Likester: Teaching Businesses About Their Customers Through Facebook “Likes


It’s no secret that Facebook is a major player in online marketing. As more people flock to Facebook, more businesses have to move where their customers go and find new and engaging ways to interact with them. A new service called Likester AdCenter launched just last week and aims to help businesses measure these likes and get a better idea of who their customers are. Business Insider recently tested Likester AdCenter’s service and shared the results—sometimes telling, sometimes ridiculous.

How It Works: Marketing Intelligence Goes Social

Demographics research has been a staple in marketing strategy for decades. Knowing specific details about your target customer profile, like average age range, where they live, relative affluence, and other vital data points can shape the content strategy and market position businesses take with products and services. From the practice of demographic research came psychographic research, which attempts to narrow marketing focus on typical personalities, values, attitudes towards social and commercial factors, interests, and lifestyles.

As demographics and psychographics improved over time, they began to incorporate factors such as preferred brands and shopping habits. Do customers prefer name brands over generic? Do they purchase more frequently on impulse? Does the brand they prefer imply something about their consumer personality? For years, these traits have been based on loosely reliable observational data and this is where Likester steps in.

Likester AdCenter brings a statistical element into this practice. AdCenter analyzes and compiles over 700 million Facebook Likes into easy-to-navigate insights into which brands and goods people prefer. The results are highly-focused demographic data that tells businesses more about who their customers are: what they “like,” what they might be willing to buy, and who they are as consumers.

Business Insider’s Results

BI gave Likester a short list of major name brands to get a better picture of the customers that liked them. Big box retailer Walmart was the first target: with over 16 million likes, Walmart is an excellent sample. Likester found that Walmart fans are 91 times more likely to also be fans of Febreze and 87 times more likely to prefer Lysol—two major, basic products Walmart sells.

Other names and brands that ranked highly for Walmart fans: Hollywood Gossip, Megan Fox, various country singers and black actors, and Stride Gum. It may not be clear at first how this information could help businesses, but there are definitely benefits here that can dramatically shape content marketing efforts.

Other name brands reveal a lot about their fans’ other interests. Among Starbucks’ 30 million+ likes, fans are more likely to prefer Barbie, Batman, Hello Kitty, and various youth-oriented clothing outlets. Harley Davidson’s fans, almost 4 million of them, prefer a few tattoo enthusiast magazines, the Three Stooges, rum and bourbon, the NRA, and Little Debbie snack cakes. Contributors to Zappos.com’s 251,000+ likes fall into the advertising and marketing stereotype, and prefer things like wine enthusiast media sites, various advertising and business blogs, and even Business Insider itself.

Where’s The Benefit in All This Stuff?

For businesses looking to learn more about their customers, this data is far more valuable than it might seem at first. If you have an idea that your business caters to a lot of customers that shop at Walmart, you can look at Walmart’s data and find out other companies and brand names that perform well with your target market. If your business caters to those Harley Davidson fans, you can almost see exactly the kind of people you’ll be dealing with based on their likes.

These likes all help businesses form a more accurate psychographic profile of their targeted customers. Once you can see your customer profiles more clearly, you have a better idea of how you need to market to them and what will drive more business conversions. Facebook Likes make powerful indicators of what your customers are and aren’t interested in, and having that data on-hand can be a major bonus for businesses that aren’t sure who their customers really are.

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Andrew Glasscock is currently based in Nashville, Tennessee. He graduated with a BA in English, specialized in Creative Writing, with a minor in Marketing this past May. Along with copywriting, he loves being an improv comedian, playing frisbee, and dogs.

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