Gamification is exploding onto the scene in many different industries, and we at WunderTRE think it can benefit business owners when it comes to...read more
Welcome to our new series!
It's #firefriday! What is #firefriday? At WunderTRE it means we're putting out our next video/blog with quick info on common digital marketing myths! Sometimes these myths are widely believed, sometimes they are less known. Every Friday we're going to spit straight fire and speak out against these terrible fallacies. Alright, week 1 here we go...
The Myth: Less "Likes", Comments, or Shares Means a Less Successful Campaign
Okay, I frequently hear from people that they think because their content doesn't get many likes (shares, comments, etc), that they must be doing something wrong. That is a very wrong belief. There are many factors to a successful social media marketing campaign, believe it or not, "Likes" don't play that large of a roll. Now yout don't have to take my word for it, just Google "why likes don't matter" and you'll see plenty of articles that back me up. I believe 100% that if you had 0 reactions to a post you could still be successful. Please note, I'm assuming we already have a correctly targeted audience to advertise to and content that is true to our brand's message. For most people, they are looking to expand their brand's reach and boost sales, this is where that article applies. If your goal is, and I'm not sure personally why it should be, to get reactions then obviously reactions matter, but again, why is that your goal??
What Are Likes Good For?
As a business owner, it makes us feel really great when we see our content getting likes, shares, or comments and rightfully so, it is a great thing to have happen! Likes or follows on our page, or reactions to our posts do help give credibility to our brand and set us up for success. In theory, if a friend sees that one of their friends has shared a post from our page, that first friend is more likely to engage with our brand as well! If you have more people that like and share your content, it is going to be served more organically to people, which means you'll not have to pay to advertise that post as much to reach the same amount of people. So by lending credibility, and increasing organic impressions, getting followers and reactions is a nicety, but it is not the end-all-be-all.
So What Is A Good Measure Of Success?
Again, I don't want to take away from the value of page likes or follows, or post reactions, because there is some real value there. My point is though, as great as that is, you don't have to have it in order to win at the game! In today's digital marketing world, paid ads are a must. Social media algorithms are always changing and making it more and more to where business have to pay in order for their content to be seen. This is where likes don't equal success. I could run a targeted ad for $100 over the course of 7 days. Let's say that ad got 0 reactions but it got me 50 clicks back to my website and converted into $300 worth of business. Even though there were no likes, I still got plus $200 out of that post ad. That's a success. I see this happen often, where an ad only gets a handful of likes but does well on ROI. On the flip side, if I had gotten 50 post reactions will 2 clicks to my site and no conversions, I would not consider that a success. I see that happen as well.
So What Does Work?
In closing, what it comes down to is a different mindset. Don't judge success solely on reactions and likes, judge it on ROI and Brand Recognition. In a perfect world, you will have a great ROI and a good amount of positive reactions, that's not certainly a bad thing to go after, just don't get caught up in it! If your content is not helping increase brand awareness or bringing a positive ROI it comes down to two things. 1). The audiences is wrong. Make sure you're reaching the people that are your customers! Or, 2). The content. Make sure the post itself is true to your brand, not overly gimmicky, and it speaks to its audience. Do those two things and likes will come, but they won't matter, because clink and conversions, or brand awareness will rule they day!
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