In the bustling world of Facebook, where every like feels like a pat on the back, it’s easy to become fixated on the numbers game. As small business owners, we often obsess over how many likes our posts get, viewing them as a measure of our success. But here’s some food for thought: are likes truly the be-all and end-all of social media engagement, or are we merely chasing after vanity metrics?

The Allure of the Like Button

The like button on Facebook is seductive. It offers immediate feedback, a swift and straightforward way for users to show appreciation for our content. But let’s be honest, a like is often a passive engagement. It’s a fleeting nod of approval as users scroll through their feeds, not necessarily a sign of genuine interest or engagement with your brand.

The Real Goal: Encouraging People to Share Your Content

Now, let’s turn our attention to the real game-changer: shares. When someone shares your content, they’re not just giving it a thumbs up; they’re endorsing it and broadcasting it to their network. A share extends the reach of your message far beyond your immediate followers, tapping into new audiences and potential customers.

Why Shares Outshine Likes

  1. Extended Reach: Shares project your content into new social circles, increasing your visibility and potential for engagement.
  2. Increased Credibility: When someone shares your content, they essentially endorse your brand. This peer-to-peer recommendation boosts your credibility and trustworthiness.
  3. Enhanced Engagement: Shared content often ignites conversations, encouraging more meaningful interactions than passive ones.
  4. Potential for Virality: Whilst not every shared post will go viral, shares increase your content’s chances of being seen by a wider audience, maximising its potential impact.

How to Encourage Shares

  • Create Valuable Content: Share-worthy content provides value, whether informative, entertaining, or emotionally resonant.
  • Encourage Interaction: Pose questions, prompt discussions, and engage with your audience’s comments to foster a community around your brand.
  • Be Authentic: Authenticity resonates with audiences. Share your story, the highs and lows of your business journey, to create a genuine connection.
  • Use Visuals: Posts with images, videos, or infographics are more likely to be shared.


Whilst it’s gratifying to see those likes pile up, it’s crucial to remember that they’re just one piece of the puzzle. In the grand scheme of things, shares are a more accurate measure of engagement and the true catalyst for growing your online presence and, ultimately, your business. So next time you post, focus on crafting content that your audience will like and want to share with their friends and followers. After all, in the world of Facebook marketing, sharing is not just caring—it’s converting.

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