The modern era is replete with rapid technological advancements, and these, in turn, have spawned new ways of interacting and communicating. Among the more potent modern devices for driving interaction and expression are social media platforms themselves, the digital equivalent of the public square. One can readily see the argument for the “like” button as something that simply allows you to perform the modern, digital version of saying, “Hey, I see you, and I like what you’re doing.” In the context of branding, this like button says a lot about the brand itself.
1. The Importance of Social Proof
The fundamental idea behind social proof is that people will do what they see other people doing. In the context of Instagram likes, this principle is heavy with significance. When a brand’s post receives a huge number of likes, it sends an unambiguous message to potential consumers: “Many people like this brand—probably for some good reason!” For better or worse, there is a bandwagon effect where the consumers who are seeing a post also know that their peers (and possibly the brands they themselves follow) have also seen the post. When a post has a high engagement level—especially in the form of likes—it signals quality to a consumer, even if the consumer can’t put their finger on exactly why the brand is good.
On the other hand, if a brand has low engagement, potential customers might doubt its value or relevance. Therefore, in the eyes of consumers, Instagram likes are a contemporary digital “form of flattery” that can substantially impact a brand’s perception.
2. Building Brand Awareness and Visibility
In the increasingly saturated social media landscape, brands must try to differentiate themselves. Likes are the key to shedding light on one’s brand. Like many other social media platforms, Instagram is an elite, exclusivity-driven environment in which only the most famous or well-liked individuals or brands draw attention. Unlike Facebook, where audiences may feel compelled to “like” a page in order to receive updates, on Instagram, the act of liking is very much in the present moment and is driven more by the content than by the context.
On one’s Instagram feed, visibility can mean the difference between the Instagram-famous person or brand and the obscure one. Thus, an Instagram algorithm that rewards content with more likes means potentially increased visibility and, consequently, an uptick in brand awareness.
3. Influence on Buying Decisions
Purchasing behavior among consumers is often influenced by the perceived popularity of a product, which can be quantitatively expressed by the amount of “likes” a post receives. Research shows that consumers often use social media engagement metrics—”likes” in particular—as a heuristic for making purchase decisions. When individuals encounter a product that has attracted a large number of “likes,” they may then perceive it as currently trending or, in some way, desirable enough to warrant a purchase.
The correlation between “likes” on Instagram and consumer behavior is most pronounced in the fashion and beauty industries, where the selling and buying of images and aesthetics are the terrain’s very foundations. Again, the more “likes” a product receives, the more a potential consumer is supposed to perceive it as exclusive of high quality, or both. And the implication is clear: The more “likes,” the more likely one is to make a purchase.
4. Fostering Brand Community and Loyalty
Instagram likes are not just about approval; they can also underline a community around a brand. When followers like a brand’s post, they are, in a way, having a shared experience with the brand. (Imagine if you didn’t like a post but your best friend did; you’d both be having parallel but different brand experiences. That’s a dig at human psychology, not a judgment call on who should or shouldn’t like a post.)
Engagement on this level can help to establish a brand’s ties to a community and vice versa. You, the brand, could be seen as a bridge troll who guards the gates to a community serving your and your “community members'” interests. And bridge trolls get paid—the brands and the communities within which they engage both can and should monetize those interactions.
5. The Role of Influencers and User-Generated Content
Influencers often have dedicated followers who trust their opinions. Brands collaborate with influencers to tap into their credibility and enhance their reach. The perceived authenticity of influencers can drive consumer decisions more effectively than traditional advertising. Influencers often cater to specific niches (e.g., beauty, travel, fitness), allowing brands to target distinct audiences. This segmentation enables more tailored marketing campaigns, ensuring brands reach the right consumers.
6. Challenges and Counterfeiting of Likes
Although it is evident that “likes” can significantly affect how consumers view a brand, it is critical to recognize the hurdles that this form of validation presents. Social proof is now muddied because we can’t tell the real accounts from the fake ones, or the ones that have purchased likes. Brands that appear to rely on this kind of safety net may be seen as inauthentic, and there’s nothing that a brand wants to avoid more than coming across as something that’s not real. As consumers, we are becoming sharper about the kinds of engagement we see on our feeds and are more likely to trust those brands that seem to be genuinely engaged with their communities.
Conclusion
For shaping consumer perceptions of a brand, Instagram likes are a powerful tool. They are strong indicators of popularity and approval. They also power engagement, community, and even purchasing. As prosocial signals, likes shape all of our minds, but, for now, let’s just think about how they shape the minds of the people who are thinking about buying our products or services. We must consider that the Instagram landscape is fairly crowded, and people like things left and right. Some of those things they like genuinely and some of them are just signals that they are a part of the Instagram environment.
