You may see your likes decrease in the coming days––and that’s a good thing. Facebook just announced that, starting March 12, they are removing likes to brand pages coming from memorialized and voluntarily deactivated accounts in an move to make page likes more meaningful. What does this mean for you?

Your page’s “like” count will decrease, as Facebook removes these inactive accounts.

Your page’s insights will be more consistent and more up-to-date, as the engagement rates and reach will only reflect real, active users.

Using the lookalike audience tool to target posts will be more accurate and effective.

This update falls in line with the filtering Facebook already does on individual posts, removing the comments and likes generated by deactivated or memorialized accounts.

All in all, it’s a positive move on Facebook’s end, always aiming for a better user––and ultimately, brand––experience.

In case these terms are unfamiliar, feel free to reach out to the social media team at ZOG, who will be happy to explain the changes in more detail.

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