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There has been this debate online since the very beginnings of Social Media, and maybe it is time to clarify once and for all what to do: should you, as a person or business, like your own posts? Why or why not? Let’s review the facts first.
The Like Feature
We all know what a like is.
The ability to like posts comes with every social platform with either a classic “thumbs up” or a heart. It is the most basic interaction for every post, and we can ALMOST say that it is intuitive: if you see something you agree with, most likely, your first move will be to like it.
As per Facebook themselves, “Clicking Like below a post is a way to let people know that you enjoy it without leaving a comment.”
When talking about why or why not to like your posts, there are two perspectives to consider:
- Your Audience’s Perspective
- The Engagement’s Perspective
Your Audience’s Perspective: Are You Self-Centered?
From your audience’s perspective, liking your own posts might seem odd. Think about it this way: if you did not like what you posted, you would not have posted it in the first place, right?
Generally speaking, all the content you post or share represents a part of you: a message you like, that resonates with you, or that you approve of. That consensus applies to most social media platforms, and, under that understanding, liking something you have shared might seem redundant.
Long story short, liking your own posts can be perceived as egocentric or unnecessary.
Social media is a space for interactions with others. Liking your own post could disrupt the natural flow of engagement and appear out of sync with the social dynamics of the platform. On top of that, it might be interpreted as self-promotion rather than genuine content sharing
The Engagement Perspective: Is It Worth The Risk?
Looking at it from the Engagement side, liking your own posts can be a strategic move to boost engagement. Social media algorithms often prioritize content with higher engagement rates, and liking your own post contributes to that count. This action can potentially increase the visibility of your content, making it more likely to appear on your follower’s feeds and beyond.
Are There Any Benefits?
Believe it or not, certain positive things can come from liking your own content:
- It can signal the algorithms that your content is worth promoting: Yup, it can help you kind of “cheat” the algorithm as it usually takes into account engagement to push content.
- It can serve as a kickstart for engagement: It is easier for people to make decisions based on what others do. Imagine a food truck parade, for example, usually one, maybe two, trucks will have a long line – why is there a long line? – your first perspective will be “It is probably good food”, right? Well, the same thing can happen with content. Getting one like can lead to another and be the perfect trigger for others to interact with your content.
- It can convey confidence in your brand: you trust yourself, right? Well, if you do not, how do you expect others to do so?
- It shows that you stand behind what you share and believe in its value: Everything you post online is a statement of what you and your brand stand for. Liking your own content is a way to revalidate what you believe in.
Of course, you should always consider your audience: use this strategy sparingly and analyze how your audience reacts to it. Overdoing it may come across as insincere or even desperate for attention.
Whether you should like your own posts depends on your goals and the nature of your content. If you aim to maximize visibility, a strategic like can be a useful tool.
Bear in mind that an excess of anything, including water, can have negative consequences. Look to have a balanced strategy – do not overdo it! – and always consider how your audience might perceive your actions.
