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Can't Buy Me Likes: How Paying To Promote Pages On Facebook Might Actually Hurt You

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Can't Buy Me Likes: How Paying To Promote Pages On Facebook Might Actually Hurt You

In May of 2012, Mixmag published an article called "Are Top DJs Buying Facebook Fans?" which explored whether or not DJs like Skrillex, deadmau5 and David Guetta were buying Facebook likes.

The post centered around Facebook statistics that showed the majority of likes of big names in EDM culture were coming from an odd place - Mexico City. The general theory was that the likes were coming from click farms around Mexico City- not organically. This a practice that, according to Facebook, is not tolerated and that their fraud algorithms are designed to catch.

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A viable option would be to pay Facebook to promote your page through their channels, operating under the assumption that a legitimately paid for ad on Facebook will get your page in front of real Facebook users and not some click farm in a developing country.

It turns out that this is not always the case, as Veritasium, a virtual science channel on Youtube, has broken down in their new video. Essentially, based on their evidence, they have discovered that the majority of "likes" on "promoted pages" are also coming from click farms with virtually no engagement after the fact.

How does this hurt you? Well based on the new Facebook algorithm, any given post's reach is only as far as fans like, comment and share it. So, the majority of your page's "likes" are coming from a non-engaged user base, you'll have to pay again to promote a post to make sure it lands in front of real Facebook users who actually do have interest in your page.

Take a look. The video is nine minutes long, but there is some very interesting stuff here.

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