A new removal of millions of “likes” has been noted in the : a purge of Facebook that has eliminated a large volume of likes from company pages, apparently for no reason and without giving a single explanation.
The number of likes on Facebook pages falls by millions
If you have seen a precipitous decline in the number of followers on Facebook, perhaps this is the reason: the new Facebook purge that has removed millions of likes It was produced between February 24 and 25, and millions of pages have seen their numbers drop.
Despite the fact that the social media giant has not yet given any official information about it, it is thought that this action may be linked to a mass removal of fake accountsa problem with which Facebook has had to
These , whose figure has been calculated in more than 270 million profiles that are duplicated or have been spoofed, have represented a heavy blow in the number of likes for business pages on the social network.
The possible purge of Facebook
To get a better perspective of the impact that the Facebook purge has had on the metrics of some of the main commercial pages, it is only necessary to review with the social media expert the statistics that he has found, and published on Medium.
An extremely strange case has been that of the Coca Cola page. The well-known brand lost 340,000 likes not only for a couple of days, but throughout the month of February.
In fact, on the 19th the loss of likes reached the surprising figure of 192,000, while on the 18th it received 137,000 likes, and despite the fact that we are talking about one of the most famous brands in the entire world, this is still quite abnormal activity on the social network. Compared to Coca Cola, Pepsi lost about 68,000 likes, however, it must be taken into account that his page has less than half the “likes” that Coca Cola has.
For example, the Facebook page of BBC News, one of the largest news outlets on the social network, lost between February 24 and 25 around 68,000 likesa large amount despite the fact that this figure represents less than .01% of their page likes, and especially if we take into account that in the previous days the page gained “likes”.
Another example of media pages that have lost “likes” is The New York Times, which generally increases the number of likes by 1,000 daily, and during the purge their number decreased by 7,900.
And not only the media pages have suffered this loss. NASA’s Facebook page lost about 13,400 likes during the couple of days last February.
What really matters is the level of participation
Despite these incredibly high numbers, losing likes during a Facebook purge is not a cause for alarm. We need to be aware that while the metrics go down, these fake accounts that have been removed are probably not engaging with the content.
the best is always focus on the engagement rate and not the number of likes that has a page, and if they start to drop organically, you will have to change tactics. One example is that CNN’s Facebook page lost 26,000 likes during the Facebook purge, yet its engagement rate remained unchanged.
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