Marketing Terms

Gatekeeping

Gatekeeping refers to controlling access to something, like a community or information.

Gatekeeping meaning: In simple terms, the gatekeeping definition refers to controlling access to something, like a community or information, often to maintain power or authority within that group.

How is Gatekeeping used on Social Media?

On social media, gatekeeping can involve setting standards for participation in online communities, like defining what makes someone a “true fan” or “real follower.” Among Gen Z, it can manifest as determining who is allowed to participate in certain trends or communities.

For instance, someone might post this incredible meal pic on Instagram or TikTok but purposely doesn’t tag the restaurant. It’s like they’re hoarding the secret sauce and gatekeeping the location so nobody else can go.