IMPORTANT NOTICE: Why Your Facebook Page "Likes" Have Dropped!

As of March 12, 2015 Facebook has updated the way they measure how many people "Like" your Page. Pages may have seen a dramatic DECREASE in "Likes" as Facebook has removed likes from inactive Facebook accounts.


In addition to this change, Facebook has been making ongoing changes to how Pages gain “Organic Reach” (how many people you can reach for free on Facebook by posting to your Page). Organic Reach is critical to your Page's success. So PHANTOM POWER Marketing has compiled some answers to the most popular questions surrounding Facebook's new approach to determining your Organic Reach.

Organic Reach on Facebook: Your Questions Answered

Many Business Owners are concerned about declines in Organic Reach for their Facebook Pages. Organic Reach refers to how many people you can reach for free on Facebook by posting to your Page. This has been a pain point for many businesses, and we're committed to help you understand what’s driving this change so your business can succeed on Facebook.

Why is organic reach declining?

There are two main reasons:

1. Simple Fact: More and more content is being created and shared every day.

You’ve probably felt this change yourself. Just a few years ago, sharing important moments and experiences, articles you’ve read, and photos and videos of your loved ones was a relatively labor-intensive process. Today, thanks to devices like smartphones, many people can share this content with just a few swipes of the finger or taps of a button.

  • There is now far more content being made than there is time to absorb it. On average, there are 1,500 stories that could appear in a person’s News Feed each time they log onto Facebook. For people with lots of friends and Page likes, as many as 15,000 potential stories could appear any time they log on. As a result, competition in News Feed — the place on Facebook where people view content from their family and friends, as well as businesses — is increasing, and it’s becoming harder for any story to gain exposure in News Feed.

  • People are liking more Pages. The total number of Pages liked by the typical Facebook user grew more than 50% last year. With each new Page like, competition in News Feed increases even further.

2. How News Feed works: Rather than showing people all possible content, News Feed is designed to show each person on Facebook the content that’s most relevant to them.

Of the 1,500+ stories a person might see whenever they log onto Facebook, News Feed displays approximately 300. To choose which stories to show, News Feed ranks each possible story (from more to less important) by looking at thousands of factors relative to each person.

  • Over the past year, Facebook’s key changes to improve how News Feed chooses content include grading quality of content, cleaning up News Feed spam, and factoring in engagement.

  • And let’s not forget money. Facebook wants you to pay for your posts to reach Fans of your Page.

What does this mean as it relates to Page Performance and Insights?

Of all your Facebook Metrics, Engagement is key… you need your fans to interact with your posts to increase Engagement . Engagement increases Reach. With increased Reach, Engagement continues to rise… and so on…

What can you do?


2. Let your fans know what’s happening, and then invite those fans to sign up for your email list.

What should you say?

You can say something like this:

“According to AdAge, Facebook said, ‘We expect organic distribution of an individual page’s posts to gradually decline over time…” And a Facebook spokesperson said, “the best way to get your stuff seen if you’re a business is to pay for it.’ This means you may not receive my content anymore via the Facebook page because it doesn’t make sense for me to pay Facebook to send you [insert what you do here]. So, if you’d like to BE SURE you don’t miss out on all the great content we offer, you should hop on our email list.”

And then you should link to an opt-in page.

PHANTOM POWER Marketing, as always, stays abreast of the ever-evolving digital landscape, including Facebook. As clients you can be assured that best practices have been put in place to maximize all the content you have to offer via Facebook and all other Digital Platforms.


Please feel free to contact us with any additional questions or concerns.

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