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I am running a contest to increase likes. I logged in to see what my likes were and I had 192—a steady increase I watched all day. I switched from my business page to my personal page and back to my business page and my likes were suddenly at 90.

Does anyone know why this would happen?

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    can happen if suddenly people started unliking it for some reason :P – gopi1410 Nov 15 '12 at 19:29
  • Nowadays, Facebook are actively discouraging "like-baiting", "share-baiting", and "reaction-baiting" posts. – ale Jan 22 '18 at 18:19
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There is an official (but IMO extremely unconvincing - and somewhat dated) 'explanation' here:

Sudden drops in likes can be the result of accounts that are voluntarily deactivated or memorialized. These accounts will be removed from a Page's like count, which makes audience data even more meaningful for your business.

Learn more about ongoing updates to page like counts on our Facebook for Business Page: https://www.facebook.com/business/news/page-likes-update.

You can also follow these instructions to better understand where your Page unlikes came from: https://www.facebook.com/help/536056199791995/?ref=u2u.

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