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Facebook Kills “Like” Button In Page Redesign Test

New Page Update Simplifies Mobile UX For Users & Admins

Following the recent global rollout of Facebook’s new Page redesign, FB5, Techcrunch reports that Facebook is now testing a new design for Facebook Pages that will both minimise the Like count and button (see image above).

For brands included in the test, if your Page is eligible, you will see an option to opt in to try out the new experience when you’re logged in on mobile.

Facebook's latest design update forms part of a broader housekeeping project for Pages and general day-to-day Page management.

For some time, organisations have reached followers predominantly via the Facebook News Feed, rather than the timeline.

Likewise, customer service has shifted more towards Messenger in recent years, over the more public-facing elements of Facebook. Although trolls, “Karens” and other assorted irks still enjoy mixing it up on posts and ads.

Good times.

As a result of both COVID-19 and Facebook’s latest foray into ecommerce, suddenly Facebook Pages (and probably social profiles more broadly) are taking on a renewed element of importance. Hence the latest changes.

Better Mobile UX, Less Likes, More Followers

The new Page test sees a cleaner, more mobile-friendly Page layout, which makes it easier for visitors to a Page to see key information, like the Page’s bio and posts.

Handy for service updates, opening hours and other COVID related details.

According to Techcrunch, the latest design test also culls the Page Likes and the Like button, escalating the Follow button and Follows count in the user interface instead.

“This change better reflects the Page’s true reach. Many people have “Liked” various Pages over the years, but then unfollowed them from their News Feed as they outgrew their interest. (Or they unfollowed them because they were only liking the Page as a favour, after being sent a request, for example.)

The Follows count, meanwhile, indicates how many people are actually able to receive the Page’s update in their News Feed.”

With the well-documented decline in organic reach on Facebook in recent years, and Instagram’s slow organic reach puncture, the fact that marketers even still count Likes is surprising.

For further reading, if you still need it, Avinash Kaushik, one of the world's most respected digital marketers and a Google digital "Evangelist" literally blogged on this yesterday.

Given how easily social platforms remove these vanity metrics in the first place speaks volumes for how valuable they are. Outside of implied social proof, the real-world value is highly limited.

Streamlined Admin Workflow

Techcrunch claims the latest design tests will also usher in changes as to how Page admins experience and interact with content.

The latest tests make it easy to quickly switch between an admin’s personal Facebook profile and the public-facing Page(s) they manage if they need to comment or react to posts.

There is also an updated “Edit Access” screen, where owners can toggle on and off specific management tasks, like who can create Page content, send direct messages as the Page, create ads, respond to comments and more.

Admins should also find it easier to review and navigate on mobile the Page Insights section for reporting purposes, as well as gaining access to a handful of newly added insights. Including a new metric demonstrating the Page’s audience overlap with its connected Instagram account.

Although, while this is handy, the data within Page Insights is generally pretty limited.

Outside of Page Insights, there are several tools for Facebook, and Instagram, evaluation natively within Business Manager:

  1. Ads Manager
  2. Events Manager
  3. Ads Reporting
  4. Attribution
  5. Analytics
  6. Audience Insights
  7. Experiments
  8. Traffic Analysis Report

Almost all the above offer more useful data and insights than the standard Page Insights, most commonly used, so the value of the Page Insights design tweak is debatable.

Thankfully, as part of the test, Page admins will receive fewer notifications from their Pages, too, as Facebook will now combine related data, like mentions and post reactions when sending updates.

Facebook Pages As A Destination Once Again

With the recent launch of Facebook Shopping, Pages have become a big deal again.

Facebook Shops are customisable online storefronts, housed on a Facebook Page or Instagram, which allow users to browse and purchase items within the platform.

“Right now many small businesses are struggling, and with stores closing, more are looking to bring their business online. Our goal is to make shopping seamless and empower anyone from a small business owner to a global brand to use our apps to connect with customers.

That’s why we’re launching Facebook Shops and investing in features across our apps that inspire people to shop and make buying and selling online easier.”

While this sounds good in principle, in practice, the user interface for Pages leaves a lot to be desired, much like with Groups. Hence, seamless social sales experiences seem some way off yet with Facebook Pages.

For Page admins still struggling to get to grips with the recent FB5 design changes, buckle up, it’s likely to get worse before it gets better.

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