Read more about this on the BBC’s site at

A deeper dive into the demographics of these likes showed a disproportionate interest from countries like Egypt, Indonesia, and the Philippines, with minimal traction from major markets like the US and UK. Furthermore, many of these ‘likers’ had profiles that seemed to indiscriminately ‘like’ thousands of pages, raising questions about the authenticity of such engagements.

While Facebook defends its advertising model, this experiment underscores the need for brands to discern genuine engagement from mere numbers. With platforms like FanCircles, brands can ensure a more authentic and direct fan engagement, moving beyond the superficiality of mere ‘likes’ to cultivate genuine fan communities.