Facebook’s announcement has brought forward the changes in the contest rules for businesses. Contests and promotions can be run by the businesses without the use of third party apps. They now have the autonomy to run such contests on their timelines freely.

Facebook’s promotion guidelines explains that the reason for this change. “We want to make it easier for businesses of all sizes to create and administer promotions on Facebook, and to align our policies to better meet the needs of marketers.” Facebook has also revised its page terms and all content in the pages must comply with the defined standards.

How does Facebook define “promotions”?

Promotions include the following:

• Entry/registration
• Element of chance
• Give away or prizes

What has changed?

It is no longer mandatory that promotions on Facebook would be administered within apps only. Promotions may now be administered on Page Timelines and in apps on Facebook but not on personal timelines. The following are permissible:

• Pages can collect entries by having users post on the Page or comment/like a Page post.
• Pages can collect entries by having users message  the Page.

The following are not allowed:

• Promotions on personal timelines.
• Tagging or encouraging Facebook users to tag themselves in content that they are not actually depicted in.

Apps Vs Timelines

Advantages Of Promotions On Apps

• Apps are more flexible than page posts and provide more space
• Apps can help in collection of data in a secure and structured manner and is preferred by large brands
• Apps help create a personalised experience and is in tandem with the branding strategy of the business

Advantages Of Promotions On Timelines

• Promotion on a page is faster and easier
• Promotions on page posts are eligible to be displayed in the News Feed of the people who like the page and helps to reach a much wider audience.

Best Practices To Be Followed For Promotions

• Promotions should be in line with the business objectives.
• Promotions should be used to build brand awareness for a new product, promote opening of a new location or sell inventory.
• Promotions should help build user engagement. Compelling text and images help to improve responses and engagement rates.
• Promotions through ads for page post can target a larger audience.