If your company is wanting to start using Facebook regularly, keep in mind that you’re a little late to the game.
There are 2.32 billion monthly active users on Facebook worldwide and 1.52 billion of those people log onto Facebook daily. This makes Facebook the leading social media platform by a long shot, and one of the best platforms to reach your audience.
Even though Facebook has been around for a while, we have lots of clients asking us questions about the platform.
The big question:
What’s the difference between a Facebook like and follow?
Which leads to a series of other questions: Is it possible to like a page but not follow it? Can you follow a page but not like it? Can users prioritize my content? Can you follow a personal profile? Does it even matter?
To put it simply, yes.
When someone likes a page on Facebook, they are by default also following it. When you click that like button on your favourite musician, clothing company or brand, you now are subject to the content that said page is producing. Seems simple enough.
However, if users don’t want to see all of that content, there is an out. Beside every like button lives a follow button. All the user has to do is click the unfollow button and *poof* your content won’t show up on their feed anymore. Facebook users have the power to control how often they see your content, if at all.
In addition to this, profiles can follow a page without liking it. This feature was designed for profile to profile exchanges but still works for pages. You can follow what someone is doing without friending them on Facebook. This happens less for pages, but it’s still something to keep in mind when you think about your audience.
But there is hope!
If a user follows your brand and clicks see first, Facebook will prioritize your page’s posts and content above other pages and profiles. You could have users actively deciding they want to see your work first and foremost when they log into Facebook. This is the most valuable type of like for a page to have in 2019.
What does this mean for brands?
Well, it means that you can have people who like your page, but they’re not seeing your content at all. Which, arguably, is the main reason why you would create a Facebook page in the first place.
If your likes are significantly higher than your followers, this may reveal why you aren’t reaching as many users online.
In 2019, Facebook is a pay to play platform. If you want to reach a larger audience, you’re going to have to pay for it. Luckily, a little also goes a long way. Don’t be afraid to boost posts that are performing well on your page. There’s a reason for it and you’ll probably see the payoff of putting a few bucks behind it.
Don’t forget about your loyal followers.
A lot of clients will discuss their desire to reach a new audience. This is all fine and dandy, but don’t forget about your loyal followers. We sometimes forget the people who have been following our content for a long time, even since the very beginning. Keep in mind the value of loyalty. Having content designed specifically for your dedicated followers will leave them feeling valued and keep their hand away from the unfollow button.
It’s important to keep your content engaging and relevant to your audience. Consumers don’t like feeling like they’re being constantly sold to. They went out of their way to like and follow your page, now you have to keep that interest. Creating content that users want to engage with can be tricky at times, but worth it for your business in the long term.