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The motivation behind consumers ‘liking’ brands on Facebook

The motivation behind consumers ‘liking’ brands on Facebook

So you’ve got a Facebook Business Page and have attracted some fans (aka ‘likes’), well done, but have you ever wondered what motivates a consumer to ‘like’ brands on Facebook? Understanding the driving factors behind your consumer clicking the ‘like’ button will help your business develop a more effective social media strategy.

A new report by ExactTarget and CoTweet has revealed the primary reasons for liking brands on Facebook were discounts and ‘social badging’. The survey of more than 1500 consumers found that 39% of Facebook users who become fans of brands do so to show their brand affiliation and support to their friends. And it’s clear that users are active in liking Facebook pages (it used to be known as becoming a ‘fan’ of a page), as according to Facebook.com the average Facebook user likes 80 pages. 

Brio Tip: Align your objectives and content around building a fan base who are passionate advocates for your brand. Why not introduce some fan-only offers or sections of your page? Example: check out how Gap has created exclusive fan-only content.

Being aware of what motivates your audience to ‘like’ your brand on Facebook allows you to tailor the right content to them. The report shows consumers are motivated to ‘like’ brands on Facebook so they can stay informed on the activities of a company, as well as receiving updates on future products and upcoming sales.

Do you ‘like’ companies on Facebook? What are your reasons for doing so?

Yours in social media,


Belinda Vesey-Brown About the author
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