Welcome to 2019: the number of likes you get on a post no longer matter. We’ve watched the progression of social media take over, where the only thing people cared about was the number of likes they received on a post. In the world of business, the likes don’t matter–it’s all about the sales you acquire from the number of paid ads you have.
Facebook has made some big changes. The number of likes on a post doesn’t matter to them either, meaning they won’t move the post organically simply because it has a lot of likes. With billions of users on Facebook every month, attaining likes is simple. If you want your post to move, your post has to have engagement. This includes anything from comments to post shares to tags.
Changes Facebook Made
In the past, if ten percent or more of your business page’s followers were receiving your post on their newsfeeds, that number is now only about one percent at best. There is simply too much content. They decided to show what they call “meaningful conversation,” which is whatever creates a discussion on the platform. This ties back into the fact that likes just don’t cut it anymore, and people can’t really have discussions when liking things. Facebook killed the organic reach as it used to be, which is why Facebook encourages engagement now over likes.
Why They Did This
Part of the reason behind Facebook’s decision to stop caring about the number of likes is because it’s no secret that people buy fake likes. Instagram and Facebook are riddled with fake accounts, thus often times the likes received are fake. There are apps on the market that, when downloaded, automatically give likes to a post. With fake likes, Facebook understood that the integrity of the likes wasn’t there. Thus, engagement became one of the most important factors when moving a post.
Facebook fights for keeping people on its platform for as long as possible. This is why they “recommend” videos that are three minutes in length. Their issue with likes was that it takes half a second to click the like button while you scroll, meaning you probably didn’t take in all of the information from the video. Taking the time to write a comment, reading other comments and replying to them, and sharing the video takes longer and shows that you actually understood the content.
Creating More Meaningful Interactions
Have you received notifications saying “someone commented on a post you follow,” and have you wondered why that pertained to you? This is because Facebook wants you to read the comment and reply back to it, thus creating a meaningful conversation.
There are Facebook pages that have 100 likes, but still manage to move posts well. This ties into the fact that businesses with a good relationship with their customers tend to be very popular. When a business responds quickly and is courteous and informative, people generally enjoy purchasing products from them. Because of this, they might comment on their page or share it with their friends. On the other hand, a business page can have thousands of likes but their posts don’t have any sort of organic movement. It’s all about the customer, and they enjoy feeling like they matter to a business.
All About Sales and Conversions
In the end, sales and conversions are what matter. Conversion marketing refers to tactics that encourage customers to take specific action, “converting” a person browsing your website into a purchaser of your product or service. The better your post moves on social media, the more conversions are bound to be made. Conversions lead to sales which lead to more money in your pocket at the end of the day. While organic movement matters, what really matters is the end result.
Paid ads, retarget marketing, and conversion campaigns are what matters most. Paid advertising is any kind of advertising that you have to pay for, instead of owned or earned advertising. Retargeting is a form of online advertising that can help you keep your brand in front of bounced traffic after they leave your website. Conversions campaigns can be used to target add-to-cart, sign ups, and generate leads. These are all ways to make money.
The Era of Likes is Over
Likes don’t make you money, and they won’t necessarily move your post organically anymore. All of the ways listed above come from engagement. If you treat your customers with respect and truly appreciate their business, they will help you in return. Always remember to encourage your customers to write reviews on Google My Business, Yelp, Facebook, and anywhere else where other people can see it. That’s one surefire way to get the attention of new customers. Positive reviews are the lifeblood of a growing business.
Paid Ads Are Your Friends
Always have a marketing budget for paid ads. If you want more sales, you must invest in paid ads. By creating unique ad campaigns, it builds audiences that allow you to retarget them. When you retarget them, it allows you to be consistent with them and their business.
Continue to manage your social media profiles with the help of a professional. Facebook and social media advertising is a specialty. Anybody can create an ad, but not everybody can create a successful one. The difference between the two is the difference between profit and loss, and odds are you want the former over the latter.