Did you notice a decrease in your Facebook page likes total count?
Its probably because of Facebook’s new Like count update. Facebook will remove any inactive users from your page in effort of making page likes more meaningful. Claiming that this will help business have clear data of their followers gives businesses up-to-date insights on the people who actively follow their Page.
I certainly agree it will give more clear data mostly accurate as well. But, the question here is will Facebook eliminate these inactive users from your targeted audiences? I mean, some of these inactive users businesses probably acquired them using Ads (which means businesses paid for followers that was later removed by Facebook for being inactive), the answer is Yes! Facebook will actually remove the likes from inactive users – not just users inactive on your page – once these accounts are reactivated, the page’s likes count will be added to your page.
From Facebook’s blog post
Going forward, any accounts that are voluntarily deactivated or memorialized will be removed from a Page’s like count. If a deactivated account is reactivated, the account will be re-added to a Page’s like count.
So what does this mean for brands?
It certainly means more clear and up-to-date data. But, that should take us to a really important debate; should brands pay for direct CPF (cost per follow) campaigns to acquire followers only? or should they acquire followers indirectly by CPE (Cost per engagement) engagement campaigns?
I mean, why would you need followers (who might turn out to be inactive and be removed from you likes count after all) while you can simply pay for engagement (people who are actively engaging with your ad).
CPE based campaigns are a lot cheaper than CPF campaigns, we’ve seen $0.3 CPE in Middle East markets like Saudi Arabia, UAE & even Egypt, while the average CPF is half a dollar.
What I’m basically saying is your brand followers size is not what matters, you can still reach people who are not following your brand through an engagement campaign, and that’s really meaningful.
Also published on Medium.