Why Likes Don’t Matter for Engagement Metrics
If you’re a frequent Facebook or Twitter user and a marketing manager, you’ve experienced the scenario well. Suppose you post a fantastic photo, a funny joke, or a beautifully written message. And then you sit for your post, resulting in a surge of comments and clicks.
As part of engagement metrics such as likes, they are an easy measure to monitor. Companies launch campaigns to boost the number of likes on their pages and then keep track of the number of likes they receive over time to gauge their effectiveness. According to the legend, the more people like a brand’s page, the more people signal their intention to purchase and engage with the company. Furthermore, get one person to love your brand, and you might also convince her family and friends to try your brand also. But are these assumptions correct?
Recent research suggests that likes, as one of the main characteristics of platforms such as Facebook, are of no use in forecasting the behavior of consumers. Sure, having people click the thumbs-up icon could feel like validation. However, that action does not suffice to cause people to be engaged and invest more in your brand in the long run click here.
Survey Says Likes Don’t Matter
To determine the impact of social media on behavior, researchers from Harvard Business School conducted multiple studies that involved more than 18,000 participants. Their goal was to discover what the people would do without the brand and what they would have done who followed it. In one of their initial research studies, they invited half of their participants to join the brand’s new page on Facebook, while the other half were not asked. After that, both groups received an offer for a complimentary sample.
Did the people who loved the brand use the coupons more often? Not at all. Researchers have found that the claimed sign of interest (liking this page) does not affect the coupon redemption rate.
They examined whether liking a brand’s page on Facebook increases the chance that friends of the person will also be more likely to connect with the brand. To test this, researchers sought out 700 people who have recently liked a brand to supply the email address of three of their friends. Each member received a discount coupon.
In a different study that researchers conducted
A few recipients were informed that their friend had liked the brand on Facebook and had sent the coupon to them; Others had been told the user was a fan of the brand within terms of the “conventional, offline sense” The final group was only told that the person had sent the coupon. Interestingly, the group said they liked their brand’s profile on Facebook and were the least likely to redeem the voucher. Rate (4 percent).).
The group who was informed that the acquaintance liked the product in a regular offline manner received a redemption rate. In contrast, the other group recorded an average of 5 percent for redemption. It could be that this indicates that Facebook friends have unfavorable currency, at least when compared to traditional referrals.
In a different study, researchers examined whether the investment made by brands. In their Facebook presence results in more engagement from those who are fans of the brand. Because Facebook’s algorithm prevents branded content from landing in your news feed organically. Something the Content Standard has discussed previously–researchers hypothesized that brands often misjudge the effects of their social media efforts.
The researchers collaborated with an insurance company that encourages healthy behavior with the points and rewards system. The researchers found no differences in the number of points earned by those. Who were part of the Facebook page and those who didn’t, but there was one exception. When a company paid for an advertising message for its members, points earned increased to 8 percent.
“Put another way, liking a company that offers flu shots does not translate into getting a flu shot,” according to the study. https://techniest.com/
However, if you pair this with an ad-funded Facebook advertisement. You have a greater chance of driving users to take a move.
A Better Strategy
What these studies have shown isn’t an unimaginable feat of science. Marketing experts have always warned against engaging metrics like the number of page likes. Impressions, or videos to gauge the actual effectiveness online. In simple terms, views or views do not translate into actions. Instead of obsessing over likes or views, bear your mind on the following steps.