Only A ‘Like’ On Facebook For Discounts?

Recently a new study was released which shows that while consumers primarily turn to Facebook to connect with friends and for entertainment, discounts and ‘social badging’ are the primary reasons consumers ‘like’ brands on Facebook.

Only a third of Facebook users are liking brands on Facebook in order to stay up to date on new products or other brand activities.

So Brands should change their content strategy on Facebook mainly to discounts, coupons and promotions?

The answer: No! Definitely not! As with many of these kind of studies, the outcome should be interpreted in context. So, here’s some context for why simply promoting discounts or coupons is not the way to go on Facebook:

• Consumers will always say they like getting coupons, discounts, and promotions given this option. Nevertheless, 67% of consumers say they opt-in for an emailing to benefit from the same advantages

• When a consumer actively seeks for discounts, only 17% uses Facebook. Search engines and special coupon or discount websites are the main channels that consumers use.

• Those 40% of consumers are mainly the ones that are constantly looking for the best deals, regardless which brand, product or service. Whether it’s on your Facebook Brand page or any other channel.

As you can see in the chart, it shows that consumers have multiple reasons that makes them like a brand on Facebook. In the survey, people were allowed to select all that applied and sometimes it is about promotions. However, these people also have non-promotional motivations for becoming a fan as well (well that’s a relief! ).

It’s remarkable that just 13% actually wants to interact with brands on Facebook, such as giving feedback or share ideas, perhaps that consumers do that on other (social) channels? Unfortunately the study does not answer this question.

A quarter of the respondents are liking brands on Facebook so that they can have access to exclusive content, something that may surprise you. It definitely suprised me!

Source: SocialMediaConsultancy.nl