If you’re using Facebook Ads to increase page likes, think again. Renowned science blogger Derek Muller conducted these eye-opening experiments to prove how deeply flawed Facebook’s advertising model is. His case study also proves why it’s better to have 5,000 genuinely-earned likes rather than 50,000 paid ones. Check it out below.
- Fake profiles – Derek used Facebook ads to increase page likes and gained 70,000 followers, a vast majority of which, were from developing countries like Bangladesh and Pakistan. These fans had questionable profiles which lacked authenticity and most of them had liked several thousand pages in the recent past.
- Less engagement – Even though Derek’s Facebook page followers had increased substantially, he noticed that his individual post visibility had actually worsened. There was less engagement in the form of likes, comments and shares on the posts that he shared every day.
- Blind following – Derek then created a nonsensical page titled Virtual Cat with a description that said “only an idiot would like this page”. He advertised via Facebook and viola! He had over 4000 idiots…err…followers within a day.
- No exceptions – It’s not just the developing countries that were contributing to these fake likes. Derek narrowed his ad visibility to US and UK but that didn’t stop the fake likes from pouring in.
- Pointless – It’s a vicious circle where advertisers are compelled to spend more to increase post engagement, which ironically is reducing due to a growing fake fan base.
Moral of the story? Earn your likes, don’t buy them. However, as in every case, there are those who disagree. Facebook marketing strategist Jon Loomer dismissed Derek’s claims in this response posted on his website. Will you use Facebook advertising? Share this post and your views in the comments section below.
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