Brands and advertisers poured tens, often hundreds, of thousands of dollars collecting Likes, and Facebook had us convinced there was value in doing so. Today, there are various advertising opportunities and objectives, but Likes are still widely considered an indicator of brand loyalty and growth opportunity.
The question remains, however: What is the value of these Likes? This is the million-dollar question, and it’s one that few marketers dare to dive into. We’ve been accustomed to avoiding it, only going so far as to concede that “there’s gotta be some value there.”
In my opinion, there is value in a Like, but maybe not in the way you might think. It can certainly be stated that there is relationship between a follower Liking a brand on a social platform and that follower spending more on the brand than non-followers. But is that relationship one of correlation or causation? Here is…
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