The number of likes shows how popular your brand is on the social network. This is the opinion most marketers have. But are they that right? Let’s figure it out, because this topic needs confirmation — you need likes or they don’t play any role for the development of your brand, more on free likes.

Why Facebook is chosen for promotion

In order to measure the performance of Facebook, we should refer to the following diagram:

The graph shows that the traffic of this social network has more than doubled.

But is it effective for marketing? Let’s focus on a few points.

The idea is how high your website is converting specifically for Facebook, not all social media in general. If we compare Facebook with other social networks, then it can be noted that the network in question is significantly ahead of its competitors. It is for this indicator that many owners of their own business plan to promote on Facebook.

I would like to say a separate word about referrals. These are the users who share information about your site in their feed, and they can also like the information on your site. But can we accurately determine the number of likes and determine how effective they are for your resource.

Most marketers agree that promoting a website on Facebook is only worthwhile because it has the largest audience reach compared to other networks. And in fact, it is. Today, Facebook has 1,230,000,000 registered users who have joined the network in the last month. Agree that this is a pretty impressive figure.
But is the total number of users relevant to the promotion of your site? It is not enough to be part of the universal web. It is important that this brings some benefits, thanks to your activities.

Reasons Against Facebook Like

There are some compelling reasons why Facebook Likes will not do you any practical benefit.

Those who like it may not see your page at all. They can simply see the information they like in the feed and like it, because for them this is a familiar thing. Getting a Like is actually quite easy, but getting people to visit your page isn’t easy. According to analytical data, only 1% of users visit the promotion page.
If you gain tens of thousands of subscribers, then this will not provide the desired level of conversion. It will be nice if out of a thousand people, only 1 visits your site.

2. The number of subscribers will not increase the number of your orders.

There are two categories of subscribers — those who just follow and those who actually discuss your page.

The main advantage of likes is that it is a free way to promote. The main importance of a group of followers on Facebook is not in the number of users, but in their activity.

3. Members of the subscription do not promise to place orders Even people who have liked your page do not guarantee their engagement from a commercial point of view. And do not forget that if a person liked you, then he really viewed your page.

4. Getting a large number of customers by deleting a Facebook page

There was such an example when the EAT24 company deleted its Facebook page and in a week more than 70 thousand new subscribers came to their site. That is, if earlier users found out about the company’s news only on the social network, then after deleting the account, people began to look for other available ways to find out news about the company, and doing this on the official website is much more effective, since there is a real opportunity to place an order.

5. Does it make sense to spend money on website promotion on Facebook?

It has been proven by marketing analysts that it takes a lot more money to acquire subscribers than to acquire website readers.

All these possible disadvantages of website promotion on Facebook indicate that this service from the point of view of business marketing, cannot meet the needs of website owners.