Dive Brief:

• Starting Wednesday, Facebook is putting an end to some tactics used by brand pages to gain followers. 
• The tactic -- often called like-gate or like-bait -- involves offering an incentive like a prize drawing entry or a coupon in exchange for a Facebook visitor's "like" on a brand page. 
• According to Facebook, the policy announced in August was set up to improve the quality of likes and ensure that those that follow a page are there because of sincere interest in the brand. 

Dive Insight: 

Facebook has a point about its like-gate tactics and gathering likes that aren't valuable. At the same time, the tactic can be an effective marketing tool if done correctly. Regardless, that avenue is no longer available for marketers so they will have to find other ways to gain followers. Hopefully the change will spawn ideas that draw in more interested followers.