Should you care if nobody “likes” your Facebook post?
So the Marketing Team has different goals depending on the campaign they are running. However, those who are digital marketing professionals know that clients mostly care about Return On Ad Spend (ROAS). Hence, marketers choose to show “likes” as a way of “proof” the ad campaign is doing well but engagement doesn’t necessarily imply increase in sales/profit!
Likes/shares/comments etc., are all a means of getting a consumer to interact with your brand. These interactions are important as they show people are engaging with your brand. Let’s not forget the Facebook algorithm favors posts with higher engagement rates. This allows them to recommend your post to similar type audiences. However, engagement, doesn’t translate directly into sales. If Nike posted 100 sneakers of a new range, there’s a good chance I would take the time to like at least a 10 of them! But that doesn’t imply that I would go out and even buy one! If later on a shoe I “liked” was on sale I would already be AWARE of the shoe and then be quicker to purchase.
Creating brand awareness can be expensive when you are a new brand, it takes time and effort to cultivate an audience that is interested in what you do. Any money spent in that time needs to be considered an investment rather than a loss.
So should we care if people “like” our posts? Yes! If our aim is brand awareness, engagement metrics definitely matter and this is for all start-up brands. For established brands, engagement still matters but not as much as a new brand. For example if I never saw a Nike post on any social media platform I wouldn’t think it doesn’t exist because they have a well established physical footprint. Any leading retail outlet will have Nike and many malls have a Nike retail outlet as well. However, even Nike has competitors and still has to put effort into digital marketing.
Guys, I hope this short post was worth the read to you, you can go to my fb page to find more content on digital marketing, web dev and software dev.
