Facebook pages are a hugely misunderstood beast. Most page owners aim to garner as many likes as humanly possible. Some even manage to get over a million likes. But then what?
What actually happens once you’ve achieve a Facebook page with a million + likes.
The answer ranges from everything to nothing. Having a million Facebook likes can be a gateway to fame and fortune. But it can also end up being completely fruitless.
Take a look at a collection of Facebook pages with over a million likes and you’ll notice one thing: a lot of those page are still failing to achieve high levels of engagement.
Sure, they have a million fans, but they have a million inactive fans.
This is the case for more pages than you can count. And it’s usually caused by one specific phenomena: a single post going viral on a page which otherwise doesn’t gather too many likes. Usually this happens with videos.
A personality or blog creates a viral video that ends up being seen by 100 million people. Of those 100 million people, some (let’s say 1%, so 1 million people) end up liking the page. They’re expecting more of the same: viral videos. But then the personality / blog begins to post about what matters to them: the items they’re selling, their band, their new movie, etc.
Suddenly they receive no likes on their new posts. Why?
One of the main reasons this happens is because the million page likes came from people who aren’t actually interested about the product the person is selling.
A dating website puts out a viral video about ten hilarious opening lines guys have said to girls. The video is funny so it goes viral. It pulls in X number of likes. But those likes weren’t for “new dating website” they weren’t for people interested in dating, they were for people searching for funny viral videos. The vast majority of the LIKES the video received are completely redundant to the product the brand is actually trying to sell.
Another phenomenon is that the Facebook Page owner doesn’t actually understand why a post went viral and why it pulled in so many likes.
This is the case with the Blue / Grey dress. Scientists actually investigated why that post went viral. But the best they could come up with were generic answers like “I think it’s because we like to argue, and we like being right, and we like proving other people wrong, and we like taking sides, and we like sharing our unsolicited opinion,”.
The simple fact of the matter is that no one knows what is going to go viral or why. So when a blogger creates a viral success and ends up with a million likes overnight, they don’t actually know why they received so many likes, and therefore they don’t know how to capitalise on that number of likes.
So how do you make the most of those million Facebook likes you happened to gather?
The answer is to go back and analyse your content. Perform a social media audit.
Take a look at what type of posts are working and why. Is there a specific personality or attitude that comes across in your popular posts? If so aim to mimic it.
You can also use your social media audit to inform you about ways to change your blog itself. Perhaps you marketed your product as a serious product but now realise you might gain more popularity with a more light-hearted approach, or vice-versa.
Those million Facebook likes you have are far more valuable than you might think. Sure, you can use them to gain yet more likes. And you can use them to market your products. But you can also use those likes to conduct extensive research into your potential customers and the types of products they like.
Why not use your Facebook audience as a product testing group? Use them to determine who they are, what they like, and what they need. Then you’ll be in the perfect position to create an attractive product for an audience you already have access to.