Why people do like us on the Facebook page of a brand

As Facebook continues to be one of the most influential platforms globally, it's critical for brands to understand why users interact with them through the famous "like." This loyalty behavior not only provides us with information about the effectiveness of our social media presence, but also helps us design more efficient strategies to attract and retain fans.

From La Teva Web, we analyze how user behavior towards brands has evolved, based on Syncapse's latest report  on user behavior on Facebook and updated data from the Digital 2026 Global Overview Report. This data is not only relevant to understanding brand interest data, but also to taking advantage of advertising opportunities on Facebook and Meta Ads.

Global statistics: Social networks in 2026

According to the Digital 2026 Global Overview Report, the number of active users on Facebook continues to grow and more than 6,000 million people use the internet globally, with 5,660 million active users on social networks, representing 68.7% of the world's population. This trend shows the importance of maintaining a solid digital strategy for brands, taking advantage of the large audience offered by Facebook.

Social media users globally:

• 6,000 million people use the internet (73% of the world's population).
• 5,660 million active users of social networks (68.7% of the global population).
• Active users interact with 6.75 different social platforms per month.

Brand loyalty on Facebook: key facts

According to a study by Syncapse, 78% of users who "like" a brand page have already consumed its products or services. This means that the value of Facebook's fan base is not limited to the number of followers, but to the quality of engagement with the brand. This behavior is particularly important for highly prestigious brands, such as Mercedes Benz or Chanel, where many users "like" without ever having bought the product, even though they would like to.

Reasons to "like" a brand

The most common reasons to follow a brand on Facebook include:

• 50% of users do it to show their support for the brand.
• 42% do it to get promotions.
• 35% do so to access competitions.
•  41% do so to stay informed about the company and its launches.

Other reasons to follow a brand

• 21% are done to inform themselves before buying a product.
• Surprisingly, only 15% of users follow a brand by recommendation of friends.
• Advertising generates only 18% of likes.
•  20% follow brands because a friend of theirs is a fan.

The importance of loyalty

The study reveals that 31% of users become fans to share positive experiences about the product. This data underscores the importance of loyalty strategies for brands. Promotional or loyalty campaigns can be more effective because almost all users who "like" a brand are already consumers, which strengthens the impact of the actions. On the other hand, advertising campaigns to get new fans do not usually get great results.