The Facebook Like button is nearly ubiquitous these days. But if you’re a brand, be careful where you slap that Like button; it may be hurting your sales.
While marketing teams the world over adore the Facebook Like button for its viral and free sharing capabilities, the sales department may not be so keen when it comes to selling items like muffin top-hiding pantyhose or pimple creams.
For its 2012 State of Style Report, StyleCaster, a New York City-based media company, polled 1,500 men and women aged 16-37 on consumer trends in the style space. Additionally, the report includes data mining insights from Sociocast‘s database of more than 200 million consumers. “Within the first few weeks of the report… we found that people are truly passionate about the future of the style industry, and its collision with new media. They’re engaged, educated and ready to advance the conversation,” said Ari Goldberg, the CEO Stylecaster.
But the report also found that sometimes the conversation is best left outside of social networks. If you’re a stylish chick, let’s say you’re browsing online and come across a stunning dress with orange feathers down the back. You see the Facebook Like button or Tweet share or Pinterest button and what do you do? You likely share it across at least one of these social networks. But what about when you’re shopping online for more “personal” items like condoms or deodorant? My guess is you ain’t pinning those prophylactics.
Sharing or not wanting to share products is one thing, but when it comes to sales, brands need to smarten up because the mere thought of a social network is shown to hurt sales. The State of Style Report found that women are 25% less likely to purchase Spanx when a Facebook Like button or Tweet button is present, but are 25% more likely to purchase a trendy perfume in the same scenario.
And it works with both genders as well. Similarly, men are 25% less likely to purchase Clearasil and 25% more likely to purchase athletic shorts when a social network is staring them in the potentially pimply face.
So next time you think about slapping the Like button next to every product in your online store, think about how socially relevant that product may be perceived.
Also read: StyleCaster CEO picks his 12 favorite accounts to follow on Twitter
Well, If those users had knew about our service (www.yeay.me), they definitely would have not care about those buttons. Privacy is important!
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LikeWell, personally I would just not push the like button if it's a product I don't want to share.
But maybe the like button is associated with many Facebook friends that don't have acne or whatever so it may have a negative asscociation?
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LikeThis article is too short for a strong claim. I would like to see the analytics result of this study, you know the test a/b thing.
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LikeNievo Jan Babay The analytical results of the study are in the State of Style Report that's linked above.
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LikeConversation from Facebook
I agree with Courtney. This is consumer psychology, not logic. There are amazing things that come out of observing consumers' interacting with technology that can't be guessed or assumed going into the tests. "Wouldn't" is very different than "didn't". I always think about the $300M button and how we can't make any assumptions about how users will perceive and interact with the tech we build for them. http://www.uie.com/articles/three_hund_million_button
Matthew Cross and Astound Commerce, actually the article is saying exactly that.... that consumers were either consciously or subconsciously "scared off" if you will be the presence of a Like button, leading to lower sales in this particular study.
Jason Hartsoe, to answer you question. Yes, I did see the data in the State of Style Report. I also met the two research leads and discussed it with them. Everyone polled was in a social media savvy age bracket and well aware of what a facebook like button is.
Maybe people are reluctant to click on the "Like" button next to Spandex (no one wants to reveal one's secrets) but the button itself won't influence buying decision. Since the button is used not for sharing purposes only a lot of "likes" might represent the fact that the product is good, people use it and there is no reason to be embarrassed.
For some of those brands, I'd think the point is to try and bring more social acceptance, not distance itself more into being a taboo subject. Odd angle to the article - would be good to see more figures and reasoning as I don't believe someone wouldn't buy condoms because of a like button by them. You're going to buy them or not based on whether you want to end up with a kid or an STD. Ditto spot cream. Got spots? Buy cream. OK you might not Like that cream to start with, but maybe you will after when the spots are gone? Liking is an endorsement that suits pretty much every product type in the right scenario I would argue.
Not buying because there is a like button is unlikely. Not buying because none of your products have many likes against the product is more likely. I believe there is more to it than just the presence of the like or share button. However from the article I was not sure if they were polled or actual stats were pulled from several sites. Either way it at least shows that the involvement of a social media button does something.
This has no merit or value...I believe the evaluations weren't clear or understood by those who were polled. Someone is not going to ignore a sale because of a like button beside the product...they're likely NOT going to click the like button for any product they'd be embarrassed to purchase...but would NOT ignore purchasing the product. Were these people educated as to what the LIKE button is? How it's used? Before deciding to move forward with this story did you see the actual data and any additional questions asked to those who were polled? Bad SM...
interesting