If you are seeing a decrease in your Facebook Page Likes, don't be alarmed. Facebook is in the process of removing memorialized and voluntarily deactivated accounts from Pages' like counts. This is expected to continue over the next few weeks.
• Memorialized account: When someone passes away, Facebook allows their loved ones to memorialize the account of the deceased. This means that the account is still accessible, but not editable. Images and posts made by the deceased will remain visible. In addition, the word "Remembering" will display next to their name.
• Voluntarily deactivated account: Sometimes Facebook can be a bit overwhelming and people might choose to break away from the platform for a while. Voluntarily deactivation will remove that person's like from your Page Like counter. If they choose to reactivate their account, their like will automatically be added again.
It's never easy to see a decrease in Page likes when you have worked so hard to try to get those numbers up. Rest assured however, it is not your fault and it will benefit you in the long run.
• Page owners will have up to date insights about those actively following them
• It will be easier and more effective to find lookalike audiences
• Data will be consistent. Facebook already filters out likes and comments generated by memorialized and deactivated accounts from Page posts.
What to expect:
You will probably see a slight dip in the number of Page likes. This might sound like a bad thing, but Facebook is merely cleaning up profiles that are already inactive. The fans that are left are actual active Facebook users who love your brand and who want to engage with your content.
Give your followers great content that they can share with their friends and regain those lost likes.