If you’ve been running your Facebook page for a while and often take a look at Facebook Insights to see how your page is performing, it can be a real boost to see the steady growth in fans that your page is getting. At the same time, it can hurt to see those small red spikes that show a number of fans unliking your page – especially if you’ve just posted that meme gif that is doing the rounds at the moment and you thought would perform well. What if you could find out the reasons were the people who like your Facebook page come from? Or even more importantly, why they unlike your page? There’s a hidden feature in Facebook Insights that might be one of its most important parts in informing your Facebook strategy.
But not many people know it even exists or where to look. We’re talking about the Page Like and Unlike Sources tab, which shows you exactly where your page likes and unlikes came from. There’s a step-by-step on how to find and use the tab below, but it’s accessed from the “Net Likes” area of Facebook Insights. Facebook insights already provide lots of useful analytics around how your Facebook page is performing, but looking at the sources of where your page likes and unlikes came from is particularly useful when planning your social media strategy. For example, keeping a close on your Facebook Page likes and unlikes gives you a good idea if the content you are posting is resonating with your audience. If you see a steady increase in page likes, you know you’re on the right track. But if you see a spike in unlikes when you post “hilarious” cat gifs, then it might be time to rethink your content strategy.
So what kind of information can you get from the Page Likes and Unlikes tab? Below is a list of the like and unlike sources that Facebook gives you. Unfortunately, Facebook doesn’t tell you what each one means, so our team has taken an educated guess as to what each definition means. For page likes, Facebook breaks down your fan acquisition into the following categories:
For page unlikes, there are less options, but they’re still just as useful:
You’ll also get a percentage breakdown of the likes and unlikes on any given day, plus the actual numbers of fans you’ve gained or lost. When reviewing the stats with our clients and Montfort’s Facebook page, we were concerned that a lot of page unlikes would come from the Facebook ads we had running at the same time. After all, many Facebook users get upset when they see ads forced into their newsfeed, so we’d expect this to be the biggest source of page unlikes. However, we were pleasantly surprised as we found that most page likes came from suspicious account removal – a sign that Facebook is doing its job in removing fake accounts, plus a sign that our content strategy was working. Hurrah!
Here’s how to find where your Facebook page likes and unlikes are coming from: 1. Navigate to the “Likes” tab in Facebook insights Head to your Facebook Insights page and click on the “Likes” tab. It’s the second option in the list, beneath “Overview”: 2. Scroll down to the “Net Likes” table You can find the Net Likes table by scrolling down past the date picker and the “Total Net Likes for Today” tab. It looks like this: 3. Hover over any spikes in likes or unlikes As you can see from the table below, the tab shows you the UnLikes, Organic Likes, Paid Likes and Net Likes over your page over time. Hovering over any of the days gives you a quick summary from that day. It’s worth taking a look at any spikes that stand out – positive or negative. 4. Click on the relevant day to bring up the like / unlike sources If you click on the summary info that appears when you hover a particular day, then a modal pops up that shows you the Like Source tab. This is a summary of exactly where your page likes are coming from, broken down into percentages and giving you the hard numbers for the likes from each source: 5. Navigate to the unlikes sources tab Click on the “Unlike Sources” tab to find the same stats for your page unlikes. This is really useful to dig through and amend your Facebook strategy if you’re seeing lots of unlikes of your page:
With this new information at hand, how can you use it to improve your Facebook strategy and content? Here’s a few ideas from the Montfort Team on how to use this new data:
That’s a few ideas from us, but would be great to hear from others on how you use Facebook’s Like and Unlike Sources tab. Let us know in the comments below.