In the FMCG industry skin care and fragrances are the most popular type of brand/product pages visited on Facebook, beaten only by chocolate, and the new survey says that these brands must now do more with this social media following.
Whilst people will visit pages to ‘like’ a brand or product, it is unlikely that they will return to these pages again, or will it have any significant influence on buying behaviour, it says.
According to Michael Hughes, Research Manager at Canadean Custom Solutions, the new study highlights that having many ‘likes’ on Facebook will not necessarily increase sales.
“Whilst a good Facebook fan page can give a brand cool credentials, it is unfortunate for manufacturers that it will not necessarily influence buying behaviour or drive sales,” he says.
“Brands need to do more if they are going to use their online presence in order to boost sales.”
Consumers use the internet to research products and build up a greater rapport with a brand, and whilst this is still true, the new research suggests the power of the Facebook ‘Like’ may not be as big an influence as initially perceived.