It’s far from the most important metric.
These days, everyone from your grandpa to your fourth-grade teacher has Facebook. It’s the largest social media platform, and as such, it makes total sense for your business to be present on it. But there’s one area of Facebook that continues to take up more attention than it should, and that’s “likes.”
How to get more likes on your Facebook page is an elusive goal that many marketers spend time running after. Should you post more frequently? Less frequently? Higher-quality photos? Outbound links? Videos only? But what if the answer is simply that you should spend less time worrying about Facebook page likes?
Facebook likes have very little tie with a company’s sales. Marketers may see large brands with large followings and link the two in their mind. But this is a situation where correlation does not result in causation. There are plenty of companies making a large impact without being incredibly popular on Facebook. Furthermore, Facebook’s algorithms make it harder and harder for your content to be seen even if people like your page. As few as 3 percent of people who have liked your page may be seeing what you post. Here are a few Facebook metrics you should focus on instead.
- Engagement with your posts. The more people like your posts, the more people will see them—and that has nothing to do with who likes your page! So, instead of spending time trying to get people to like your page, try to create high-quality content that gets liked and don’t worry about how many people like your overall page.
- How often people click off of Facebook and onto your website. Your website is where your sales page is and where people can actually purchase from you. Therefore, Facebook should really be more like a handshake and an invitation into deeper conversation—not the end point. Post content from your website as a way to get people off of the social media platform.
- How many people watch your videos. If you aren’t using video marketing in some capacity, you should be—but Facebook isn’t necessarily the best place to do so. Take a look at how many people are watching your Facebook live videos, and decide if your time would better be spent on YouTube or Instagram stories. Again, engagement is the name of the game—you could have thousands of people like your page, but if no one’s watching your videos and learning from you, what does it matter?
In conclusion, when it comes to Facebook, page likes are one of the least important analytics. Don’t spend time chasing after vanity metrics; instead, focus in on numbers that will have an actual impact on your company’s sales.