Facebook lowers its own "barrier to entry" – and what it means for brands
For as long as brand pages have existed on Facebook, so have promotions and a requirement that any brand campaign awarding a prize needs to be hosted through a third-party application. A number of sites exist to serve this purpose, offering brands the ability to host multi-faceted, creative giveaways backed by rules and regulations.
Now, all that has changed. Facebook just announced it”s lowered its own barrier to entry by lifting the requirement that promotions must be administered through apps. Campaigns may be hosted on Page Timelines and third-party apps. Brand pages can now:
- Collect entries by having users post on the Page or comment/like a Page post
- Collect entries by having users message the Page
- Utilize likes as a voting mechanism
With these new options for Facebook promotions, brands are challenged to revisit their strategy. Simple “like to win” giveaways will be much faster and easier to host, but apps are still better suited for multi-stage campaigns and hosting legal terms.
Considering these updates, how will your social media strategy change for the brands you work with? Do you anticipate that Facebook will become even more powered by giveaways – and less by organic content? I”d love to hear your thoughts.