Facebook New Pages Design: Likes Removed?
Yes, Facebook has been testing a redesigned Pages experience that removes the prominent “Like� count from Page headers, shifting focus to “Followers� instead. This change, announced in 2021 and rolled out gradually, is part of a broader effort to make Pages feel more like personal profiles and less like marketing billboards.
Background: Why Facebook Is Changing Pages
Facebook’s classic Pages were built around the “Like� button, which let users show support and follow a Page’s updates. Over time, the metric became misleading: a Page could have millions of likes but very few actual followers who see its posts. Facebook’s algorithm changes also reduced organic reach, making the like count less meaningful. The redesign aims to simplify the experience, unify how Pages and profiles work, and encourage more authentic engagement. The company began testing the new layout in early 2021, and by mid-2021 it started rolling out to all users globally.
What the New Pages Design Looks Like
The redesigned Page removes the large “Like� button and the total like count from the top of the Page. Instead, you see a “Follow� button and a follower count. The layout is cleaner, with a larger cover photo, a circular profile picture, and a more prominent “About� section. The new design also separates a Page’s public content from its private activity, so admins can post as the Page or as themselves without mixing audiences. The goal is to make Pages behave more like personal profiles, which users are already familiar with.
How the Follow System Works Now
In the new design, “Followers� replace “Likes� as the primary metric. When someone follows a Page, they see its posts in their News Feed. The old “Like� button still exists but is less prominent—it’s now a secondary action, often hidden under a “More� menu. Existing likes are automatically converted to follows, so a Page that had 10,000 likes now shows 10,000 followers. However, the reverse is not true: someone can follow a Page without liking it, which means follower counts can be higher than the old like counts over time.
What This Means for Page Admins
For admins, the shift means focusing on follower growth rather than likes. The new Pages experience also introduces a unified inbox for messages, notifications, and comments, and a simpler way to switch between personal and Page profiles. Admins can still see insights, but the metrics now emphasize reach, engagement, and follower demographics. The change also affects advertising: ads can still target people who like or follow a Page, but the follow action is now the primary conversion event.
Common Misconceptions About the Change
- “My likes are being deleted.� No, likes are not deleted; they are converted to followers.
- “I can no longer like a Page.� You can still like a Page, but it’s less visible. Liking a Page automatically follows it, but you can also follow without liking.
- “The redesign is optional.� Facebook is gradually forcing all Pages to the new design; you can’t opt out permanently.
How to Adapt Your Page Strategy
- Update your Page’s profile and cover photos to fit the new layout (recommended size: 320×320 for profile, 820×312 for cover).
- Encourage followers to turn on notifications so they see your posts.
- Post consistently and engage with comments to boost reach.
- Use the new “Professional Mode� for creators, which offers additional features like a follower feed and cross-posting to Instagram.
Comparison: Old vs. New Pages
The old design had a distinct “Like� button, a like count, and a separate “Follow� button. The new design merges these into a single “Follow� action, with likes as an optional secondary action. The old design also had a “Call to Action� button that was more prominent; in the new design, it’s still there but less intrusive. The new design also removes the ability to see a Page’s “Likes� tab, which previously showed a list of people who liked the Page. Instead, you see a list of followers, but only if the Page has made that public.
Frequently Asked Questions
Will my Page lose its likes?
No, your likes are automatically converted to followers. The number may appear lower because the new design shows followers, not likes, but the total count remains the same.
Can I still see who liked my Page?
In the new design, you can see a list of followers, but not a separate list of people who liked your Page. The old “Likes� tab is gone.
Does the new design affect my ad targeting?
Yes, but not negatively. Ads can still target people who follow or like your Page. The follow action is now the primary conversion event for Page engagement ads.
How do I switch back to the old design?
Facebook does not offer an option to revert to the old Pages design. Once your Page is migrated, you must use the new experience.
Is the new design available for all Pages?
Facebook began rolling out the new Pages experience in 2021, and it’s now available to all users. Some legacy features may still be missing, but Facebook is gradually adding them.
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