Research by interactive marketing provider ExactTarget has found that 93% of Facebook users click ‘like’ at least once a month, and 44% ‘like’ something posted by a company in the same timescale.
It was discovered in ‘The Meaning of Like’ study that 45% of Facebook users say they ‘like’ a company at least monthly, while 35% say they never ‘like’ a company.
Among people that have ‘liked’ at least one brand, 31% of respondents say they have avoided ‘liking’ more brands because they do not want to push things into their friends’ newsfeeds. However, people who ‘like’ over 11 brands are more likely to be motivated by rewards in the form of coupons or exclusive deals in exchange for their ‘like’.
Younger consumers (age 18-26) tend to use ‘like’ for self-expression and public endorsement of a brand, while consumers aged 27 and older are more likely to expect something of value in exchange for ‘liking’ something.
Jeff Rohrs, vice president of ExactTarget’s marketing research and education group, said: “With Facebook such a vital part of the online social fabric, marketers need to be smart and strategic when developing campaigns on Facebook.
“A click of the ‘Like’ button means different things to different people. It creates an opportunity for further engagement, but it is merely one step toward the types of meaningful, cross-channel relationships marketers need to succeed.”