Why Participating in Like Ladders is Crippling Your Business

Kristin Vidler Uncategorized

Everyone loves the thought of a get-rich-quick scheme. If you hang around any of the business groups on Facebook, you’ll probably see one of my personal favs pop up – “Like Ladders”.

So, what is a Like Ladder?

For those of you who are unfamiliar with the term, a like ladder is a Facebook status where the poster invites you to comment a link to your business Facebook page. The idea is that you “like” all of the pages shared in the comments in return for them liking yours.  They usually look something like this:

Sounds good, right? You like someone’s page, and then someone else comes along and likes yours. Get it? It’s a domino effect. The rationale seems pretty straightforward: More likes = more fans, shares & comments = more visibility!

It’s really a win-win!

Not so fast…

While this concept seems good in theory, it actually does not benefit your business! Sorry to burst your bubble but the reality is the person liking your page doesn’t really care about it and they’re only liking it so they can get a like in return.

So, they may not be an engaged audience member or your ideal target market, but you still get an extra page like and that must count for something, right? Yes, only if you’re still in high school and want to appear popular 😉

So it may not help, but surely it can’t hurt?

I hate to break it to you, but too many of the wrong kind of “likes” are actually bad for your Page and can have many consequences:

  1. Your new “fans” may quickly “unlike” your page or hide you from their feed (horrible we know!). Facebook monitors this and if you have a high rate of unlikes / hides the Facebook algorithm will kick in and dramatically decrease your post’s visibility.
  2. All those “likes” from people who don’t really “like” your page means less participation and engagement. We know that the Facebook algorithm favours engagement over likes and if you have a bunch of “stale” likes your real fans will see your posts less in their feeds because Facebook thinks the content is dull as nobody is engaging with it.
  3. Thanks to Facebook’s algorithm, only 5% – 10% of people who like your page will actually see your posts appear in their newsfeed (organically). This small percentage of people is being diluted by “ladder page likers” who have no interest in what you do.
  4. If you use Facebook advertising, you pay according to your base audience size. This means you’re throwing money down the toilet on fans who don’t have no interest in your business and aren’t likely to purchase your product or service.

Participating in that like ladder doesn’t seem quite such an appealing idea now, does it?

The bottom line is, it’s better to have 100 likes from people who are truly interested in your business than 10,000 fake fans. Your goal is to have a tribe of fans who want to actively engage, are passionate about your business and are motivated to share the love with their friends.