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Why the ‘Promote Page’ Button on Facebook is Toxic

May 27, 2014

Ryan Thogmartin is the CEO of DISRUPT Media | Follower of Christ | Husband | Father | Entrepreneur | Host of #DISRUPTu! and #FUNERALnationtv | Lover of Skittles DISRUPT Media is a social media content agency that focuses on storytelling for funeral companies. We use real stories to build creative strategies that achieve actual business goals.

Why the ‘Promote Page’ Button on Facebook is Toxic

Some funeral companies are spending upwards of $50 per day to acquire Facebook Page likes – what they don’t know is a majority of these are fake and they are wasting hundreds of dollars.

Below we discuss how to avoid paying for fake Facebook followers and how to acquire real targeted followers that will engage.

WARNING: Do not click the ‘Promote Page’ button. Below is a video that discusses the revenue Facebook is generating from fake likes that are a result of the ‘Promote Page’ button.

Lately, social media communities have been going back and fourth amongst themselves discussing the below video about Facebook Likes.

To clarify the problem this YouTuber has, it isn’t with the targeted ads but the “Get More Likes”/  ”Promote” option. That’s the one that looks like this –>Screen Shot 2014-02-11 at 14.37.45

His argument being that due to the overwhelming number of fake accounts and “Click Farms” that it’s more likely the Promote feature will be catching these accounts for Likes rather than genuine fans. What makes this worse is that engagement can potentially go down because having so many fake Likes can harm your News Feed rankings (previously Edgeranking).

Very quickly a counter-argument appeared after the video was released. Jon Loomer, a social media professional pointed out that the video’s views and statistics could be biased because the film maker purposefully advertised to countries that are a known problem for Click Farms. His view was that if you used Facebook advertising tools correctly then you could benefit enormously.

So who do we agree with on this? Well, both actually. It has to be argued that Facebook is receiving revenue through the “Promote” button and some unfortunate people are only getting fake Likes for their money. On the other hand there are ways to avoid this.

Related Article: Why Every Funeral Home Should Spend At Least a Dollar a Day On Facebook Ads

Here’s what our very own CEO Ryan Thogmartin had to say on the topic:

“The only way to increase likes on a rapid scale is through Facebook ads – the clients who have given us ads budgets are seeing a huge increase in reach and engagement. The problem isn’t Facebook ads – the problem is the ‘Promote a Page’ option that gives you a guaranteed number of likes per dollar spend. “


All that is required to use Facebook advertising successfully is to do your research. Spend the time learning this stuff and keep up-to-date on the latest Facebook changes. And what do you do when you just don’t have the time or the knowledge for that? Hire someone who can. Your money is better spent bringing in an expert than throwing it down a drain, bringing in fake Likes.

Not sure where to begin with Facebook ad management? Download our Facebook Advertising Guide

Interested in discussing a strategic social media plan for your funeral home? Fill out the contact form here: or email [email protected]