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How much is a "like" worth?

How much is a "like" worth?

tldr: An average “like” from a personal connection on LinkedIn is worth $15 and helps to increase viewer volume by a factor of 24x. Help your friends and give them a “like”.

Last week we began a project where we’ll be regularly posting (twice a week) on LinkedIn as we work to grow the business. The posts will be informative (Tuesday) and product demos (Thursday) and will be exclusive to LinkedIn for our social network choice. Our previous posts never really get “likes” from former coworkers and clients but we had never pushed or asked for them. On Wednesday, we changed that and sent a LinkedIn message to 30 friends, family, coworkers and clients. Not a hard sell but a simple request to just hit “like”. Our assumption was that a click from a real connection is worth more than just paying for volume clicks and they lasted longer.

We broke up the test into three posts. Regular post with no request from connections. Second, we sent an email to request a “like” from 30 connections. Third, we did another post and paid to Boost promotion on LinkedIn ads. My goal was to see where the best bang for our buck was going to be.

Here was my post from last Tuesday. By end of day we had 50 views from connections and others. No likes or comments.

The next morning we spent about an hour emailing 30 of connections. We used the first paragraph to personalize our message. We didn’t want to come off as a phony but we did need their help and action to test out our theory. From those 30 emails, the algorithm stepped in and by the end of that 2nd day we had 48 likes, 6 comments and 5x the views from the day before. Day three view volume held steady at almost 200 views and as of Monday afternoon over 623 views of the video. There was no paid sponsorship.

An additional benefit of connection likes was that another post we did also got better than average views. 574 + 623 = 1197 views when the previous expectation was 50.

Day three. We boosted a separate post on the company LinkedIn page. We haven’t been active on it but had a post announcing our demo event on Thursday. We created a “brand awareness” campaign and monitored it throughout the day. The goal wasn’t to keep the meter running and to stop the campaign when it got near the same numbers we had received for the other posts. Long and short, it generated 1000 views and one click in 24 hours of running. That one click cost $15.20.

Conclusion. This test was hardly a scientific double blind control test but it does provide some anecdotal evidence to support how much help can come from your connections. We promise more experiments and sharing our results.