Facebook page owners are being warned that they might see a drop in the total number of likes their pages have.
It is because deactivated and memorialised accounts are being removed in order to make audience data more meaningful.
Facebook say there are two main benefits to taking these out of pages’ like counts.
The first is to provide businesses with the most up-to-date insights on the people who actively follow their page. This will help them to find more people like their followers when using tools like lookalike audiences in Facebook Ads.
The other is for consistency. Likes and comments on individual page posts from these deactivated or memorialised accounts are already removed so it makes sense to take them out of the page likes total.
The cull is rumoured to begin sometime this week, and page admins can expect to see a small dip in the total number of page likes as a result. While it is unlikely to have a huge impact on anyone, it could actually be helpful for producing more accurate insights into page engagement rates.
Going forward deactivated or memorialised accounts will be automatically removed and if a deactivated account is reactivated the page like will be re-added.