This is a bit of a game-changer for brand promotions and social media. Facebook has officially removed third-party app requirements for promotions and contests run on its social networking site. This means businesses of all sizes no longer have to utilize a third-party app if they want to run a promotion that requires participants to “enter” the contest in order to be considered for a prize or a giveaway. Facebook page managers and marketers for businesses of all sizes just let out a collective squeal of approval.
So, what does this mean? This makes running a brand promotion through Facebook a thousand times easier. Business can now hatch an idea for a promotion and run the promotion directly from their brand page. From a brand marketing perspective, it’s something that can be designed and executed in hours – instead of days or weeks through a third-party app. And when speed-to-market is critical (when is it not?), this new-found freedom can create a huge competitive advantage for brand marketers on Facebook.
Example: Say you want to run a short-time giveaway for a new product before it hits the market. And, you want to generate a lot of interest from the community. You can encourage your brand followers on Facebook to “enter” the contest or promotion by simply posting on your brand page, commenting on a post on the brand page, or merely “liking” a post on the brand page. You can also have entrants signal their interest by messaging your brand page. On top of all that, you can now announce winners directly on your brand page. Sounds easy to design and implement, yeah? That’s what brand marketers have been wanting all along.
Note: You still can’t administer promotions on personal timelines, but who’s asking for that?
The removal of third-party app requirements for promotions on Facebook opens new doors for product or brand marketing. In the past, this was absolutely not the case. Prior to the recent change, Facebook prevented brand pages from asking for pics or comments or “likes” in order to enter a contest. And, this made running contests an arduous process to say the least.
Of course this now means that each business is wholly-responsible for the operation of any promotion, contest, or sweepstakes (read: legal liabilities are on you now). Facebook clearly outlined what is expected going forward in their update to the Facebook Pages Terms page. For those who wish to run a promotion on Facebook, there will be a need for them to consider (and make public) all of the details surrounding the promotion, including the following:
- Official promotion or contest rules
- Promotional offer terms
- Eligibility requirements (typically age or residency restrictions)
- Compliance with applicable rules
- Compliance with promotion and prize regulations
In the end, these changes to the Facebook rules regarding promotions create more opportunity and flexibility for those brand pages that want to reach out to their fans and followers and engage them in promotional opportunities. Naturally, there’s still a great developer community out there to help any brand create promotional apps for Facebook and collect entries from brand pages, but the need for their services may begin to fall off as brand pages begin taking the reins of their own promotions. You can read more about the changes to the Facebook brand promotions rules at the Facebook for Business blog.
This article is brought to you by Rank Fuse Interactive, which serves both businesses and agencies alike as a provider of search engine marketing (SEM) programs, including search engine optimization (SEO), paid search advertising (PPC), social media marketing, content marketing, mobile web marketing, and search-friendly web design.