On March 5th, Facebook published a blog post titled “Making Page Likes More Meaningful.” In that blog, Facebook chalks out how and why they are going to remove certain inactive accounts next week from the like counts from its pages. This move is likely to result in a drop in likes for the page owners.
Facebook said that there are two main reasons why behind this bold move.
First of all, with this move, Facebook wants to improve business outcomes by offering “businesses up-to-date insights on the people who actively follow their page and make it easier for businesses to find people like their followers through tools like lookalike audiences.”
Secondly, they aim to achieve more consistent results based on the users’ experiences. They mention that they are already filtering out “likes and comments generated by deactivated or memorialized accounts from individual Page posts.”
With this move, Facebook plans to get rid of memorialized and deactivated accounts in order to help businesses better understand things that their followers care about by just looking at the audience data of their page.
The decrease in likes will commence on March 12th and will continue to roll over the next few weeks. Facebook is of the opinion that most pages will see only a small drop in their total number of likes. They explained “that these removed likes represent people who were already inactive on Facebook.”
Facebook further added that the Likes from profiles deemed to be considered “inactive” because the user hasn’t logged in for a while will continue to be counted. In the case any previously deactivated accounts are reactivated, the likes from those accounts will be re-added to the like count of a page.
At a time when all the social networks are trying hard to get rid of ‘fake’ followers and likes, this move from Facebook should not come as a surprise. This even might not impact your Facebook page much.
And in case you did not take shortcuts (you know what I mean) to increase your page likes drastically, then you do not have much to worry about.