Why Do Consumers “Like” Brands?


Research firm Chadwick Martin Bailey (CMB) recently published a study highlighting the purpose of interacting with a brand on Facebook. In a 15 minute web survey to 1,491 consumers, CMB found that 56% of users aged 18-35 interact with brands they use on Facebook. Overall about one in three users use Facebook to follow brands, where only 4% follow on Twitter and 1% on LinkedIn.

The main reason people “like” a brand is simply because they are a customer. Other popular reasons are to keep track of discounts or to show their support for the brand. A 77% majority consider the extent of their interaction to be reading posts on their newsfeed. However, a “like” could still mean good things for a business. 56% of respondents said they would be more likely to recommend a product after becoming a fan. About 51% said they would be more likely to purchase the product or service. Finally, 58% “like” fewer than five brands and 78% “like” fewer than ten. Therefore, for a majority of users a “like” is significant.

The first big takeaway from this is that Facebook should be the focus of a social media marketing strategy. A very small proportion of people in the study followed brands on other sites like Twitter and LinkedIn. Another thing to notice is that “liking” something is a fairly passive action. In order to make the most of a Facebook fan page businesses need to offer an incentive to be followed – like discounts, new product news, and interesting content – without being overaggressive.

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