Social Media

Why Consumers Become Brand Fans on Facebook

By | 07.08.13

Why Consumers Become Brand Fans on Facebook

With more than 1 billion active users monthly, and 1 million businesses advertising on Facebook, it’s no wonder that more than 15 million businesses have a local business page on Facebook.

  • There are more than 2 billion connections between local businesses and people.
  • In an average week, there are more than 645 million views of, and 13 million comments on, local business Facebook pages.
  • Roughly 70 percent of monthly active users in the U.S. and Canada are connected to a local business on Facebook.

How does all of this networking, connecting, commenting and brand enthusiasm work? If you knew what consumers were thinking, and why they interact with brands on Facebook, would it help you make the most of your local business page?

A recent study by Syncapse surveyed consumers to find out Why Consumers Become Brand Fans on Facebook.

Here are the Top 10 Reasons for Becoming a Brand Fan on Facebook:

Reasons for Becoming a Brand Fan on Facebook

It’s interesting to note that the most cited reason for being a fan was “to support the brand I like” followed closely by “to get a coupon or discount”. Offers and incentives are popular reasons to be a fan, but emotional and relationship motivators were more universal.

78% of fans are current Brand users. What that means is that these consumers are already customers. According to Syncapse, “marketers should prioritize their Fan acquisition investments on converting existing customers.” Establishing a firm fan base with existing customers creates higher quality fans who attract greater numbers of other high quality fans, and they advocate more.

“Establishing a direct channel with Fans (who are customers) also empowers marketers to communicate more effectively and to upsell to their most valuable audience segment.”

It’s also important, Syncapse concludes, to consider consumer motivation when planning social ad campaigns. “Poorly run social ads campaigns or offer-driven contests can be effective at attracting Fans, but they can exhibit lower engagement rates, which is one component of social brand health.”

Check out their report, The Value of a Facebook Fan 2013, for insights into social ROI.

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