Facebook has just announced a revision in its page terms which could be one of the most controversial game changers to its promotional policy to date.
Previously, Facebook required that all promotions, contests and sweepstakes on the platform be administered through apps. Now, promotions may also be administered using Facebook features such as Like, Comments or Message on Page Timelines.
Gauging by the new rules set by Facebook, it is now possible for businesses of all sizes to create and administer all kinds of promotions on Facebook. Business owners can also run competitions on their pages by using Likes, Comments and Message (excluding Shares/Photo tagging) as a entry mechanism into a competition.
Things that brand administrators can now do include:
- 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
Things that page administrators ARE NOT ALLOWED to do:
- It’s OK to ask people to submit names of a new product in exchange for a chance to win a prize, however it is NOT OK to ask people tag themselves in pictures of a new product in exchange for a chance to win a prize.
How to decide between using an app or timeline to run your promotion
|Using Timeline||Using 3rd Party App|
|Creating a promotion on your timeline is quicker and easier. Page posts about your competition. Ever thought picking a winner on your timeline is tedious? Read below||More personalised experience and allows more flexibility and consistency with your branding. Great if you are planning to create a totally unique and engaging experience for your participants.|
|Using promoted posts to increase your reach to a broader audience||Use of Facebook ads by specifying your demography to drive traffic to your ads|
Examples of Competitions that are possible with the new rule
Examples of Competitions that are still forbidden with this rule
Is it a Game Changer for Marketers?
This ‘increased’ engagement is likely to enrich every user’s profile, especially where Graph Search comes into play. internet marketers who can creatively leverage the flexibility of the new rules can easily provide affordable and engaging for their clients without the need to develop external apps.
This also opens up wide range of opportunities for business owners to run their own promotion without the need for third party apps. At the ends of the day, the viral nature of a promotion comes down to how well it engages its participants.
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