“We want your followers to focus on what you share, not how many likes your posts get. During this test, only you will be able to see the total number of likes on your posts.”  — Instagram spokesperson on ‘hiding likes.’

When it comes to your wider B2B marketing strategy, it’s likely that social media plays a huge role in getting you noticed. Utilizing channels like Facebook, LinkedIn, Instagram and Twitter to build your online presence and grow a hub of engaged followers is a great tactic to help get results. Often, when it comes to measuring the success of your channels, marketers will measure engagement metrics — such as likes, comments, shares or followers. Since social media isn’t a primary channel for generating leads, these can be a great indication of what is working, how you’re performing against competitors and how popular your brand is. Recently, social media giant Facebook announced its plans to test hidden likes — that can only be seen by the account owner — across Facebook, as well as photo-sharing platform Instagram. But how could this impact your business?

In recent years, multiple studies have suggested that an increased obsession with social media likes has negatively impacted users’ mental health — particularly when it comes to young people. According to Science Alert, while 78% of teenagers said social media helped them feel closer to friends, 15% of them also stated they felt the pressure to be the best version of themselves, and 9% felt the fear of missing out. Because of information like this, the idea of making likes private has been met with positivity. Similarly, it has been suggested that it may stop users deleting posts when they don’t get enough likes — a tactic used by teenagers to showcase only their ‘best moments’, according to a Washington Post article.

According to WishPond, since Facebook’s launch in 2004 and the addition of its like button in 2009, there have been 1.123 trillion likes. And, currently, the most liked picture on Instagram boasts 3.6 million likes. So, it’s easy to see why marketers have taken to using this metric to see value from their online marketing efforts. The number of followers a brand has, or likes a post gets, can be proof of the level of power or influence it holds. The best quality photography, most engaging caption, or most forward-thinking campaign won’t always be the one to get the most engagement. Often, it’ll be the brand or influencer with the largest following that achieves the most likes.

We predict that as the number of likes a brand has becomes less important, the value of great content and personalized experiences will become more and more apparent. This is the perfect opportunity for you to revisit your strategy, prioritizing high-quality output and opting for new metrics to measure success. Remember, your customers want to see and receive personalized content! According to Evergage, 59% of customers say personalization influences their shopping decisions, and 77% have chosen, recommended or paid more for a brand that provides a personalized service. Start with your audience — identify who they are, where they spend time online, and what kind of content they want to see. This way, you’ll be able to plan content that meets their needs specifically, helping you to create loyal customers with a genuine interest in your brand, products or services.

B2B organizations in particular will have to think outside of the box to establish new ways to engage audiences. Do you want to create a two way conversation? Then focus on comments, replies and direct messaging. Are you looking to tell stories? Then opt for long-form posts, engaging imagery, and an all-encompassing user experience. Do you want to raise awareness or spread a message? Design a campaign that focuses on sharing. Don’t dismiss the power of influencers or affiliates — even with hidden likes, brand advocacy will always be valuable. Overall, the removal of public likes seems to be a positive thing. While it may mean reviewing your strategy and altering the metrics you measure, ultimately, it will help B2B organizations prioritize quality content creation in favor of number of likes and allow users to share and engage more freely.

Webeo is a leading website personalization software that can supercharge your B2B website. Utilizing a global leading database of business IP addresses, the tool works by tailoring your site based on the specific visitor. By altering the greeting, imagery, language, content and calls-to-action displayed on your site to meet your visitor’s needs, they’ll be more likely than ever to convert. Streamline your wider personalized marketing approach, reduce your bounce rates, increase the chance of conversion and enhance customer experience. Make your content count, and impress every visitor with the perfect website, every time. To discover how personalization could revolutionize your business, book your free demonstration today!