The invention of Facebook boomed the dynamic world of social media. Suddenly, a whole new world was created inside a few inches of screen that became critically important in most people’s lives.
The number of Facebook likes was directly proportional to the number of people viewing the content and, subsequently, the number of engagements. Whether with brands or individuals, a sense of validation was associated with the number of “thumbs ups” received.
But does the psychology behind Facebook likes a few years ago is credible even today? Probably not.
Facebook’s algorithm changes
Sure, brand visibility is enhanced by Facebook likes, and it allows users to keep receiving regular updates related to the brand. Still, the News Feed Algorithm concept has made it troublesome for pages to reach people connected to them.
This update has made it favourable for person-to-person interaction, limiting the person-to-page interaction. In other words, the more the number of likes does not necessarily contribute to more engagement now.
No correlation with revenue
Facebook Likes do not promise more revenue as liking a page is different from visiting a page. Purchasing a product or service is heavily dependent on having a solid and attractive page, but if a user stays on their news feed, banking on likes for revenue is not a great idea.
Effectiveness of Facebook Likes
It is not all grey and no colour. The number of likes might not lead to buying a product or a service, but it does fulfil the fundamental purpose of marketing – Visibility. Brand awareness is enhanced, even by a per cent, when a post appears on a user’s news feed. In other words, the likes will not be a driving factor for a brand’s financial outcomes, but their familiarity is getting feed into users’ minds.
How to step up your marketing?
In today’s media, just a mere media presence is not enough. Marketers today are putting in all their talent and creativity to understand the current trends of this generation and customize their marketing strategies accordingly. Here are a few ideas:
- Polls – These give the audience to choose between options, keeping them interactive.
- Reels – Short videos that educate and entertain your viewers.
- Influencers – Putting people’s popularity to your benefit.
- Memes – One of the catchy ways to make the audience connect with your brand.
Though Facebook likes were a measure for victory up until a few years ago, today, relying on them exclusively and extensively could prove to be an ineffective strategy. Instead, it is better to combine it with better alternatives for a holistic result.