What Can Automakers Tell From Facebook Likes? (Infographics)

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ToyCars

What do the demographics behind users who like their Facebook pages say about 23 top automakers? Auto Insurance Center has the answers.

According to Auto Insurance Center, seven of the top 10 automakers by Facebook likes were luxury brands, with the top three spots going to Mercedes-Benz, BMW and Ferrari, respectively.

However, Auto Insurance Center also found that like totals and sales don’t necessarily line up, noting that first-place Mercedes-Benz sold 330,391 vehicles in 2014, compared with more than 1 million by Jeep, which came in at No. 10 on the likes list.

Auto Insurance Center speculated that the disparity between likes and sales was caused by Facebook users liking the luxury brands they dream about while purchasing vehicles that are more practical for their budgets, adding that this trend may reverse soon, as high-end luxury vehicles are the fastest-growing segment in the U.S.

AutoInsuranceCenterCarBrandsMostPopular

Facebook data on the automakers’ fans was analyzed by several different criteria (see infographics below), and Auto Insurance Center shined the spotlight on the following 13 facts:

  1. Ford was liked by the most married users.
  2. Dodge led among teen drivers, young adults and users involved in the farming industry.
  3. Jeep led among white and conservative fans, in the construction and military sectors and among families with children at home.
  4. Chevrolet led among Hispanics.
  5. Asian Americans gravitated toward Lexus.
  6. Land Rover was the top choice of African Americans.
  7. Jaguar boasted the most liberal fans.
  8. Tesla was the favorite of the fans with the highest incomes, leading in the business and information-technology industries and among child-free households.
  9. Nissan led among graduate students.
  10. It really is your grandfather’s Chrysler, as that brand was tops among grandparents.
  11. Kia led among Android users.
  12. Luxury brand Lamborghini was tops among single users, male users and iPhone users.
  13. Female users and those in the healthcare industry gave Fiat the thumbs-up.

AutoInsuranceCenterCarBrands13Facts

Readers: Did any of the findings by Auto Insurance Center surprise you?

AutoInsuranceCenterCarBrandsByGeneration AutoInsuranceCenterCarBrandsByIndustry

Image of toy cars courtesy of Shutterstock.

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A Look at the Declining Importance of Page Likes

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Back in the day, everyone wanted Facebook likes. Having more likes than your biggest competitor was a top goal. Who could blame you? More likes meant more users viewing your content, which meant potential customers.

Boy, have times changed! With a couple of major algorithm changes over the past few years, reaching a Facebook fan organically has become nearly impossible. Unfortunately, likes don’t hold nearly the same value anymore.

Perhaps we shouldn’t be focusing on likes so much? Maybe Facebook is secretly telling us not to?

Have you noticed that the page likes’ style and placement have changed multiple times over the years? More importantly, their significance on the page has also dramatically changed.

Let’s take a look at the history and some major variations:

2007:

Seventeen Mag Likes 2009

Facebook Pages are born! Brand pages changed the digital marketing game by allowing consumers to create personal relationships with companies. While the page likes (a.k.a fans) are not very prominent on the page, just give them some time. You can read more about Facebook’s announcement here(Image via Mashable)

2012:

Cola Likes 2012

Facebook Pages gets a major redesign and moves over to the Timeline format. What once used to only be a layout only for personal profiles, is now for pages. While it seemed like everything changed, the page likes’ number presence was much larger. In fact, they had their own section within the tabs. You can also spot them underneath the page title. Those were the days when decent organic reach existed and likes actually meant something for digital marketers. You can read more about the announcement here(Image via Axiom)

2014:

Nike Likes 2014

Wait a minute! Did the page likes shrink? I do believe so. It’s important to note that there were a few page like variations in this format. For a short period of time it was also blue and showed the entire number. (Image via Buffer)

2015:

Oreo Likes 2015

Here we are today! We’ve gone from tiny, to huge, to big, to tiny again. That’s a lot of change for a simple set of numbers.

The Future:

Shortstack Likes 2016

Recently, the CEO of Shortstack, Jim Belosic, wrote an article on Social Media Today giving readers a sneak peek at the newest desktop layout for Facebook pages. As you can see, the page likes number has become smaller, but the call to action buttons are much larger. (Image via Social Media Today)

It’s time for digital marketers to stop focusing on likes, and start focusing on engagement and more valuable actions for their brands. For example: Newsletter signups and website traffic.

Is this Facebook’s way of telling the industry to move on from page likes? I think so! Facebook is emphasizing the lack of importance page likes should have in a brand’s social strategy by decreasing their presence in the layout/format. If Facebook doesn’t think page likes are important, neither should digital marketers.

With so much News Feed competition and low organic reach, brands will be better off in the long run by investing in other Facebook efforts and actions.

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