Likes refer to the number of affirmative or positive votes received on a piece of content across social media platforms. This metric serves as a quick gauge of audience engagement and approval for a specific post or campaign.

Gauge Reaction

Understand if posts are resonating with the target audience.

Algorithm Boost

More Likes increase a post's visibility on the platform. The more eyes a post sees, the better.

Client Reports

Include in client reports to underscore the campaign's value and ROI.

Build Community

Build brand loyalty and trust by driving engagement and participation.

The Value of Engagement

Why Likes Are Important

Likes serve as immediate indicators of a campaign's resonance with its audience. A high volume signifies effective messaging and fosters audience interaction. In social media marketing, real-time metrics like these are invaluable for quick adjustments and pivots.

Additionally, Likes play a crucial role in algorithmic ranking. Platforms prioritize posts with high engagement, boosting their visibility. Tracking Likes isn't just about counting affirmations; it's a strategic move to enhance a campaign's reach and target other users.

Why KPIs are Important to Track

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The Influence of Likes

How Likes Relate to Other KPIs

Likes are a straightforward way to measure initial audience engagement, but they also offer insights when evaluated alongside other user metrics like Reach, Impressions, and Click-Through Rates (CTR). A high number of Likes paired with strong Reach and Impressions usually provide enough validation for a well-targeted campaign. But if Likes are high and CTR is low, it might mean the content is engaging but not compelling enough to drive action.

Additionally, Likes influence the performance of these other KPIs. For example, because a post with many Likes is usually favored by algorithms, this increases the post's reach and potential impressions.

How Marketing KPIs Interconnect
Engagement is the metric that we look at the most. If we are reaching and interacting with people, that typically hits the goal for our customers.
Patrice Valentine, ProFusion Web Solutions

How To Track and Report on Likes

Understanding how to track likes on various social media platforms is crucial for gauging audience engagement. For example, on Facebook and Instagram, view the number of likes directly under each post. LinkedIn shows likes on individual posts, and its analytics section offers deeper insights for page administrators. Each platform's native analytics tools present a comprehensive view of Likes, vital for strategizing content and understanding audience preferences.

What Is a Good Average Number of Likes Per Post

A good average number of Likes per post varies by platform and audience size. For instance, on Instagram, a healthy average is 3-6% of the follower count. On Facebook, it's around 1-2%. These figures indicate strong audience engagement and content relevance, showing the message resonates well with the audience.

What Is a Bad Average Number of Likes Per Post

An average number of Likes below 1% of the followers on platforms like Instagram and Facebook suggests room for improvement. This low engagement rate often points to content that may not align well with the audience's interests or posts not optimized for platform algorithms, necessitating a strategy reassessment.

How To Dig Deeper Into Likes Data

For a more nuanced understanding, segment Likes by post, time of day, or type of content. Tracking these variables pinpoints what garners more Likes. For example, posts published at noon might get more Likes than those at midnight, or video content might outperform text-based posts in terms of Likes. These insights guide optimization of future social media campaigns.

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Show the Love: A Like Isn't Just a Thumb

Why Likes Matter to Clients

Likes on a social media platform are a form of social proof. When someone likes a piece of content, it gives the content a small vote of approval. A high number of likes signals to potential customers that the content is worth engaging with, and by extension, that the brand is worth paying attention to. 

Likes also have the potential to serve as a preliminary form of engagement that leads to other, more valuable actions. One tap of the like button might be a step towards commenting, sharing, or even purchasing. For a client, accumulating likes is the foundation to guide potential customers toward deeper engagement and, eventually, conversion.

Why KPIs Matter to Marketing Agency Clients
A Like is Worth a Thousand Data Points

Why Likes Matter to Agencies

For agencies, Likes provide essential data and engagement metrics. With every thumbs-up, an agency gains actionable insights into what resonates with the audience. While a client might see a like as a one-dimensional approval signal, an agency sees it as a multi-layered data point that is used to refine future campaigns.

Another perk? Speed. Likes come in quickly after posting, offering real-time feedback that can be immediately useful. In an industry where trends change at the drop of a hat, the rapid accumulation (or lack thereof) of Likes serve as an early warning system for the performance of a particular post or campaign. This helps agencies to adapt on the fly, making swift adjustments to optimize outcomes.

Why KPIs Matter to Marketing Agencies

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Best Practices When Analyzing and Reporting Likes

A comprehensive analysis of Likes from different angles sheds light on audience behavior, content effectiveness, and campaign strategies. The insights gained from this process leads to more targeted, effective, and efficient advertising campaigns.


Ensure Data Accuracy

It's crucial to verify the accuracy of a clients’ social media Likes. Double-check that the platforms or integrations are collecting data properly and that there's no double-counting or spammy activity. Accurate data is the bedrock of reliable analysis.


Examine Likes Chronologically

Studying Likes over time offers a look into trends, seasonality, and shifts in audience behavior. This data helps refine content scheduling and anticipate periods of high or low engagement.


Compare Likes Across Platforms

Different social platforms yield different levels of engagement. By comparing Likes across platforms, agencies pinpoint where content resonates most and allocate resources accordingly.


Contextualize Likes

Likes are just one part of the larger engagement puzzle on social media platforms. Compare them with other metrics such as shares, comments, and click-through rates to get a fuller understanding of overall performance.


Visualize the Data

Graphs, charts, or dashboards make complex data more digestible. Visual representations simplify the storytelling aspect of data, making it easier to present to clients or team members.


Align Likes with Client Objectives

Relate the number of Likes back to client-specific goals, whether they're about brand awareness, lead generation, or sales. This makes the metric more meaningful and directly applicable.

Social Media Reporting Made Easy

Instagram Dashboard Example

Turn those Instagram Likes into real, tangible results for clients. Use the AgencyAnalytics customizable Instagram reports and dashboards to put Likes front and center to show a clear view of what's winning over the audience. These dashboards are a powerhouse of actionable information as they help agencies drill down on audience engagement and content success. Show clients how social media metrics are a fundamental indicator of Instagram campaign effectiveness.
Instagram KPI Dashboard Example

Related Integrations

Helpful Tips

How To Improve Likes

Looking for more Likes? Enhancing this metric is a straightforward process with the right strategies in place. Here are three actionable tips:


Engage with Followers

A proactive approach to social media pays off. Regularly engage by liking or responding to comments on posts, as it increases the chances of return engagement.


Use Relevant Hashtags

Strategically placing a few, well-chosen hashtags can expand post reach. However, avoid using the same hashtags repeatedly as it may lead to decreased visibility.


Analyze and Adapt

Regularly review performance analytics to determine which posts garner the most likes. Use this data to inform future content creation and fine-tune strategies.

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