The page likes metric became the metric of vanity. How many Facebook users actually visit your Facebook page and keep track of your followers? Interesting data to check.
The engagement rate also perishes slowly, losing its relevance over time.
“Clicky users” i.e. people who excessively like content are are 5 times more expensive for targeted ads, but are there actually more likely to buy your product?
According to research, not so much.
There are 3 key metrics in marketing that determine success.
Marketing should consist of:
- Brand awareness – how many people are familiar with your brand
- Ad recall – how many people remember your ads?
- Purchase intent – how many people intend to buy your product?
When observing clicky users we can see that the correlation between the likes and 3 key metrics is less than 1%!