Oh, Facebook. It seems these days that every person and every business has a Facebook page. With that kind of competition, companies have had to get creative for you, the consumer, to notice their brands. Big companies have been spending big bucks to build fancy Facebook pages that will entice consumers to “like.” Why?
Because they know the power of the Facebook “like.”
Before we explore the power of the “like,” check on these statistics from Facebook to put everything into perspective:
- There are more 500 million active users on Facebook.
- Of those users 50 percent log on any given day.
- The average user has 130 friends.
- People spend over 700 billion minutes per month on Facebook (I assume collectively).
- You “Like” company XYZ
- An update appears on your friends’ feeds: “YOU Likes XYZ”
- This prompts your friends to check it out
- Your friends “Like” company XYZ, too
- Now an update appears on their friends’ feed
- Those friends check it out
- They “Like” company XYZ
- And thus the process continues (as you can see from my terrible illustration to the right).
Think about it: If the average Facebook user has 130 friends, that means that there are 130 possible likes sparked by just your like alone. And if at least one of your friends likes that page, assuming you have a different set of friend, that opens up a whole new 130 likes for that page. All the sudden 1,000 people have seen company XYZ pop-up in their Facebook feeds.
- Click for exclusive viewing. Some companies have become wise and are playing with our natural tendency to be curious about things that are “secret.” Companies like Audi know that if a secret is dangled in front of our noses, we’re going to bite. We “Like” because we want to know what’s under there, darn it! Pepsi also does this by raising your curiosity for a click.
- Like us because we’ll keep you entertained. Ford unveiled a new campaign to sell their 2012 Focus with the use of Doug, the spokespuppet. What is great about this Facebook campaign is that the landing page incorporates the personality of the brand by almost daring you not to like with “Like me. sorry, love wasn’t an option.” They play up the fun and the humor and offer the user the award of entertainment for their click.
- Unique incentives for a “Like.” Facebook Pages like that of Schweppes, of all companies, entice the user to click by offering them a unique prize, in their case a Facebook app for an interesting photo lay-out for your page.
- Click for philanthropy. Yep, even cause-related marketing has got companies racking in the “Likes.” Take Macy’s latest landing page for Mother’s Day for example. A “Like” for Macy’s and they’ll donate $5 to your choice of 5 mom-approved charities. Not only is it great publicity (Macy’s Donates $400,000 to Charity), but it also provides an altruistic incentive to click away AND to recommend to your friends to “Like” them, too.
- “Like” to save. Perhaps the complete opposite of the philanthropic approach to getting “Likes,” companies are playing the “save some money” card and offering users exclusive incentive deals to “Like” them. The Major League Baseball is doing just that, urging people to click by offering them “ticket offers” and “merchandise discounts.” The “Like”-to-save method is a popular way for companies to get those “Likes” as you may imagine.