Friday, March 6th, 2015 | 2 min read
Facebook announced that it’s updating the way Page likes are counted by removing voluntarily deactivated and memorialized accounts from Pages’ total like count. As a result brands may see a small drop in their total Page likes in the coming weeks, but there’s no need to panic.
In fact, this will probably benefit your brand in several ways. Here’s why:
Brands will now have a better sense of how many active, engaged accounts belong to their audience on Facebook, and that’s the number that really matters. This also ensures that insights derived from audience profile data when creating targeted ads or optimizing your strategy are based on active users and not skewed by inactive accounts.
Also, as Facebook points out in their blog post linked to above, they already filter out likes and comments generated by deactivated or memorialized accounts from individual Page posts, so this update keeps data consistent.
And don’t worry; Facebook isn’t taking away your hard-earned Page likes permanently. If a deactivated account is reactivated, any Page likes associated with it will be restored.
We believe brands may see an increase in organic reach as a result of this update – as inactive accounts are removed from Pages’ total like, count engagement rates should go up.
If we assume that audience engagement rate/percentage matters in terms of the likelihood of a post to appear in News Feed, then this change could increase your engagement rate, which could boost your organic reach, which is big priority for brands.
We believe this update is a positive step forward for brands who rely on Facebook data to make strategic decisions about how they market on the platform.
What about you; how do you feel about this announcement? Are there other ways you expect it to impact how brands and users experience Facebook?