Who lost with Facebook’s recent update of Drops in Page Likes?

Facebook, similar to Google, is an ever-hungry platform of making digital marketing a better place, and off course it should be. By making frequent and consistent updates in their algorithms, Facebook tends to improve how its social media marketing platform can be used for businesses.

Around a month back, Facebook warned that a new algorithm is going to be rolled out for page like drops, as an effort to improve brand management. This can be seen on Facebook’s news page. The change is meant to remove likes from inactive people not using their accounts. You may also call it another way for facebook to push brands in spending more on its platform.

But one important consideration is that even though the inactive accounts are removed from page likes, once they get back on Facebook, pages would automatically replenish those missing likes. We are yet to see that happen to brands. This is what Facebook has to say on its news page:

Everyone benefits from meaningful information on Facebook. It’s our hope that this update makes Pages even more valuable for businesses.

I had been, since day one, very skeptical of people trying to buy page likes for a mere dollar. So if you are like a person heading out to Fiverr.com to buy “real” page likes of 3000 people for just $5, it takes no rocket science to consider why getting the same amount of likes on Facebook is more than 10 times expensive. You get fake, non-targeted likes once you try to buy them just for the purpose of impressing your audience. With Facebook marketing, your page will never get banned and only get relevant targeted audience having higher chances of conversions to your website.

The exact date wasn’t mentioned, but SEJ reports that the change took place on 11th March, 2015. While it is a nightmare for businesses to witness page likes right in the very front of their own eyes, Facebook assures that this measure was taken to make sure that each page has only real and genuine likes from active users.

On the morning of 11th March 2015, business owners and managers were shocked to see their page likes dropped, but the incomparable loss compared to celebrities, politicians and big brands is even shocking. Honestly speaking, the drop in likes for big names is a big hit for them as compared to small business owners.

Since it is never sure the exact likes before and after the algorithmic changes, folks at CrowdTingle did a great job by compiling a list of top brands and celebrities who have lost likes following the 11th March 2015 update. The following data is based upon tracking of nearly 80,000 pages since 11th March till a couple of days back. it is shocking to see that the average loss of likes was around 10%:

Top Celebrity Losers

  1. Rihanna: –7,986,973 (9.8%)
  2. Shakira: –6,855,640 (6.8%)
  3. Katy Perry: –5,632,634 (7.8%)
  4. Lady Gaga: –5,470,021 (8.9%)
  5. Michael Jackson: –5,063,200 (6.7%)
  6. Beyoncé: –4,937,853 (7.9%)
  7. Lil Wayne: –4,817,374 (9.3%)
  8. AKON: –4,615,180 (8.7%)
  9. Selena Gomez: –4,540,000 (8.0%)
  10. Avril Lavigne: –4,417,463 (8.3%)

Top Big Brand Losers

  1. YouTube: –5,796,122 (7.2%)
  2. Coca-Cola: –5,000,475 (5.6%)
  3. MTV: –4,064,977 (8.5%)
  4. Texas HoldEm Poker: –3,719,075 (5.5%)
  5. Disney: –3,467,508 (7.4%)
  6. Converse: –3,207,291 (8.5%)
  7. Red Bull: –3,197,328 (7.5%)
  8. Oreo: –2,621,539 (6.6%)
  9. Starbucks: –2,489,603 (7.0%)
  10. Skype: –2,430,956 (8.0%)

Youtube, Google’s own brand name was hit the most having over 5.7 million fake or inactive followers.

The data above provides interesting insights to page likes. But one point is important mentioning here that this isn’t likely considered to be a loss because these pages already have many more millions of page likes having real engagement. Not having likes from inactive accounts means that there is really nothing much to worry about. Having inactive likes with no engagement is the same thing as having no inactive likes? Sounds good?

Sound off your thoughts!