Since the emergence of Facebook for brands, the thinking has been that, no matter what, it’s important to have a large fan base. As a result, many local marketing experts devoted a lot of their time and money to promotions that were aimed at getting more fans. However, it turns out that the majority of people who “like” a brand page do so because they really like the company.
Some of the other top reasons people “like” a brand on Facebook
- To receive regular updates from the companies I like
- To share my interests with others
- To get a discount or a coupon
- To share my personal experiences
What the New Data Means for Brands
One reason we love local social media marketing is that the rules are always changing. The research findings are one indication to brands that you can start spending less time and money trying to acquire new followers. Instead, more of your resources should be used to cultivate your brand identity on Facebook. If people on Facebook actually like your brand, you’ll attract followers anyway.
In fact, people who “like” your Facebook page because of a special promotion may be less engaged, and less likely to tell their friends about your company, in the long run.
Focus on Outstanding Original Content
Make sure you reward your Facebook followers with original content that adds value to their Facebook experience. People appreciate visual content that’s easy to share with their friends and followers. Above all else, make sure that you’re not copying content from other sources. To set yourself apart on Facebook, you need to engage your followers with your own content.
Use Ads to Build Your Brand Identity
The data isn’t telling us to give up on Facebook advertising altogether. Facebook ads can be used to show Facebook users what your brand stands for. If they like your message, they’ll probably “like” your brand page. Unfortunately, the success of Facebook ads is measured by the number of clicks it gets. However, with this type of brand advertising, users are less likely to click on your ad. With a coupon ad, on the other hand, many people click on the ad to get the deal.
For this reason, Facebook has begun to use other metrics besides the click-through rate to measure ad success. In fact, Facebook has recently announced that it plans to streamline its ad options, which will make it easier for you to determine the best method of advertising for your brand.
In the meantime, you can rest assured that it’s likely that the majority of your company’s Facebook fans actually like you.