We all know that for some brands, success is measured in schoolyard terms by how many likes you have. However – late last year Instagram purged tens-of-thousands of inactive users, resulting in some very big brands seeing a massive drop in their number of likes overnight.
Now it seems that Facebook is set to do the same following a recent announcement:
“Over the coming weeks, Page admins should expect to see a small dip in the number of Page likes as a result of this update. It’s important to remember though that these removed likes represent people we were already inactive on Facebook.”
The purge will be most visible on those pages with large numbers of followers but very little engagement. This is normally as a result of likes having been bought to make a brand appear more popular than it actually is. So with the Panda Update exposing the cheats, the challenge for many brands will be to really work at creating genuine content that people will want to engage with. Don’t say you haven’t been warned!