Facebook Likes: So. What Do These Numbers Really Mean?

Because we are now coming to the end of the like as a metric of audience engagement. As the dominant social platforms all end up being video-led TikTok clones, engagement metrics have shifted from clicks to viewing. From TikTok to Netflix, the most important numbers now are not the big ones, but the long ones – it’s all about how long something keeps your attention, not if it inspires you to click a button.

If you need convincing that the era of the like is over, Elon Musk used the term ‘silent likes’ to describe the new Twitter feature that showed how many people bookmarked your tweet. This did not go down well with Twitter users, especially women who could now see how many creepy men had bookmarked their tweets. Musk’s increasingly random product roadmap for Twitter seems to be based on visualising more and more user behaviours on each Tweet, just as the rest of the industry is abandoning these metrics. So if Musk is reinventing bookmarks as a kind of ‘like’ button to try and prove people actually still care about Twitter, I think we can safely say the ‘like’ is dying.

 
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Πηγή: attentionmatters.uk