17 Mar Facebook Rolls Out A More Realistic View of Your Fans
Have you seen a decrease in your Facebook Business Page’s Likes? On Thursday March 12th, Facebook began removing memorialized and voluntarily deactivated accounts from Business Pages’ Like counts. When the announcement was first made, many users feared they would be losing friends or people that hadn’t interacted with their Facebook account in a while. Individual users don’t need to fear, though, because this is not the case! The change only applies to Business Pages, not personal users. Businesses may see a decrease in their Page Likes, not friends, as Facebook removes accounts that are no longer active. Facebook defines an inactive account as a user who has died or who has permanently deactivated their Timeline. Although a Business Page may have Likes from users who rarely log in or interact with the Page, this doesn’t necessarily mean Facebook will be removing them.
What does this mean? Facebook explains two primary benefits of removing inactive account Likes from a Business Page. The first is that Page owners will get better results. The removal of inactive accounts means your insights into the users who actively follow your Page will be more accurate. This change will also help align your lookalike audience more closely with your current active followers. This means your ads will be more accurately targeted to users most likely to engage with your message. Second, Facebook already filters Likes and comments generated by deactivated or memorialized accounts out from individual Page posts. So this change will now keep data consistent.
Over the next few weeks, Business Page managers should expect to see a small decrease in the number of Likes on their Pages. Although this may seem like a negative, it will be a boon for social media marketers in the long run. The inactive accounts now being removed were already inactive on Facebook, and thus weren’t contributing to the results of Business Pages in any meaningful way. If ever an inactive account becomes active again, its Likes will be added back to affected Pages’ Like counts. Facebook concluded its announcement with a hopeful message: “Everyone benefits from meaningful information on Facebook. It’s our hope that this update makes Pages even more valuable for businesses.” If you have any questions, please contact firstname.lastname@example.org.