Reveal Tab: The Secret Phrase That Will Cut Your Facebook Advertising Cost In Half

So you’ve taken the time to boost your Facebook fan base and you’re investing heavily in purchasing Facebook ads. Whether it’s a few dollars a day or thousands, you are probably spending too much. Yes, you may have implemented a number of techniques, including a Facebook page landing tab, however aside from simply prompting users to click on the “Like” button, you should prompt them with something called a “reveal tab”. Reveal tabs are a way to get Facebook users over the hump of liking your Page. Not only do you need to tell the user to like your page but you also need to tell them why they should be liking it. The greater the incentive, the greater the conversion.

Back in June, Dennis Yu explained how his company was able to drive over 40,000 fans to a Facebook Page in only 4 days. Was it a miracle? No! Was Dennis using every technique in the book to reduce the cost of advertising and boost conversion? Of course! One of the most critical steps is developing a reveal tab. As pictured below, a reveal tab is a great way to convince users to click “Like”. Rather than just asking them to perform the action, you give them a reason to complete this step. Given that you could be spending as much as $1.00 per click on your Facebook advertising, you want to ensure that you can convert as many users as possible.

-Incentivized Like Tab-

Let’s do some basic math to illustrate why these custom reveal tabs are so powerful. Let’s say you are spending $10 a day on Facebook advertising. You decide to bid $0.35 per click. Each time the user clicks on the ad, they will be driven to your custom Facebook Page landing tab. Let’s say that you blow through your $10 budget on the first day and attract 29 clicks, for an effective cost per click of approximately $0.34. Out of those 29 clicks, only 5 became fans. That means your cost per fan was $2. After reading this blog post and implementing a reveal tab on your Facebook Page, you notice that you were able to convert 10 fans on the second day at the same cost per click. Suddenly your cost per fan has dropped to $1.00.

By implementing the reveal tab, you’ve effectively cut your cost of Facebook advertising in half. While $1 per fan is still a bit higher than I like to spend on each fan, this is not an unrealistic performance boost. In fact, we’ve seen the cost of many advertising campaigns drop by upwards of 67 percent after implementing a Facebook Page reveal tab. In later posts we will be illustrating various types of reveal tabs that will dramatically boost your Facebook Advertising campaign performance. In the meantime, create a reveal tab of your own and watch your cost per fan drop like a rock.

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1720723 Comments2010-08-17+15%3A28%3A48Nick+O%27Neill »

I tried a relatively primitive version of the reveal tab idea using Dennis Yu's post as a guide. Success rate was a bit better than usual, but still wasn't the kind of conversion I was hoping for. The real key is "What content are you hiding/revealing and does it interest people?"

Looking forward to your upcoming tips.

Comment by Matthew — August 17, 2010 @ 7:57 am
I consider reveal tabs a bad practice. With all the recent spam pages using this approach you have to be careful not to hurt your image.

Also I wonder what you get in real conversions (meaning people actually buying your product, service etc.): I expect a lot of people just liking your page to reveal something and then feeling tricked into doing so when the revealed stuff is really not that great.

I think the reveal tab is an unnecessary barrier for creating a lasting relationship with a fan.

I have no numbers on that though so I'm curious to see some real-world figures in your upcoming posts and I hope they go beyond "we got a gazillion fans".

Comment by matt2314 — August 17, 2010 @ 8:13 am
Maybe. The few times I have encountered the "like" to see strategy, it has left me with a negative impression…that whatever it is won't be worth it, hence the need to do it. I left without "liking".

Comment by Bob — August 17, 2010 @ 8:40 am
I agree with Matt. I think the reveal tabs are too close to spam marketing.

Comment by Kelly Shane Pickell — August 17, 2010 @ 9:17 am
Here's what I see in a reveal tab. I get a postcard from my local a local store saying I can buy an "XYZ widget for my home and it's the best widget ever, but to find out what this widget is and does I have to go to my XYZ widget dealer to see it. When I get there I enter my secret code from my post card only to reveal something I don't need or want and I feel like I've been baited and switched!

IJS… If we write GOOD/better ads up front that are congruent with the content on the page the prospect/suspect is going to then they should buy. My suggestion write better ads on the front end, get conversion on the back end. PS ALWAYS provide a phone number to help reduce shopping cart abandonment ….

Comment by Forrest Anthony Knig — August 17, 2010 @ 11:22 am
I question the idea of paying for Facebook ppc ads to get people to like your page. You're paying Facebook to keep the traffic within Facebook.

Seems like a great way to make money – for Facebook.

I agree with the comments about reveal tabs. What have you got to hide? If you provide quality content with a high value user experience, no tricks are required.

