Quantcast

What’s More Valuable: A Like or Click?

Dual benefits of Facebook advertising

Get the WebProNews Newsletter:
What’s More Valuable: A Like or Click?
[ Social Media]

Facebook has risen to be an important advertising channel for reasons that include: a huge user base, an extraordinary amount of available data about users, and an impressive (and growing) set of targeting options. Facebook ads can lead to conversions as well as more likes, which can give you a more long-term relationship with potential customers – a direct line to their News Feed.

What’s more valuable to you: a like or a click? Let us know in the comments.

SocialCode has released some research data showing a trend in age and gender for likes and clickthrough rates for Facebook advertising.

SocialCode GM Laura O’Shaughnessy tells WebProNews, “Younger users grew up on the web, and are comfortable with the ins and outs of social networking. Therefore, I think they are more inclined to click the Like button.  They know what the button means and know exactly what it does, so they are likely to click it, whether it’s in an ad or elsewhere.”

“We find that older users are very likely to interact with ads on Facebook, but they are inclined to click through and learn more about the offer before clicking the Like button,” she adds. “We also assume that because older users are also the newest subset to join the social network, they may not have high friend numbers so ads may be less likely to have social context in advertisements.”

Here are some highlights from the research:

  • 50+ year-old users, the oldest segment in the study, are 28.2 percent more likely to click through and 9 percent less likely to ‘Like’ than 18-29 year-old users, the youngest group observed
  • Versus the rest of the younger population on Facebook, 50+ users see a 22.6 percent higher CTR and 8.4 percent lower ‘Like’ rate
  • Overall, women are 11 percent more likely to click on an ad
  • ‘Like’ rates are almost even for men and women; men are actually 2.2 percent more likely to ‘Like’ an ad than women
  • For women, CTR is 31.2 percent higher for the 50+ age group versus 18-29 year olds, men only see a 16.2 percent difference between the age groups
  • Versus all age groups, 50+ women’s CTR is 22 percent higher versus a 16.4 percent difference for males
  • The oldest male segment has an 11.7 percent lower ‘Like’ rate than the youngest segment, and 9.5 percent lower ‘Like’ rate versus all age groups.  Women only see a 7.2 percent and 7.9 percent difference respectively

So what’s more valuable: a click or a like?

We ran across an interesting post from the National Healthcare Decisions Day site from earlier this year, in which the organization talks about the value of a Facebook “like”. It seems worth sharing with regards to this conversation.

“Lots of brands and organizations may ask you to ‘like’ them on Facebook,” says Christian Sinclair. “It really is a sign of the times. In fact we are asking you to do the same thing.  But our aim may be somewhat different.  We are not in it for the numbers, we are doing this for the engagement.  A superficial click to like can make executives happy when they show more followers and more fans, but what really counts is what you do after the click.”

“Don’t get us wrong, we do want your click, but we will ask a little more from you,” Sinclair continues in the post. ”After you click ‘like’ make sure you stick around a while, leave a comment, send us a tip about advance care planning in the news, share what you read here with your friends.  Get people excited about what you really like.  Then your click on the ‘like’ button becomes much more valuable.”

The like means continued engagement. That is simply going to provide more value for the long term. However, if you are looking for quick gratification and hopefully a quick conversion, the click is certainly valuable, and enough clicks over likes can make a significant impact.

“Both clicks and Likes can be valuable; it really depends on what kind of results you are trying to achieve with your campaign,” says O’Shaughnessy. “For example, Likes are much more important to a campaign that is working to create a targeted fan base; in campaigns where a brand is trying to drive people to take a specific action either on a specific landing pages or on a Facebook tab, clicks are important. For example on a campaign promoting new products or events, clicks would be more valuable because they are driving the action that is valuable to the brand.”

“The age and gender research we conducted is an example of how SocialCode’s advanced knowledge of the Facebook platform will give brands the best insight into which types of campaigns are more likely to drive actions within specific age groups and genders,” she says.

So, the short answer to which is more valuable is: it depends. Establish the goals you are hoping to achieve with your campaign, and place your efforts accordingly. If a click is your primary goal, consider test different ad copy and landing pages (which luckily could help you improve your likes anyway).

What would you rather have: more clicks or more likes? Tell us what you think.

What’s More Valuable: A Like or Click?
Top Rated White Papers and Resources
  • http://www.modeltrainhobbyist.com Lionel Bachmann

    I haven’t ventured into the Facebook ads yet, but this is some good information to consider when I do. It will help me build a campaign towards the age group that will give the most desired result.

  • https://www.facebook.com/tastefultracks Eric Breeze

    Very interesting data which seems to accord with my likes.Thank you forthat :0))

  • http://www.frescocreative.com Innes

    I would have to say a like is better than a click. If you get a like you can at least see who has done this and this can at times be a call to action which can be useful.

  • http://cozumelmexico.net Bob Rodriguez

    As you pointed out in your article, and as the research shows, the benefits of a “like” vs. a click through depends on the demographics of your audience. If I were selling boogie boards or DS games my target audience would be the same as those who tend to click on “like”.

    I find that renting luxury vacation villas or excursions on a destination island is an adults only activity. They will bring their kids along but the adults are making the decisions. Therefore click through is everything.

