Facebook Pages: Likes are 5 times less valuable than Comments

Likes and Comments are key tools to create viral effects on Facebook. When users like or comment a post on a Facebook Page, it appears in their activity feed for all their friends to see. Different engagement types bring different results. When a link is posted on a Facebook Page, a Like generates an average of 3.1 clicks while a Comment generates an average 14.7 clicks. On a marketing point of view, a Like on a Facebook Page seems to be almost five times less valuable than a Comment.

Likes and Comments on Facebook are ways for users to recommend contents to their friends. While it just takes one click to like a post, a Comment shows an effort from a user to express his or her opinion. Comments create more clicks than Likes because they are considered as stronger signals that a content is worth paying attention to. Once liked or commented, posts on Facebook have low click-through rates. The average click per impression is 0.005%, which means that 200 impressions only generate one click.