The value of a Facebook ‘Like’
Over the last five years Facebook has become the unrivalled king of social media and an important platform for brands to engage with potential customers. Facebook has become so integral to marketing, that a brand’s popularity is often determined by the amount of ‘likes’ their Facebook page has. This results in copious amounts of time (and effort) being spent capturing the attention of as many of Facebook’s 864 million average daily users as possible, but just how valuable is a page ‘like’ to a brand?
In an ideal world everyone who ‘likes’ a brand’s Facebook page would interact with the content produced by that page, they would comment on every post, share content with all their friends, and declare their love for the brand from the rooftops. The unfortunate reality is that some posts will never appear on fan’s feeds because Facebook’s News Feed algorithm filters the content seen by users.
“The stories that show in your News Feed are influenced by your connections and activity on Facebook. This helps you to see more stories that interest you from friends you interact with the most. The number of comments and likes a post receives and what kind of story it is (ex: photo, video, status update) can also make it more likely to appear in your News Feed.”
Here’s a quick guide to help get your posts seen by as many fans as possible:
How to get your Facebook posts to takeoff.
Your post is more likely to appear on News Feeds if:
- The post has been ‘liked’ and commented on.
- The post references a trending topic.
- The post has received lots of attention in a short amount of time.
- The user interacts with the page often.
How to avoid losing altitude.
Posts are less likely to appear on News Feeds if:
- The post is a text only status update.
- The post contains clickbait or link-bait (sensationalist headlines and links that exploit the curiosity of Facebook users).
- The post is meme content taken from another site e.g. text on image referencing an overused Internet joke or fad.
- The post is too promotional or reuses content from advertisements.
To summarise, it takes more than a page ‘like’ to engage an audience on Facebook. Brands have to consistently produce high quality content and boost their posts onto fan’s News Feeds. If you’ve run into turbulence or simply want someone else to navigate the fog of Facebook for you, get in contact with the crew at Spitfire.
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