Just my thoughts…

Comment by Jennifer — August 17, 2010 @ 8:01 pm
This is exactly the sort of behaviour on pages that I despise. "To see this content, click Like".

By definition, liking something is showing approval for it. Asking me to like it before I see it means that you're about as confident in your message as a spammer.

Thanks for encouraging this All Facebook, it's a good method for seeing which companies don't deserve my attention.

For part 2, you should encourage companies to include phrases like "See who views your profile", "Add an unlike button", and "Shocking Justin Beiber video!" for maximum effect

Comment by Damian Connolly — August 18, 2010 @ 12:22 am
I think that perhaps the example illustrated in the article is misleading. The sketchy look of that particular page does not help. Using this technique does not necessarily mean you hide or bait and switch someone. You could provide a few more details, and you don't have to use that particular call to action.

Comment by Luddz — August 18, 2010 @ 3:50 am
The impact of these types of tactics is going to diminish over the next few weeks as the page tabs change to the narrower format leaving more usable space on each page for the user to interact with.

Comment by Erik Giberti — August 18, 2010 @ 6:02 am
I've actually seen Gap using it for one of their tabs. (http://www.facebook.com/gap#!/gap?v=app_10467688569)

I think it's a great idea depending on how you phrase it and what you are offering. Perhaps the above image example isn't the best in terms of convincing people that this doesn't have to be an aggressive way to gain fans.

My question is how do you go about creating this reveal tab?

Comment by Kate Dickman — August 18, 2010 @ 6:05 am
Also, note how Gap does it in their tab that I posted above. They allow the user to feel like they are getting exclusive sneak peeks and incentives if they become a fan. They're not forcing them to like the page in order to see all of it but simply saying you'll get "more" if you do. That's an effective way to utilize this feature in my opinion.

Comment by Kate Dickman — August 18, 2010 @ 6:08 am
Is there an application that I can use to create a reveal tab?

Comment by LauraLou — August 19, 2010 @ 12:00 pm
I believe social works when it is the most transparent to the consumer….this sort of blurs that, no pun intended….

Alyson O'Mahoney

Robin Leedy & Associates PR/Social Media

Comment by Alyson O'Mahone — August 26, 2010 @ 12:28 pm
Reveal pages really turn me off to someones page. They come across as way too spammy. I could see why you'd want one for your own page, but I think I'll stay away from them for now as I don't like the negative association with them.

Comment by Ethan — August 26, 2010 @ 5:26 pm
How do you write code for different pages under one tab and tell Facebook what to show whether they are a fan or not?

I can’t figure this out. I have a note telling people to like the page, but how do I remove it once they are already a fan?

Comment by Alex Goyk — September 3, 2010 @ 12:04 am
To say a reveal tab is inherently spammy is to generalize all marketing as spammy. More accurately, a reveal tab can be used properly or deceptively.

For example, Skittles and Carls Jr use reveal tabs to unlock coupon codes and prizes. Thus, you become a fan in order to get fan-only discounts and specials. Yet, there are also those folks who use a reveal tab– promising things that they deliver upon the reveal. That's not only bad marketing, but something Facebook notices in their metrics when people like and unlike a tab.

Incidentally, the person who coined the term "reveal tab" is Matt Monahan, part of the original Stanford marketing class by BJ Fogg– it was that class that did some truly innovative things in Facebook marketing, building some of the largest apps at the time. We should get Matt's opinion on what is a good and poor use of a reveal tab. After all, it was his concept.

Comment by Dennis Yu — September 3, 2010 @ 10:55 pm
[...] fans you get each day? One way to improve your conversion of new visitors into fans is by adding a reveal tab, a feature that we previously covered. However, we’ve yet to describe how to actually create [...]

Pingback by How To Create A Facebook Page Reveal Tab — September 15, 2010 @ 11:11 am
the reveal tab is actually a great way to operate legally within facebook's promotional guidelines to run a contest w/o a third party app. you can require someone to like your page to see the entry instructions or what not and where to submit their email which doesn't violate facebook's rule that you can't require someone to like your page specifically as a way to enter. the little difference was actually brought to my attention by the facebook promo guidlines. it's one extra click to enter a sweepstakes or what not, and in my experience, the response has been great.

Comment by Judy — February 8, 2011 @ 3:46 pm
[...] some have suggested that this could kill off reveal tabs, Facebook still enables such functionality through the API although it’s a bit more [...]

Pingback by Facebook Page iFrames: What You Need To Know — February 14, 2011 @ 11:32 am
Judy – Thanks so much for speaking to this. I have been looking for this type of info everywhere. Could you please explain in greater detail? Regarding the entry instructions, do you recommdend directing the fan to an alternate URL to enter? Do you know if it's a violation of Facebook's terms and conditions to create a promotion using the Static FBML application as a tab? Is that considered a third party app? Thanks?

Comment by Lindsay — February 17, 2011 @ 9:28 am
I'm not going to argue with numbers. If a properly created reveal offers a great incentive and converts visitors to fans…I'm all for it. Thanks.

Comment by Samira Tu'Ala — April 2, 2011 @ 6:49 pm
[...] This practice is used widely throughout retail venues. A couple weeks ago, CoastalContacts.com gave away 10,000 pairs of eyeglasses to Facebook users who liked their page and saw the special coupon code. Jimmy Dean and other grocery brands often hide coupons behind a reveal tab. The practice earns these companies a strong fan base and plenty of free, or nearly free, advertisement. [...]

Pingback by The New Yorker Offers Facebook Fans-Only Articles — April 12, 2011 @ 9:29 am
Bad ASS comments!!!!

Comment by Will — April 13, 2011 @ 2:36 am

RSS feed for comments on this post. TrackBack URL

I tried a relatively primitive version of the reveal tab idea using Dennis Yu's post as a guide. Success rate was a bit better than usual, but still wasn't the kind of conversion I was hoping for. The real key is "What content are you hiding/revealing and does it interest people?"

Looking forward to your upcoming tips.

Comment by Matthew — August 17, 2010 @ 7:57 am

I consider reveal tabs a bad practice. With all the recent spam pages using this approach you have to be careful not to hurt your image.

Also I wonder what you get in real conversions (meaning people actually buying your product, service etc.): I expect a lot of people just liking your page to reveal something and then feeling tricked into doing so when the revealed stuff is really not that great.

I think the reveal tab is an unnecessary barrier for creating a lasting relationship with a fan.

I have no numbers on that though so I'm curious to see some real-world figures in your upcoming posts and I hope they go beyond "we got a gazillion fans".

Comment by matt2314 — August 17, 2010 @ 8:13 am

Maybe. The few times I have encountered the "like" to see strategy, it has left me with a negative impression…that whatever it is won't be worth it, hence the need to do it. I left without "liking".

Comment by Bob — August 17, 2010 @ 8:40 am

I agree with Matt. I think the reveal tabs are too close to spam marketing.

Comment by Kelly Shane Pickell — August 17, 2010 @ 9:17 am

Here's what I see in a reveal tab. I get a postcard from my local a local store saying I can buy an "XYZ widget for my home and it's the best widget ever, but to find out what this widget is and does I have to go to my XYZ widget dealer to see it. When I get there I enter my secret code from my post card only to reveal something I don't need or want and I feel like I've been baited and switched!

IJS… If we write GOOD/better ads up front that are congruent with the content on the page the prospect/suspect is going to then they should buy. My suggestion write better ads on the front end, get conversion on the back end. PS ALWAYS provide a phone number to help reduce shopping cart abandonment ….

Comment by Forrest Anthony Knig — August 17, 2010 @ 11:22 am

I question the idea of paying for Facebook ppc ads to get people to like your page. You're paying Facebook to keep the traffic within Facebook.

Seems like a great way to make money – for Facebook.

I agree with the comments about reveal tabs. What have you got to hide? If you provide quality content with a high value user experience, no tricks are required.

Just my thoughts…

Comment by Jennifer — August 17, 2010 @ 8:01 pm

This is exactly the sort of behaviour on pages that I despise. "To see this content, click Like".

By definition, liking something is showing approval for it. Asking me to like it before I see it means that you're about as confident in your message as a spammer.

Thanks for encouraging this All Facebook, it's a good method for seeing which companies don't deserve my attention.

For part 2, you should encourage companies to include phrases like "See who views your profile", "Add an unlike button", and "Shocking Justin Beiber video!" for maximum effect

Comment by Damian Connolly — August 18, 2010 @ 12:22 am

I think that perhaps the example illustrated in the article is misleading. The sketchy look of that particular page does not help. Using this technique does not necessarily mean you hide or bait and switch someone. You could provide a few more details, and you don't have to use that particular call to action.

Comment by Luddz — August 18, 2010 @ 3:50 am

The impact of these types of tactics is going to diminish over the next few weeks as the page tabs change to the narrower format leaving more usable space on each page for the user to interact with.

Comment by Erik Giberti — August 18, 2010 @ 6:02 am

I've actually seen Gap using it for one of their tabs. (http://www.facebook.com/gap#!/gap?v=app_10467688569)

I think it's a great idea depending on how you phrase it and what you are offering. Perhaps the above image example isn't the best in terms of convincing people that this doesn't have to be an aggressive way to gain fans.

My question is how do you go about creating this reveal tab?

