Facebook Celebrates the Like Button’s 1st Birthday By Showing Off Its Footprint

One year ago today at the f8 conference, Facebook released the Like button, its Open Graph social plugin for showing affinity for content on third-party websites. The company has now tells us that the site, and most frequently the Like button, have been added to many of the world’s largest sites according to comScore Media. These include all of the top 10 sports properties, 9 of the top 10 news/information properties, 9 of the top 10 entertainment properties, and 18 of the top 25 Comscore U.S. retail sites.

Other stats about the button’s performance that Facebook has shared in the past include:

  • 10,000 websites integrate with Facebook each day
  • More than 2.5 million websites have integrated with Facebook (including over 80 of comScore’s U.S. Top 100 websites and over half of comScore’s Global Top 100 websites)
  • Over half of the 25 fastest growing Comscore U.S. retail sites use Facebook
  • Media sites that adopt the Like button average a greater than 300% increase in referral traffic from Facebook

The plugin’s widespread integration helps Facebook in many ways. The Like button helps users share their affinity for things in the most streamlined way possible. Rather than have to click through a third-party designed Facebook sharing panel, such as the popular Add This, and manually assemble a story to share, Facebook’s Like button lets users share with one-click. If they choose, they can add a comment afterwords for more context. This streamlined flow seems to have performed better than Facebook’s old Share button which did much of the same but slower, leading Facebook to phase out the Share button.

Most visibly, the Like button gets Facebook’s name and logo in front a huge audience, encouraging those without accounts to join. When clicked it produces content for the site and news feed, leading to increased engagement. The referral traffic generated by the buttons demonstrates the value of the site to brands, leading them to spend more to advertise their Pages.

The Like Box, which allows sites to display a Like button for their Facebook Page, creates more connections to Pages that advertisers can target. This granular interest targeting allows Facebook to charge more and draw more spend. The plugin also entrenches Facebook, putting up barriers to entry for other social networks. In an effort to gain some of same advantages, Google recently introduced its similar +1 button.

There’s also speculation about how the Like button is a beachhead that lays the groundwork for Facebook to one day launch an as-yet-unconfirmed Open Graph ad unit — one that would allow sites to target ads at their visitors the same way they can target users on Facebook.com. By priming sites for this Facebook ad network-style integration, it could ensure an explosive launch that could steal attention and business from Google’s AdSense. By indexing user preferences across the web, Facebook could also potentially use the button to power an expansion of its search capabilities.

Austin Haugen, a product manager for the Like button, tells us his team’s goal for the coming year is to continue experimenting with different designs of the buttons and the stories they publish to see which generate the most clicks and referral traffic. For example, earlier this month Facebook tested showing users previews of the stories a button would publish to increase transparency.

Few could have foreseen Facebook’s rapid colonization of the internet via the Like button, but now it seems hard to imagine a time before it. The Like button and Facebook’s other social plugins have forced websites to radically rethink their social strategy. If sites want access to Facebook’s enormous user base, they need to think of social as a key part of design and functionality, rather than something grafted onto a finished product.

For access to our series on how to best implement the Like button on your website or social game, including the full versions of our Like Button Style Guide, walk-through of Open Graph meta tags, and Like Button Placement Guide, visit the Facebook Marketing Bible, Inside Network’s industry leading resource for marketing and advertising on Facebook.

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9 Responses to “Facebook Celebrates the Like Button’s 1st Birthday By Showing Off Its Footprint”

  1. Facebookowy przycisk Lubię to! skończył roczek. Czy naprawdę zmienił świat? says:

    [...] Facebooka.Z przycisku Like korzystają dziś niemal wszyscy. W Stanach Zjednoczonych używa go 18 z 25 najpopularniejszych stron: wszyscy z pierwszej dziesiątki witryn o sporcie, [...]

  2. iFive: Amazon Cloud Woes, Samsung Sues Apple, Facebook's "Like" Birthday, Apple Cloud Music Ready, Microsoft Patents Buying Apps | Fast Company says:

    [...] innovation."3. Facebook's "Like" button is a year old, and it's now pretty ubiquitous. To celebrate the event, Facebook released data on its footprint–noting that 10,000 websites integrate with Facebook every [...]

