Three strategies to boost purchase desire among Facebook fans - Q4 2012 Social media quarterly

Three strategies to boost purchase desire among Facebook fans - Q4 2012 Social media quarterly

Posting about product launches on Facebook can drive likes, but how can brands boost the number of fans actively saying they want the new product?

We've identified three strategies:

  • Getting fans to participate at the pre-launch stage: Asking for fans’ input into a product increases the likelihood that they will say they want to try it. Kit Kat asked fans to pick the new Kit Kat flavour, whilst Nivea asked them to choose the name of a new shower gel, both generating 50% more purchase desire than for other product launches
  • Linking the product launch to content on other platforms: Inviting fans to visit other platforms with content related to the new product increases the level purchase desire. For example, Toyota boosted purchase desire by inciting fans to watch the Avalon video on YouTube
  • Sharing unbiased content about your product: Brands such as DELL and HTC have increased purchase desire by posting positive quotes from consumer and professional reviews. This strategy encourages fans to agree with the quotes and say they’d like to have the product
 
  • You can find all the previous quarterly trend reports since Q3 2012 here
  • Wave offers bite-sized examples of how Wavemetrix provides actionable insight through social media analysis. Find out more about WaveMetrix and how we can help you at wavemetrix.com

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