Be prepared: Your Facebook Page Likes Might Drop Significantly

A Facebook Page Like “Clean-Up”


Facebook Announced that it's removing Page Likes by inactive accounts


If you are managing a Facebook Page, don’t panic if you notice a significant drop in your page likes in the next few weeks.

Facebook announced that it will be “making Page likes more meaningful” by updating the way Page likes are counted, and by removing “memorialized and voluntarily deactivated accounts” from the Pages’ like counts.  If later on a deactivated account is reactivated, that account will be automatically re-added to a Page’s like count.

To put it shortly, this means that all the Page likes that come from accounts that have been inactive for a long time will be removed, whether these are real accounts or so-called “fake fans”.

Although a drop in the number of Page likes may seem negative, this is really a positive thing, as the inactive likes were not following your page’s posts anyway.


Benefits of the cleanup according to Facebook:

  • Business results: By removing the inactive accounts from your Page likes, you will get more updated insights of your audience and it’s easier for businesses to find new fans and similar people through more accurate lookalike audiences.
  • Consistency: Facebook has already filters out likes and comments generated by deactivated or memorialized accounts from individual page posts, so this update keeps data consistent


So although the drop in the number of likes might be small or a significant one, do not worry. Quality wins over quantity, and having a more active audience means that your posts will be seen by the people who are the most important to your business and your engagement rate might end up going up!

The roll-out of the clean-up will begin in the 12th of March, and might take a few weeks to complete.


Read more about the cleanup here: