The Value of a Like
A like or a follow is often described as a vanity metric by many marketers. However, I spoke at the LEAD conference at the end of October 2017 as to why likes and follows can be powerful, if likes and follows are “grown” and nurtured correctly.
Starting with growing a community, I think instead of focusing on the question of: “is a follower relevant?”, brands should shift that focus and make it their responsibility to make a follower relevant. What I mean by this is that followers and likes shouldn’t just be grown for the sake of growing numbers, but that they should be grown with relevancy in mind.
For brands to achieve this, it’s simple (but a long journey, if they haven’t done this from the start), which is to stay true to their brand values and believes. That means that with every piece of content that a brand pushes out, whether it’s a sales message, or a brand message, the text, image, and the overall feel of the post needs to emanate the values and beliefs of the brand. If we think of very successful influencers, especially on Instagram their image is very well curated, and they attract followers based on shared beliefs, inspirations and values.
This should be no different for brands. Social media is a relationship platform, it is a platform to start and have conversations. Very often brands make the mistake of treating social media the same way they would other more one-way mediums of communications, focusing on reaching as many people as possible, instead of realising that social media is all about making meaningful connections.
But this is where things go wrong, by reaching “as many people as possible” brands are building irrelevant communities. By sticking to their beliefs and values, however they will reach relevant communities that share the same commonalities.
So, what are the benefits, of perhaps reaching less people, but more relevant? That’s engagement, and engagement rate. The more your community believes in you and has an emotional connection with you as a brand the more they will share your posts, and join conversations. This then turns very simply into valuable word of mouth and its again word of mouth with further relevant people.
There is also an advantage from a paid perspective. As audiences on social grow, platforms like Facebook give you the ability to target “lookalike audiences” that is target a new audience which shares commonalities with those that already like your page. This means as an advertiser you can target at scale people that are more likely to convert into likes and potential customers, because they share commonalities with those that have already done so.
And the bottom line is simple, people that believe in your brand will convert into paying customers and if properly nurtured they will become brand advocates, sharing your messages because they have a feeling towards it.
And let’s face it an emotional bond is harder to break.
At iflix we believe in making these emotional connections and sharing our content in a truthful manner which shows our core values of being playful, brave, simple, curious and real. With every piece of content our aim is to entertain (playful) as well as share news about the latest film or TV series available on the platform. We aim to be a little bit daring and out of the box with our executions and campaigns (brave), but ultimately keep it relatable (simple and real) and whenever possible aim for engagement to learn more about our followers and what they like (curious). In doing so we hope to attract fans who also believe in having fun and not taking life too seriously. Ultimately in sharing content underpinned by our values, we hope to be building a social iflix tribe, with a stronger emotional connection and bond between us.
So my challenge to those that question whether a follow or like is important, or state that it’s just a vanity metric, is why are you not focusing on growing a relevant community who relates to your values?
– Jackie Balchin, Global Social Media Manager