Last week, Facebook announced a big change to creating and administering promotions on Facebook for a brand’s page. As part of the change, Facebook has modified their Pages Terms. The change is geared towards making administering Facebook promotions easier for businesses of all sizes to run promotions on Facebook.
As a Facebook Page administrator or a marketer, here are the key changes to be aware of:
- Facebook no longer requires that promotions on Facebook only be administered through apps
- Promotions can now be administered right on the Facebook timeline as well as in an app
What does this mean for Facebook page administrators, marketers, and small businesses looking to run promotions through there Facebook page? Now, a Facebook Page administrator of a small business can:
- 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
Remember to adhere to Facebook’s Pages Terms and terms of service and only run promotions on a Facebook Page. Facebook still does not allow promotions to be administered on personal timelines of a personal profile.
The tagging rules for Facebook have also been modified. The Pages Terms now prohibit Pages from tagging or encouraging people to tag themselves in content that the individual or tag depicts. If it is not an actual photo of someone, a tag should not be used. The change eliminates any sort of promotion, contest or encouragement to tag a user in content for entry into a promotion, contest, etc. Here are some examples to further understand the new requirements:
- It’s OK to ask people to submit names of a new product in exchange for a chance to win a prize
- It’s not OK to ask people tag themselves in pictures of a new product in exchange for a chance to win a prize
Facebook’s goal with the revisions to the Pages Terms is to enable businesses of all sizes to be able to administer and run promotions on their pages with or without the use of third party apps, which should make it simpler for more businesses to launch their promotions.
New to Facebook Promotions? Here are Facebook’s Promotions Guidelines which include more information, best practices and FAQs related to promotions:
Every business is different, and you should experiment with promotions to find what your customers respond to best. Here are some best practices:
- Post promotions that are tied to your business objectives
- Use promotions to build awareness for a new product, promote the opening of a new location, sell inventory, or advance other business objectives
- Make promotions compelling
- Promotions offering significant upside to people who enter are more likely to encourage engagement and generate buzz
- Creative best practices on Facebook still apply—compelling text and images that are in the brand voice tend to get better response and engagement rates
- Amplify your promotions
- Create Promoted Posts or ads for your Page post to broaden the reach of your promotion
Frequently Asked Questions (FAQs)
Q: Can I still use Page tabs and apps to administer a promotion?
A: Yes, Pages can still administer promotions via their Page tabs and apps as long as the promotion is run according to Facebook’s promotion guidelines.
Q: Why can’t I ask people to take part in a promotion by liking, sharing, or posting something on their personal Timeline?
A: We want to make sure that people continue to post authentic, high quality content to their Facebook Timelines to stay better connected with the people they care about. There are technical reasons for confining the administration of the promotion to either a Page or in an app. For example, because people can choose to limit the visibility of the content they put on Facebook to only themselves, friends, or to a custom group of people, Pages won’t have the ability to access all of the entries that people post on their own Timelines unless these entries are public. We may explore enabling this in the future, but to ensure a good experience for administrators of promotions and prospective entrants to a promotion, we are limiting the administration of promotions on Facebook to Pages and within apps at this time.
Q: How should I decide if I should administer my promotion via an app or directly on my Page?
A: Creating a promotion with an app on Facebook allows a Page to create a more personalized experience more in line with your branding strategy. Apps provide more space and flexibility for content than Page posts alone. Promotions run through apps can collect data in a secure, structured way that may be appealing to advertisers, particularly larger brands. Creating a promotion with a Page is faster and easier. Additionally, as with all Page posts, Page posts about promotions are eligible to be displayed in the News Feeds of the people who like the Page and can be promoted to a broader audience. Businesses always have the option of using both an app and their Page to administer a promotion.
Social media marketing continues to evolve as a marketing tool. The key to any Facebook promotion is to learn how to incorporate Facebook ads with promotions, and then measure the results to determine effectiveness, and success. By measuring success with Facebook promotions, a business owner can help refine future promotional efforts, drive better results, and manage their internet marketing budgets.