Expect A Drop In Your Facebook Page Likes, But It Is Good News

Facebook is removing memorialized & voluntarily deactivated accounts from Pages’ like counts. While it may drop the likes count for brands, it isn't really bad news

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If you still get high by seeing the increasing Facebook likes for your brand/customer then this isn’t a good news for you. Facebook is going to change the way it is counting likes. But it isn’t a bad news for forward thinking brands and digital agencies who don’t equate social media marketing to Facebook.

According to Facebook, to make audience data even more meaningful for businesses, it is updating the way Page likes are counted by removing memorialized and voluntarily deactivated accounts from Pages’ like counts. This change will also ensure that data on Facebook is consistent and up-to-date. Following which Facebook states that over the coming weeks, Page admins can expect to see a small dip in their number of Page likes as a result of this update. “It’s important to remember, though, that these removed likes represent people who were already inactive on Facebook.”

Going forward, any accounts that are voluntarily deactivated or memorialized will be removed from a Page’s like count. If a deactivated account is reactivated, the account will be re-added to a Page’s like count.

Good news for brands

While it is not known what percentage of drop pages would see with this move, everyone benefits from the latest move by Facebook.

At its end, Facebook is already filtering out likes and comments generated by deactivated or memorialized accounts from individual Page posts. The latest update will not only keep data consistent but also allowing brands to have up-to-date insights on their pages’. “Removing inactive Facebook accounts from Page audience data gives businesses up-to-date insights on the people who actively follow their Page and makes it easier for businesses to find people like their followers through tools like lookalike audiences,” said Facebook.

Besides brands with an up-to-date insights for their pages will also enable better use of Facebook’s Custom Audiences tool, which lets them create an effective lookalike audience – a way to reach new people who are likely to be interested in your business because they’re similar to customers you care about.

Finally Facebook is getting serious to make the newsfeed meaningful for users and making its company pages effective for brands. Last year Facebook waged a war against eliminating Facebook likes and false pages. Illegitimately created accounts were deleted, and Likes gained from malware, compromised accounts, or deceived users were also removed, reported TC.

Removing fake Facebook likes was appreciated by all except the fake like selling companies. It was an effort by the network to enable trust in brands that they are not targeting to fake users on the platform. This revised way of counting likes might hit brands with a slight margin but they are good since those likes are anyway not adding any value to the brand’s audience on the network.