Do more likes lead to more clicks?

""Our research shows that the first 'like' serves as a critical cue, encouraging users to both like and click on ads. However, additional likes enhance the liking rate without significantly increasing clicks.""

"Normative social influence: Users are more likely to like an ad when they see others doing so, driven by the desire to conform to social norms."

"Informational social influence: Clicking behavior is more influenced by the perceived credibility and relevance of an ad's content, which diminishes as likes accumulate."

""The first like on an ad creates a powerful ripple effect, boosting both liking and clicking. However, as likes grow, their informational value weakens, leading to a plateau in click-through rates.""

Likes on social media ads generate two distinct forms of social influence: normative and informational. Normative influence increases the likelihood that users will like an ad when they see others doing so, driven by a desire to conform. Informational influence affects clicking behavior through perceived credibility and relevance of ad content, and this informational value diminishes as likes accumulate. The first like functions as a critical cue that boosts both liking and clicking. Additional likes mainly increase liking rates but do not significantly raise click-through rates. Marketers can leverage visible likes for brand awareness and balance displayed likes to optimize performance campaigns.

Read at Phys