Have you heard about a new trend in social media marketing? It’s called action-gating.
Action-gating is a process where businesses ask for information from their followers, such as an email address, age, location, user feedback, etc., in exchange for a valuable piece of content, a coupon or a prize.
Now that Facebook has decided businesses can no longer ”like-gate” their content, it’s time for all of us to re-think our social media strategies, and shift our focus to building a valuable audience rather than just a large one.
I just read an interesting article from Marketing Magazine that discussed big brands that were moving away from Facebook and utilizing social alternatives. It mentions three interesting stats:
- Red Bull’s main Facebook page has 44 million fans, but only generated 330,000 interactions last month.
- Coca Cola’s main Facebook page has 84 million fans, but had engagement 20 times lower than Red Bull’s.
- MAC averaged just one monthly interaction for every 500 Facebook fans.
The article goes on to show how these brands are finding success on other social networks. The reason these brands are pulling away from Facebook is so they can marketing with a combination of multiple social media platforms.
3 Social Media Marketing Goals and How to Achieve Them With Action-Gating
