Most of business Facebook pages will experience a drop in its number of likes after the social network will implement some changes and updates over the next few weeks.
Facebook will remove the likes that were given either by memorialized (the accounts of individuals who have passed away) or deactivated accounts, in an effort to “make audience data even more meaningful for business”, according to a blog post issued by the company.
Facebook, which has more than 1,3 billion users worldwide. The company wants to nullify all the likes given by inactive accounts and to offer more accurate audience insights.
The purge will only apply to profiles that have been manually deactivated, while the likes from accounts that have been “dormant” for a long time will continue to count.
The change is expected to help businesses expand their reach, and to find more easily the people who are similar to their existing followers. It will not negatively affect the reach or activity of the pages who will lose likes.
Facebook adds that if a deactivated account will be reinstated, it will be reactivated, but it’s former likes will not be restored.
Facebook is marketing the change as a step towards more precise measurements for businesses. The company added that since the social network already filters out likes and comments generated by deactivated or memorialized accounts for individual posts, this change applies the same policy to likes for companies.
The change has not yet gone into effect, but a slight decrease of page likes is expected over the coming weeks. The change will swipe the entire social network gradually, while Facebook says that admins should not be too concerned about the dip in numbers.
“Everyone benefits from meaningful information on Facebook. It’s our hope that this update makes Pages even more valuable for businesses”, stated the company on its blog.
Businesses will find followers with tools such as lookalike audience, which allows the companies to search for new customers based on similarities between their accounts and those of the existing fans of the page.
The dip in page likes will be proportional to the number of fans. For a page with only a few hundreds of likes it could be a very small drop, but for larger pages, the effect will be more noticeable.
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