This isn’t because one of their posts went viral or that they’ve deployed a costly marketing campaign, they have simply bought “fake likes” – a vanity metric used by certain companies to appear successful. It is not good for any business – let me explain why.
The term “fake likes” refers to external services that sell packages of likes from fake profiles. These packages can run anywhere from B250 for 500 likes to B6,000 for 25,000 likes or more. All you have to do is simply Google “buy fake likes” to find several options and price points and then make the transaction.
However, these likes are coming from “click farms” which create thousands of spurious accounts on Facebook and are paid to manually like certain pages, but of course, have no intention whatsoever of interacting with your page or driving real business to your company.
Keep in mind that this is very different to a paid marketing campaign on Facebook aimed at increasing your followers – where it’s possible to narrow down an audience that might potentially be interested in becoming a real fan of your page or more importantly, a client.
To be able to deliver your content to your target audience, Facebook’s algorithm values the type of posts you publish and the engagement of your followers. So, by having tons of followers with low engagement, you actually decrease the visibility of your post when it’s published. This means that over time, even your real followers will not be able to see the content that you publish.
Another reason why buying likes is a bad idea is because it will affect the validity of demographic data from your audience. Facebook gives you the capability to know the age, gender, city, country and language of your audience, giving you an idea of who is really interested in what you offer or promote through your page. But when you buy likes, all this data becomes distorted, ruining this valuable information.
The game in social media is not about the quantity of followers, but about the quality of targeted audiences, and even more so, your fans that are talking about you and how they engage with your content.
I understand that building social media followers is not easy and doesn’t happen overnight. Unfortunately, there are no shortcuts and you should be very careful of how you acquire followers, as you may be penalized in the future for bad marketing practices.
Growing and nurturing a fan base that will help you grow your business will take time and resources if you really want to see sustainable results in the long term.
Daniel Villota is the Managing Director of E-Media Asia, the number one social media consulting agency in Southern Thailand. He can be contacted at email@example.com or visit www.e-media.asia