Facebook change promotions rules – but what does it mean for marketers?
Earlier this week Facebook released a welcome update to their promotion guidelines.
Turn back the clock to just a few days ago and businesses were very limited when it came to running a competition through Facebook. They could only host competitions through a Facebook app – the design and development of which came at a price.
The rules and regulations surrounding what was acceptable on the world’s biggest social networking site were also pretty hefty. You weren’t allowed to enter a competition by posting on a page, or voting by liking a post/photo. It was also forbidden to try your hand at winning something by commenting on a post/photo or messaging the business page. This made it tough for our clients to run competitions on Facebook and stick within the rules.
Here at Bloom we all gave a sigh of relief as the announcement came that the rules had changed.
The new regulations allow competitions to be run through timelines. Facebook have stated that:
- Entries can be collected through likes or comments on a page post
- Entries can be collected through posting on a page
- Users can message a page to enter
- Likes can now be used as a voting mechanism
As before, however, businesses cannot administer promotions on personal Timelines.
So you still can’t ask people to “share on your Timeline to enter” or “share on your friend’s Timeline to get additional entries.”
Before the release of these new guidelines some smaller businesses were unaware of the previous rules and were breaking Facebook guidelines. Now these businesses can carry on engaging with Facebook users without worrying about negative consequences.
These new rules make it much easier for businesses who want to run competitions to engage with a broader audience and giveaway great prizes. Some people would shy away from competition apps on Facebook if they asked for personal details but the new update means people can happily enter competitions and keep their personal information separate.
Facebook is looking like it’s going to be a great platform to host competitions on and we’re excited to see the results that the giveaways will get for our clients!
For more information, take a read of the full Facebook page guidelines here: https://www.facebook.com/page_guidelines.php