  3. Facebook’s Like Button Celebrates a Birthday | WebProNews says:

    [...] Inside Facebook relays some stats about the Like Button, one year in.  Over 2.5 million websites have integrated with the Facebook Like Button.  According to comScore, that includes all of the top 10 sports sites, 9 out of the top ten news sites, 9 out of the top ten entertainment sites and 18 out of the top 25 retails sites.  Overall, 80% of the United States’ comScore top websites are fully integrated.  Every day, 10,000 more add the Like Button.  And what happens to the sites that adopt the Like Button? On average they see a 300% increase in referral traffic from Facebook. .ditto61225405549514755{background: #3C5A99 url(http://a1.twimg.com/profile_background_images/4699594/quail_air_background.png) no-repeat;padding: 20px;} .ditto61225405549514755 a { color: #3C5A99;} p.dittoTweet{background: #fff;padding: 10px 12px 10px 50px;margin: 0;min-height: 48px;color: #000;font-size: 18px !important;line-height: 22px;-moz-border-radius: 5px;-webkit-border-radius: 5px;} p.dittoTweet span.metadata {display: block;width: 100%;clear: both;margin-top: 8px;padding-top: 12px;height: 65px;} p.dittoTweet span.metadata span.author {line-height: 22px;color: #666;font-family: Arial, Helvetica, sans-serif;} .mainlink {font-family: Arial, Helvetica, sans-serif;font-size: 26px;color: #1F98C7;text-decoration: none;} .mainlink: hover {color: #1F98C7;text-decoration: underline;} .tweet {font-size: 24px;} p.dittoTweet span.metadata span.author img {float: left; margin: 0px 7px 0px 0px;} p.dittoTweet a:hover {text-decoration: underline;} p.dittoTweet span.timestamp {font-size: 12px;display: block;color: #999;} p.dittoTweet span.timestamp a {color: #999;text-decoration: none;} [...]

  4. Ypulse Essentials: Facebook’s Like Button Turns 1, Game Advertising To Kids, American Apparel Finds Investors | Ypulse says:

    [...] The Facebook ‘Like’ button (is a year old today, and in honor of it’s birthday, Facebook released some stats about its success, including that more than 2.5 million websites integrate with the social net via the like button. There’s much debate how much a Facebook “like” is worth to a brand, and here’s a discussion about how much boost a brand can expect from social games. Btw, did we mention you can like Ypulse on Facebook?) (Inside Facebook) (SocialTimes) [...]

  5. Happy birthday “Me gusta” - Gizmodo ES - The gadgets weblog says:

    [...] funcionalidad es muy similar, si no la misma que su gemelo de facebook. – Yeray Alfageme [Inside Facebook] [...]

  6. The Social Layer and Your Website | Big Container Media says:

    [...] recently Facebook opened up their users’ data to web developers via the Open Graph. The Like button began appearing on popular and trendy website. You can even tag a product in your Facebook [...]

  7. Quora says:

    Which is better, the Google +1 button or the Facebook Like Button?…

    I think Like button Leads Because of the Following facts 1) Like Button is well established .While Google +1 is just introduced. 2)More than 2.5 million websites have integrated with Facebook.While +1 its just started 3)Whenever i like a site or page M…

  8. The Plus in Engagement and Behavioural Targeting says:

    [...] people take effort to amend their website’s code and display the “Like Button” in one million websites within a year of the product’s launch [which, of course, allows behavioural targerting] then Google could take one simple step to kill [...]

  9. יהונתן קלינגר | גוגל פלוס: זה לא הפרטיות, אלא מכירת מדיה. ‏ :: Intellect or Insanity‏ says:

    [...] יצטרכו מעט להתאמץ, לשנות את קוד האתר שלהם ולהציג את כפתור הלייק שלהם במיליון אתרים בתוך שנה מההשקה [שמאפשר, כמובן, לאסוף מידע התנהגותי גם כן] הרי שגוגל [...]

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