    When my son “likes” something he may ask me for it and if it isn’t too graphic with gratuitous violence I will buy it. But I will do the research before buying video games like Bulletstorm, Grand Theft Auto III, Mortal Kombat, and Splatterhouse.

  • Sharon Stewart

    I think it’s unfortunate that “Like” is the only option. Sometimes I’d like a “Disagree” button. Or a “Sympathize” button. Or an “OMG” button.

    Sharon, sixtysomething

  • http://netmediathailand.com Alan Johnston

    A like without a doubt, it means your reader has read your article and is involved with you and a like shares to all their people I reckon just 5 likes could get you in front of 5000 people

  • http://billigseo.com søkemotoroptimalisering

    I think both like and click are valuable. click increases CTR and like means that your campaign is working and targeted clients/prospects engange in the discussion or ad.

  • http://morganservice.net Don Morgan

    Good article Chris. You brought up some interesting stats. I give you a “Click” and a Like” :)

  • http://darrylmanco.com Darryl Manco

    Perceive “like” as awareness branding, and the broadest opening of the AIDA funnel. To obtain a click means that the message content reached an audience that is further down the funnel. Both are about engagement, and to obtain both a click and a “like” should be part of the optimization analysis for SMM campaigns. For to have 10K likes means nothing, unless the business is campaigning in SM for fun.

  • http://www.silentspeak.com silent speak

    Click is Best One Beacoz people do it so easy

  • http://www.milwaukeemarketingservices.com Cathy Dunham

    How valuable in my information to you? That’s how you rate a click-thru. If you provide a significant call-to-action that inspires me to act, that’s powerful. It’s a sign that you are really trying to interact with me by providing a variety of opportunities for me to share, discuss, exchange ideas, rant and learn more. Consumers (just like me) like to feel that we are special, that you acatually care about our opinions.

    Think about each timie you’ve made a comment and the author along with other contributors high-fived, liked or Google+ your contributions. Felt good, right?

    It takes time to connect with your customers, but hello – that’s what “socializing” is all about in blogs and social media. And that’s what call-to-actions are about on websites and online forms.

    And that’s how you make the click-thrus more valuable to the online user.

    LIKES = are trendy, but a finite action
    CLICK-THRUS = are traditional, but an invitation to more possibilities

  • http://www.miracomputers.com jutatip

    Computer hardware and software that is famous for many products.
    Depending on the specific business needs. In addition,
    it also adds consulting services. Networking. Computer network,
    Internet, intranet for large corporations such as banks,
    government agencies. And educational institutions.

  • http://www.yourbestpubsets.com Robin Dement

    I found this post very interesting and informative. Definitely something to think about.

  • Art

    A click is far more effective as you know they will visit your website, which could lead to a sale. You can get a million likes and doesn’t mean they all look at the inners of your website.

  • David J Brown

    They are both consumer whims given without much forethought and therefore are valueless. A click may provide a fleeting glimpse of a product and cause the user to distract but not act from the task in hand. A like? Who gives a shit about s like, its just about personal feel good factor. Internet Advertising is the curse of a modern capitalistic world.

    • JJ

      Is that David Brown from buy.at??

  • http://www.freeprosystem.com/?go=4916 Ashley Maynad

    More Valuable: A Like or Click? I believe the “like” would be more valuable. Because the “like” is an indication that a person reviewed the site.That’s why I think a “like” would carry more weight.

  • http://www.vehiclegraphicsuk.com/ Vehicle Wrapping

    A click is more valuable as it could lead to a sale. A like on the other hand is still a few steps away from a sale.

  • http://www.theokaynetwork.com/apps/plusonespy Adsense Publisher

    I don’t think you can compare the two and ask yourself which is more important. A like might get somebody to look at your Facebook page because they see one or several of their friends like your Facebook page. But a click can lead to an actionable event, such as a sale, signup, etc., but also it can lead to a like as well if you use the Facebook buttons on an actual website where the click took that visitor to.

  • Anna

    Good

  • http://www.raidersonlineshop.com Oakland Raiders

    now what happen?they had solve it?

  • http://www.raidersonlineshop.com Raiders Jersey

    now i can not into the Facebook ads

  • http://www.hedgehogdigital.co.uk/ SEO Bedford

    Well I think the answer to your question is the same you gave in your article, it depends. The way I see it, Like and Clicks are two different set of situations, people don’t have to visit a page to like it while if someone click on ad it is really interested in the offer. My point is Likes can be done just for the sake of doing it while clicks mean that there is more interest, see what I mean?

  • Melanie Blakeman

    I came to the forum to make the point about BRAND AWARENESS, but Darryl Manco has already made it!

    As a rule I don’t click Ads, full stop. So I will go further and say even if I have not clicked, I noticed the Ad. If I have a need for the product or service in the future, merely seeing the Ad will let me know where to get what I need.

    This exposure can’t be calculated.

    If I am really enthusiastic about a product or service I will ‘like’ it. To my ‘friends’ it’s a personal endorsement from me. That endorsement might well swing a decision.

    If I’ve done a like and I am not already a client, chances are extremely high I will be.

    I have no way of knowing if I’m ‘typical’.

  • http://www.new-nikerequin.com Nike Requin

    I’m ‘typical’.