Comment by Kate Dickman — August 18, 2010 @ 6:05 am

Also, note how Gap does it in their tab that I posted above. They allow the user to feel like they are getting exclusive sneak peeks and incentives if they become a fan. They're not forcing them to like the page in order to see all of it but simply saying you'll get "more" if you do. That's an effective way to utilize this feature in my opinion.

Comment by Kate Dickman — August 18, 2010 @ 6:08 am

Is there an application that I can use to create a reveal tab?

Comment by LauraLou — August 19, 2010 @ 12:00 pm

I believe social works when it is the most transparent to the consumer….this sort of blurs that, no pun intended….

Alyson O'Mahoney

Robin Leedy & Associates PR/Social Media

Comment by Alyson O'Mahone — August 26, 2010 @ 12:28 pm

Reveal pages really turn me off to someones page. They come across as way too spammy. I could see why you'd want one for your own page, but I think I'll stay away from them for now as I don't like the negative association with them.

Comment by Ethan — August 26, 2010 @ 5:26 pm

How do you write code for different pages under one tab and tell Facebook what to show whether they are a fan or not?

I can’t figure this out. I have a note telling people to like the page, but how do I remove it once they are already a fan?

Comment by Alex Goyk — September 3, 2010 @ 12:04 am

To say a reveal tab is inherently spammy is to generalize all marketing as spammy. More accurately, a reveal tab can be used properly or deceptively.

For example, Skittles and Carls Jr use reveal tabs to unlock coupon codes and prizes. Thus, you become a fan in order to get fan-only discounts and specials. Yet, there are also those folks who use a reveal tab– promising things that they deliver upon the reveal. That's not only bad marketing, but something Facebook notices in their metrics when people like and unlike a tab.

Incidentally, the person who coined the term "reveal tab" is Matt Monahan, part of the original Stanford marketing class by BJ Fogg– it was that class that did some truly innovative things in Facebook marketing, building some of the largest apps at the time. We should get Matt's opinion on what is a good and poor use of a reveal tab. After all, it was his concept.

Comment by Dennis Yu — September 3, 2010 @ 10:55 pm

[...] fans you get each day? One way to improve your conversion of new visitors into fans is by adding a reveal tab, a feature that we previously covered. However, we’ve yet to describe how to actually create [...]

Pingback by How To Create A Facebook Page Reveal Tab — September 15, 2010 @ 11:11 am

the reveal tab is actually a great way to operate legally within facebook's promotional guidelines to run a contest w/o a third party app. you can require someone to like your page to see the entry instructions or what not and where to submit their email which doesn't violate facebook's rule that you can't require someone to like your page specifically as a way to enter. the little difference was actually brought to my attention by the facebook promo guidlines. it's one extra click to enter a sweepstakes or what not, and in my experience, the response has been great.

Comment by Judy — February 8, 2011 @ 3:46 pm

[...] some have suggested that this could kill off reveal tabs, Facebook still enables such functionality through the API although it’s a bit more [...]

Pingback by Facebook Page iFrames: What You Need To Know — February 14, 2011 @ 11:32 am

Judy – Thanks so much for speaking to this. I have been looking for this type of info everywhere. Could you please explain in greater detail? Regarding the entry instructions, do you recommdend directing the fan to an alternate URL to enter? Do you know if it's a violation of Facebook's terms and conditions to create a promotion using the Static FBML application as a tab? Is that considered a third party app? Thanks?

Comment by Lindsay — February 17, 2011 @ 9:28 am

I'm not going to argue with numbers. If a properly created reveal offers a great incentive and converts visitors to fans…I'm all for it. Thanks.

Comment by Samira Tu'Ala — April 2, 2011 @ 6:49 pm

[...] This practice is used widely throughout retail venues. A couple weeks ago, CoastalContacts.com gave away 10,000 pairs of eyeglasses to Facebook users who liked their page and saw the special coupon code. Jimmy Dean and other grocery brands often hide coupons behind a reveal tab. The practice earns these companies a strong fan base and plenty of free, or nearly free, advertisement. [...]

Pingback by The New Yorker Offers Facebook Fans-Only Articles — April 12, 2011 @ 9:29 am

Bad ASS comments!!!!

Comment by Will — April 13, 2011 @ 2:36 am

Reveal Tab: The Secret Phrase That Will Cut Your Facebook Advertising Cost In Half

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Follow AllFacebook

Send us a Tip

Social Media Jobs

Let your next job find you!

Featured Company

Jobs of the Day

Digital Strategist

Digital/Social Media Manager - Entertainment

Social Media Coordinator

See all jobs

Upcoming Events

1720723 Comments2010-08-17+15%3A28%3A48Nick+O%27Neill »