After Facebook launched its new algorithm and fan pages started gaining less and less organic reach, marketers began shouting that Facebook likes are dead and they don’t matter anymore. That it is just a waste of your resources and, if you want to achieve any success with Facebook marketing, you need to use paid advertising and forget about Facebook likes.
And they are right at some point. Maybe Facebook likes do not serve the same purpose as it used to several years ago, but it still provides huge value. And I can say from my experience that it may have a significant impact on your Facebook marketing campaign. Personally, I see at least 3 reasons why Facebook likes are still important for my marketing campaign.
It helps understand your audience
Yep. If you have a decent amount of Facebook fans, you can find really interesting insights about your audience through Audience Insights. You can filter them by age, gender, location, interests, activities and many more parameters. It could be a great tool helping to shape your ordinary clients’ profile and behaviour. It will make the life so much easier when promoting your content through paid advertising. And you can even spy your competitors’ pages to find out wat kind of audience they have.
If someone still hasn’t used this tools, it could be found in your Facebook Ads Manager account under Tools→Audience Insights.
By the way, don’t forget that in order to receive as accurate insights as possible, you must have a fanbase of people who really like your brand or product, not some random people gathered from suspicious third party sources. It is always about targeting right people.
It could be one of the targeting options with Facebook Ads
Why the hell should I target people who are already fans of my Facebook page you would say? Well, as I mentioned at the beginning, you can reach only a small part of your audience organically. Usually, it is somewhere 1-10% of you total fanbase. So, it means that about 90% of potential customers don’t see your content or haven’t seen it for a long long time. Maybe they were really interested in your product, but after a long time not seeing any messages from you, they just forgot about you. That’s why you need to remind them of yourself. How do you think, who is likely to buy? A random person you are trying to reach by some interests or a person who already showed some interests in your product by liking your page? I am definitely sticking with the second one.
Your content still reaches people organically
Even if it is just a small portion of your total audience, your content still reaches people. Let’s be pessimistic and think that your Facebook page reaches only 1% of the audience. If you have only 500-1000 fans, then yes, reaching 5 or 10 people per post are not worth your time. But let’s say you have 50.000 or even 100.000 fans, then your reach is 500-1000 people. And if your content is really attractive, then there’s a good chance that some of the fans will share your content with their friends. So the reach might jump very quickly or even go viral without spending any money. How cool would be that?
So, these are my three main reasons why I still care about Facebook likes and will always do. I don’t know about you, but for me, it is enough to still believe in Facebook likes. Just don’t forget that everything depends on how targeted audience you have. Always avoid getting fans from an unknown source. Let them grow organically or, at least, use Facebook ads to attract those targeted people and grow your fan base.