Question

Topic: Social Media

Do Likes Always Matter On Fb/instagram?

Posted by hitabylgja on 1/13/2019 at 12:02 PM ET 125 Points
Hi,

I work in an advertising agency and recently I was running a "reach" campaign on Facebook.

I posted a video on the Facebook wall for the company I work for, then I went to ads manager, created the campaign, chose to boost an "existing post" and in the ad set I marked to be seen on FB feeds and Instagram feed.

Then my colleague pointed out that this was not a good idea since all the likes and the comments that the video I boosted on Instagram would disappear once the ad has run its course because I didn't post the video on the Instagram wall originally like I did with Facebook. And therefore the budget would not be well spent.

I don't feel the likes matter all that much in this context specially since the objective is reach rather than engagement.

What do you think?
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RESPONSES

  • Posted by Gary Bloomer on 1/13/2019 at 7:49 PM Accepted
    Unless or until they lead to sales, 'likes' on any social stream are worth precisely zero.
  • Posted by Peter (henna gaijin) on 1/14/2019 at 12:36 PM Accepted
    Are you talking page likes or post likes?

    More art than science, and FB doesn't tell us how they do it, and once someone feels they figure out what is going on, they change the system. But here is my take.

    Page likes are important, as these are the folks whoa re following tour page. Only a portion of them will be shown any one post you do, but the more page likes to have, the more that should see each post.

    Post likes are also important, as they shown people interacting. The more likes and comments and shares a particular post has, the more likely that post will show up on other people's feeds.

    On the intricacy of boosting a FB post to Instagram and whether that would help, hard to say. But seems the solution to that would have been to upload the video to both sites an boost in both sites.

    If you spend enough such that you have a Facebook sales rep you can talk to, this would be a good question to ask them (though from my experience, the chance of getting an answer that helps on a question like this is maybe 50-50).
  • Posted by Shelley Ryan on 2/12/2019 at 10:34 AM Moderator
    Hi Everyone,

    I am closing this question since there hasn't been much recent activity.

    Thanks for participating!

    Shelley
    MarketingProfs
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