Facebook announces that Welcome/Reveal Tabs (Fan Gate) are no longer allowed on Pages. If you never setup a Welcome/Reveal tab before, this update won’t affect you. However, we’ve setup a Welcome/Reveal tab for just about everyone of our Client’s using Facebook.
The Welcome/Reveal tab allowed us to give users an incentive to ‘Like’ the page by giving Fans access to content that non-Fans don’t have. Facebook has now decided that they want users to ‘Like’ pages based on the users desires rather than an incentive. Because we use this technique so frequently, you might think we’re upset with the update, but we’re not as upset as you may think. Here’s why.
Although Facebook bans the Fan Gate, the custom tab is still going to exist. This means that we’re still able to build an app within the Page that provides users additional information on the brand, the option to learn about the brand’s products/services and links back to the brand’s website (picture this as a mini 1-page website connected directly to your Facebook Page). Within this custom tab we’ll be able to create design elements that still encourage the user to ‘Like’ the page and visit the main Timeline, which was the main goal of the original non-Fan Image.
The one concern we do have with this update is with Facebook Ads. For all of our monthly clients running Facebook ads, we’re currently sending users from the ad to these Welcome/Reveal Tabs. Because of how these tabs are setup the non-Fans would see an image that encouraged them to ‘Like’ the page before going on with their day (giving the brand access to engage with the user with daily status updates). This as always increased our conversions and number of new Fans from the ads. Without that non-Fan image, we will not be able to provide the same encouragement to ‘Like’ the Page to non-Fans.
However, even this concern isn’t a deal breaker. In many cases we’re seeing that users that respond to a Facebook Ad are ‘Liking’ the page directly from the ad itself, never actually clicking over to the Welcome/Reveal Tab. This would mean by the time they click the ad and visit the Page, they are already a Fan and would see the Welcome Tab. This will be exactly what Fans and non-Fans will see with this Facebook update. For now, we’re going to continue to send users from the ad to the Welcome Page. Depending on the response we see, we may update this to direct users to the Timeline, only time will tell.
We often see Facebook users (both personal and businesses) get upset with Facebook changes, after all they seem to happen just as you were getting used to the last updates. However, at Social Brothers we’ve always tried to focus on the positive of the changes. It’s our belief that Facebook would never make updates that they don’t believe would improve the user experience and opportunity for businesses. This update is no different.
We’ve had great success using Welcome/Reveal tabs, but we believe that we will be able to duplicate and continue that success without them. After all, the Welcome/Reveal tab was not the main reason we have been able to convert Facebook users into customers for our Clients. It’s the collection of a fully optimized Page, quality daily status updates and engaging with the brand’s target market that have allowed us to achieve success, all of which still remains after this update.