According to research by SocialCode, both men and women “like” brands equally on Facebook. However, women are 11 percent more likely to click on an ad before giving it the “like” seal of approval.
“It shows a deeper psychological trend where women are more considered purchasers or actors,” said SocialCode CEO Laura O’Shaughnessy, nothing that the company’s research is derived from four million data points from 50 of its clients in a range of industries.
The study shows that 18-to-29-year olds click “like” 9 percent more than their elders. It’s an important lesson for advertisers, since it will help them tailor their campaign to specific user segments; target younger audiences with the ‘like’ and a older and/or female audience with the landing page.
“If you want to attract a younger male audience, you want to focus on text that gets users to ‘like’ within the ad,” O’Shaughnessy said. The inverse: When targeting the older set, or women, it’s best to optimize the landing page to stimulate behavior after a click-through.
As to whether people actually enjoy brands on Facebook, a separate survey by Barkley Service Management Group and Boston Consulting Group said over half of 16-to-34-year-olds enjoy checking out a brand on social media sites. A third of those surveyed appreciate a brand more when it’s on the social media sites, though 30 percent said they find brands in their Facebook and Twitter Feeds to be annoying.