Are You Ready to Say “Goodbye” to Facebook Likes?

Dalibor Šumiga Behavioral marketing/Neuromarketing, Facebook advertising, Marketing

social media marketing, brand management, influencer marketing, advertising, behavioral marketing, digital marketing

Do you like the pages of all the brands you buy from?

Do you buy the brands of all the pages you like?

Personally, I buy at a supermarket whose page I wouldn’t follow even in my craziest dreams. I don’t need everyday notifications that a pound of meat has dropped from 9.99 to 8.99.

On the other hand, I like the page of my favorite F1 team, but I don’t drive their car.

Facebook has decided to abolish the likes counter on their pages and leave only the number of followers

One of the reasons why Facebook thinks that “following” is a stronger signal than “liking” is that someone can like your page, but also after a while they can decide that they don’t want to follow your posts, although they still like the page.

social media marketing, brand management, influencer marketing, advertising, behavioral marketing, digital marketing

You’ve probably had an opportunity to experience this on your private profiles as well – you don’t want to stop following someone, but their statuses about politics, dogs or children get on your nerves, so you just choose the option not to see those posts in your news feed anymore.

HOW MUCH ARE LIKES WORTH?

A few years ago, with the help of various research agencies, Facebook conducted a survey in order to find out if there is a correlation between liking a brand and our awareness of that brand. They wanted to better understand if raising the brand rating on social media also increases the intention to buy.

The correlation was about 1%.

So, seen from a business perspective, likes are worth almost nothing….

Prompted by this research, our team at Promosapiens conducted an in-depth research on 30 respondents and 117 FB pages and came up with the following data:

  • only 7% of purchases can be linked to liking a site in an indefinite period of time
  • only 1.6% of purchases can be linked to page likes made in the last month

social media marketing, brand management, influencer marketing, advertising, behavioral marketing, digital marketing

When you look at the figures above, the question arises why does any brand still track the number of likes/fans if that number has almost no effect on sales results?

The answer is actually very simple – because brands are run by people….

On our personal profiles, the main metrics of success are likes. What we like to see in our personal promotion, we have automatically transferred to our work as well.

Is that good? Of course not.

Is there anything we can do about it? Hardly….

Change only happens if you really want something or if you’re obliged to do something…