way to offer content or rewards in exchange for Facebook likes. The company feels there’s no added value from the likes gained through the tactic and instead recommends ‘action gating’ as a replacement.
 
Jim Belosic, CEO of Facebook contest developer ShortStack, talked with Inside Facebook about the changes:
 

“We saw that a lot of people were getting a lot of likes using like gating, but then they realized that the likes didn’t really have any kind of real value toward their business goals. […] Instead of like-gating, we started to see people doing what we’re calling action-gating. ‘Hey, if you want to enter my contest or promotion, sign up for our newsletter or give us your email address or give us some feedback on this new product.’ They would actually still get likes, but the likes weren’t forced. They were getting actionable and valuable feedback.”

 
For years, DJs and producers have used “like to download” apps as a way to grow their fan base. With Facebook recently reaching 2.2 billion users, it’ll be interesting to see how the music industry adapts to the policy change.
 
Related: SoundCloud Reportedly Close to Deals with Major Labels

  • zak

    I disagree with this whole heartedly. When I go to like an up and coming DJ or producer to listen to their music and spread the knowledge its helping them get their name out there in the large industry that continues to grow rapidly. And as an inspired artist, I see Facebook as a way to easily connect with the people that are intrigued with the art that is being created.

  • EarlWill

    Facebook is doing this to drive more revenue via advertisement for facebook pages. I have done like gating and have paid facebook to advertise my page, the likes I received from like gating were 10 times more organic than the ones I got from giving them money to reach a broader audience. The likes I received via facebook promotion were from profiles that seemed fake and made up, just so they could say “hey, as a result of our promotion we got you x number of likes” hoping that you thought the money you spent was worth it. crooks

  • #DJ #Renaissance

    Zuckerberg and his B.O.D. are really smart. They develop stuff based on user-driven concepts and ideas. That’s how FB went from the original concept of “just sharing photo’s” to “adding Like’s, Poke’s, and more.” It’s likely they’ll revamp their algorithm’s and how their paid section’s work so as to increase efficiency. Basically, what I mean, in the near future they’ll likely develop a form/method that they’ll charge users for that will easily do this (Remember FB is a publicly traded company now. The $$$ & user experience is always at the forefront of their minds) -> “‘Hey, if you want to enter my contest or promotion, sign up for our newsletter or give us your email address or give us some feedback on this new product.’ They would actually still get likes, but the likes weren’t forced. They were getting actionable and valuable feedback.”