You may have heard about reveal tabs and you may already be using them on your Facebook Page. To learn how to create a reveal tab, check out the HyperArts blog post on reveal tabs. To see examples of reveal tabs being used on Fan Pages, see Tim’s post on the Social Media Examiner blog. There are plenty of clever ways to use reveal tabs to get more fans, engage your users and give away great content. We highly encourage you to use reveal tabs on your Facebook Page. But before you do, be sure that you are not making one of these mistakes!
- MISTAKE: Creating a reveal tab and forgetting to set it as the default landing tab for the Facebook Page.
The reason that you created a reveal tab in the first place was to get more fans. If you leave your Wall as the default landing tab for non-fans then nobody will see your reveal tab. Only a small percentage of users will browse through your tabs to find it. Plus, the reason you set a custom reveal tab as a default landing page is so that users feel like they HAVE to click the Like button in order to access the rest of the Page, even though this is not true.
- MISTAKE: Promising “exclusive content”, “special deals” or other rewards for clicking the Like button, and then failing to deliver.
It’s a great way to get someone to click the Like button. Tell users that once they become a fan they will get a coupon or a free download. But if you promise something vague like “exclusive offers” you had better have something to give away immediately. It’s not enough to just say “thank you!” after you have promised to give something away.
On the HyperArts Facebook Page we have fan-gated our Tutorials & Resources tab with the following message:
When the user becomes a fan, they immediately see a list of free tutorials in the form of videos and blog posts. This is the promised value they were expecting.
- MISTAKE: Just asking fans to “Like My Page!” without any incentive.
While you do not want to make empty promises, it’s also a bit pathetic to just beg for likes without offering some value in return. Even if you don’t have anything to give away, at least point out to your potential fans that once they become a fan, they will be getting regular updates from your Page in their newsfeed (because that is what will automatically happen).
Here is an example of a Page that just says “Like us” without really saying why anyone should like the Page:
One good tactic they DO use is the transparent overlay. The image non-fans can see actually hints at the content underneath with a slightly transparent background. I can see that the tab will reveal videos once I click Like. But not everyone might understand the reveal tab concept right away, so Red Bull could benefit from an added message that says something like, “Like us to see videos…”
- MISTAKE: Leading users away from Facebook by linking to an external website.
Unless your goal is to NOT get more Fans, sending users to your website or any other site away from Facebook is a sure-fire way to make sure they never come back to your Facebook Page to click on the Like button.
- THE CARDINAL SIN OF REVEAL TABS: Creating a reveal tab that shows the same content to fans AND non-fans.
Lots of Pages make the mistake of presenting the same message to fans and non-fans. Here are a few examples of surprisingly high-profile companies that have made this mistake:
Mashable has a nice graphic at the top of their default landing tab that asks visitors to click Like in order to join their online community. Then they ask you to visit their Wall, and include a link. But what would keep me from just visiting the Wall without becoming a fan first? Remember, you can never fan-gate your Wall. You can only send people to a different tab first, and they don’t have to click Like in order to view the rest of your Page. See how Mashable keeps the same message, even after I became a fan? That is NOT a well-thought-out user experience:
This clothing brand obviously put a lot of thought and time into designing a visually compelling default landing tab for their Facebook Page. But even after I became a fan, I could still see a message asking me to “Like” the Page. It would be a much better user experience if I saw a new message saying “Thanks for becoming a fan of Forever 21! Now you will get the skinny on fab fashion and stylish savings, directly in your newsfeed” Or something alone those lines…
This Page belongs to a social media agency and I personally love all of the content they share about the industry. But I was a bit disappointed in this tab on their Page. It seemed like a nice idea at first, but failed in the user experience category. After becoming a fan, the user still sees a message begging them to Like the Page. Even the arrow graphics are still pointing in the direction of the Like button, but it has disappeared!
What could these Pages have done differently to avoid this problem?