Want to understand the secret that drives engagement on Facebook? When you open the Facebook app, you will see a ‘Like’ or little thumbs-up button. People mostly judge a post and a profile by Facebook likes. Do you know why it is being given a higher significance even if it doesn’t hold any monetary value? This post will let you understand the psychology behind Facebook post likes which drives users to engage with your post and bring more potential audience.
Does Facebook like to impact psychological well-being?
Researchers’
studies have found that getting our Facebook posts liked by others gives us a
sense that we are appreciated and supported by others. This appreciation sign
is highly effective when likes are received by people in close connections.
People
with low self-confidence are likely to feel bad when they find that their
Facebook post has gained a smaller number of likes. Self-esteem is not the only
factor that can be influenced by Facebook likes, there are more psychological
facts behind likes on Facebook.
●
Social validation: We as a human tend to get social validation of
anything before engaging with that. Facebook likes to act as social validation
or social proof. When any user likes a post, it offers a sense of validation
and approval, reflecting that their interest or opinions match with others.
●
FOMO (Fear of Missing Out): This concept is somehow related to social
validation except that it stands as its psychological fact. The fear of missing
out on something useful or interesting can be the strongest motivator for
Facebook likes and other forms of engagement. The concept of FOMO drives a
person to stay connected, keep scrolling, and like the posts.
●
Apparent social identity: When any user finds a specific post
interesting, he or she hits the Like button. So, likes can be the best way to
express affiliations, identities, and interests. By liking any content, users
create their apparent social identity. They show their values and preferences
to their social network. Knowing the perceived social identity helps in
creating posts that resonate with users’ values, thereby supporting the sense
of belonging.
●
Reciprocity: Does it ever happen to you that you are encouraged to like
someone’s Facebook post because they liked yours? This is known as reciprocity
which creates mutual back-scratching in the online and offline world. This
social norm makes a person feel a social obligation to pay back the favor they
received. Using the principle of reciprocity, you can take advantage of social
proof by organizing starting likes on your content, producing a snowball effect
for maximum engagement.
●
Emotional connection: Likes on Facebook are the outcomes of the
emotional connection users experience towards the post. Emotional feelings that
generate humor, happiness, empathy, or inspiration tend to access Facebook
post likes and allow creators to produce a post that gets positive
responses and persuades the audience to share and react to posts. Consequently,
it boosts reach and impact.
●
Personal branding and expressing self-identity: Likes offer the chance
to express ourselves and promote our brand. By engaging with certain content,
users form their online personality and reflect their values and
preferences. Posting content that enables users to align their required image
allows you to tap into the desire for self-expression. As a result, it leads
users to engage with content that meets with their brand, thereby boosting
engagement and loyalty.
How can you increase likes for better engagement?
Now
that you understand the psychology behind likes on Facebook, let’s delve into
some of the strategies that can bring more likes to your post and page.
1. Focus on your Facebook page URL and profile
Create
a memorable Facebook page URL free from spammy or unprofessional words. Avoid
using unnecessary strings of numbers and words. Make sure the URL can be easily
recalled by users. Not just on page URL but you must emphasize your Facebook
profile ensuring it has a quality profile picture, detailed bio, recognizable
cover photo, and useful About section.
2. Use videos for your posts
Videos
are believed to drive more engagement than other sorts of content formats. So,
upload informative, funny, and interesting videos to let them appear on the
news feeds of your target audience. You can broadcast live videos on your page
to access more likes on your Facebook page and posts. Unlike general videos,
live videos will appear higher in the news feed on the platform.
3. Create user-targeted content
Facebook
users will like your posts only when they find them relevant to their
preferences and interests. So, create and upload content that resonates with
your target audience. For example, 58.8% of users are interested in promotions.
So, posting amazing sales, exclusive discounts, and exciting offers can get
more people to like your page and post. Also, remember to feature your brand’s
fans and share user-generated content to make your audience like your
posts.
4. Facebook ad campaigns
A
lot of paid ad campaigns are out there on Facebook to increase the
searchability of a brand or business on Facebook. Running paid ad campaigns on
Facebook is an easier trick that is being highly recognized for boosting likes.
It is known to be the most effective strategy for small or local businesses
with a certain target audience. To make sure that you don’t invest beyond your
advertising budget, you can set your spending limits. You will have to pay when
any user clicks on your ads.
5. Cross-promote on other online platforms
Put
links to your Facebook page to all your social media bios like Instagram,
YouTube, etc. to persuade users to move to Facebook and like your page. You may
also include a CTA (call-to-action) for followers asking them to like your post
and page.
Conclusion
Likes on your Facebook page and post indicate social validation of your content’s quality and value, appreciation by the audience, and generating emotions. So, practice the proven strategies to drive more users and encourage them to like your posts. Also, you gain photo likes to enhance the access of your Facebook account.
