Like & Share competitions on Facebook have become a common marketing strategy for businesses and brands to enhance online visibility and engage with their audience.
It seems like a great growth hack, right?
Yet most business owners and social media managers (SMMs) do not know this is actually killing their Facebook business.
And it has been this way for years.
TL;DR
- Like & Share competitions on Facebook are popular for businesses wanting to increase their reach and engagement.
- Facebook says, “Posts and Pages that use this tactic will be demoted.”
- Facebook has strict policies regarding Like & Share competitions, including rules against using personal timelines and friend connections for promotion.
- Potential risks of Like & Share competitions include decreased organic reach, negative user feedback, and possible violations of Facebook’s policies.
- Alternatives to Like & Share competitions on Facebook include running contests through Facebook ads, creating engaging content, and utilising other social media platforms.
- To run a legitimate Like & Share competition on Facebook, businesses should clearly outline the rules, offer a relevant prize, and ensure compliance with Facebook’s guidelines.
These “Like/Share” Facebook contests typically require users to like a post, comment and share it with their network to enter a competition or win a prize.
The premise is straightforward: increased likes and shares lead to greater post visibility, potentially resulting in enhanced brand awareness and new customer acquisition.
Like & Share competitions have become a standard part of many social media marketing strategies, offering businesses a quick method of expanding their reach and engagement on the platform.
Most business owners will look at the results of a “LIKE/SHARE this post to enter…” content and assume that the positive post engagement and increased followers are great results—leading to… “Let’s do another one!”
Please. Don’t.
Much more is happening behind the scenes with Facebook algorithms that most people don’t know about. And we are here to tell you why you need to stop.
Why do people run Like & Share Facebook Competitions?
I get it. You need to grow your audience fast.
You can choose between spending hundreds/thousands of pounds on Meta Ads, formerly Facebook Ads, or sharing a ‘free’ like and share competition post to grow your following.
It’s a simple choice when you frame it like that.
If it were that simple to grow your audience, paid advertising (e.g. Meta Ads) would become redundant.
Why would anyone pay for ads?
One of the main attractions of Like & Share competitions is the perceived expansion of a brand’s reach and engagement on Facebook.
These competitions are thought to help generate buzz around a new product or service, drive traffic to a website, and increase overall brand visibility.
To make matters even more confusing, you probably see other pages running Like & Share competitions, so you assume it must be okay.
Just because you see other Facebook pages running competitions does not mean you should be running them. Don’t be a sheep.
It’s crazy to think that it’s not just small start-ups or inexperienced marketing managers making these mistakes. We have seen some reputable brands and businesses falling guilty of this marketing method.
Check out a recent post by Newport County Football Club on their Facebook Page:
Although it’s hard to see any business making this pitfall, it pains us to see startups, family-run companies, and small local businesses suffering. These businesses need every chance to succeed in the current economic climate.
How have we got into this problem of businesses shooting themselves in the foot with their Facebook marketing?
Let’s examine the policies, potential advantages and disadvantages, alternatives, and best practices for conducting Facebook Like & Share competitions.
The following sections will explore Facebook’s policies regarding Like & Share competitions and the potential risks and benefits associated with running such contests.
Are Like & Share Competitions Allowed on Facebook?
Facebook refers to this type of content as ‘engagement bait‘. And it doesn’t like it. In fact, it penalises it.
Here’s the official word from Facebook’s Business Help Centre:
“Engagement bait is a tactic that urges people to interact with Facebook posts through likes, shares, comments and other actions in order to artificially boost engagement and get greater reach. Posts and Pages that use this tactic will be demoted.“
Like, Comment and Share content on Facebook obviously falls foul of this policy.
We are pretty nerdy here at EMBARK. It’s our job to keep up to date with the latest news and updates on platforms such as Facebook. Our staff is privy to this, and we have not run any like-and-share competitions for our clients. Ever.
How will this affect your Facebook Page?
“Publishers and other businesses that use engagement bait tactics in their posts should expect their reach on these posts to decrease,” Facebook says.
How about repeating offenders? The answer is even more punishing. “Pages that repeatedly share engagement bait posts will see more significant drops in reach. Page admins should continue to focus on posting relevant and meaningful content that does not use engagement bait tactics.”
This means engagement bait will harm all other content on your Facebook Page, such as general news, new product launches, events, etc. This is the crucial content that forms any long-term marketing plan.
In short, running Like & Share competitions on Facebook will also decrease your audience engagement for other content you want to share with your audience.
This is killing your Facebook Marketing Strategy.
Business owners and marketers need to familiarise themselves with Facebook’s guidelines to avoid potential penalties or account suspension.
Running these types of contests could result in potential penalties from Facebook for violating their promotion guidelines and the potential for negative feedback from users who may view these competitions as spammy or inauthentic.
Alternatives to Like & Share Competitions on Facebook
While Like & Share competitions violate Facebook policies, businesses can use alternative methods to achieve similar results without violating Facebook’s promotion guidelines.
There are ways to work within these guidelines, such as using websites, third-party apps or tools Facebook approves for running promotions.
These tools allow businesses to create contests that require users to engage with a post differently, such as clicking a link to the website and submitting their email address, rather than simply liking and sharing.
This allows businesses to generate engagement and reach new audiences without running afoul of Facebook’s policies.
Another alternative to Like & Share competitions is to run paid advertising campaigns on Facebook (Meta Ads) that target specific demographics or interests.
By using targeted ads, businesses can reach potential customers who may be interested in their products or services without relying on organic reach through likes and shares.
Additionally, businesses can create engaging and shareable content that encourages users to interact with their posts meaningfully, such as through comments or reactions.
By focusing on creating valuable and shareable content, businesses can still increase their visibility and engagement on Facebook without resorting to Like & Share competitions.
Conclusion and Recommendations for Like & Share Competitions on Facebook
In conclusion, Like & Share competitions or contests on Facebook may initially seem an effective way for businesses to increase their visibility and engagement on the platform.
However, businesses and marketers must familiarise themselves with Facebook’s promotion guidelines to run contests legally and ethically.
Businesses can use alternative methods to achieve similar results without resorting to Like & Share competitions, such as using approved third-party apps, running targeted advertising campaigns, or creating engaging and shareable content.
By creating valuable content that encourages meaningful user interaction, businesses can still increase their visibility and engagement on Facebook without relying solely on likes and shares.
If something is valuable, people are more likely to share it. It sounds simple, but it’s true.
Overall, while Like & Share competitions may appear to be a lucrative marketing technique, they will cripple your long-term engagement and marketing performance.
If you’d like to see how EMBARK can help with your marketing, connect with us today and have a friendly chat with the team.
FAQs
What are Like & Share competitions on Facebook?
Like & Share competitions on Facebook are contests in which users are asked to like a post and share it on their own timeline to enter and potentially win a prize.
Are Like & Share competitions allowed on Facebook?
No, Like & Share competitions are not allowed on Facebook. According to Facebook’s guidelines, contests cannot require people to share posts on their personal timelines to enter a contest. This is because it goes against Facebook’s policies on spam and privacy.
What are the consequences of running Like & Share competitions on Facebook?
If a page or user is found to be running Like & Share competitions on Facebook, they may face consequences such as having their page or account limited, suspended or banned. Facebook takes its guidelines and policies seriously and may take action against those who violate them.
What types of competitions are allowed on Facebook?
Facebook allows competitions to run through third-party apps. These competitions must adhere to Facebook’s guidelines, which include not requiring users to share posts on their timelines to enter.
