Facebook pages have become incredibly valuable assets for businesses and influencers. With billions of active users on the platform, amassing a large following on a Facebook page can translate to massive marketing and monetization potential. This has led many page owners to wonder – can I sell my Facebook page and cash in on its value? Here is a comprehensive look at the ins and outs of buying and selling Facebook pages.
Is It Allowed to Buy or Sell Facebook Pages?
According to Facebook’s Terms of Service, users are not allowed to sell, transfer, or assign their accounts or any rights or obligations associated with their accounts to a third party without Facebook’s consent. This includes selling or transferring ownership of Facebook pages. So technically, the buying and selling of Facebook pages is prohibited by Facebook.
However, there is a thriving marketplace for buying and selling Facebook pages, with listings on sites like Flippa.com. So while against Facebook’s Terms, page sales happen regularly. But proceeding with these transactions does come with some risks.
Risks of Buying or Selling Facebook Pages
- Account termination – If Facebook discovers a page was sold, it may terminate the account completely.
- Loss of followers – Facebook may remove inauthentic followers gained through artificial means.
- Loss of assets – Ad accounts, creator studio access, and monetization features could be revoked.
- Legal issues – Financial and legal disputes over page ownership and earnings could arise.
These potential consequences should be carefully weighed before buying or selling a page.
What Happens When You Try to Sell a Facebook Page?
When a Facebook page owner attempts to sell their page, here is what typically happens:
- The page is listed for sale on a website like Flippa.
- Interested buyers browse listings and contact the seller with offers.
- Negotiations happen until a sale price is agreed upon.
- The buyer makes payment to the seller.
- The seller provides the buyer with login credentials and admin access to the page.
- Ownership and control of the page is handed over to the buyer.
This process circumvents Facebook’s Terms of Service, as the company itself is not involved in approving or facilitating the transaction. Ownership is simply transferred privately between parties.
Ways Ownership is Transferred
Since Facebook does not allow page sales, creative methods are used to hand over control:
- Sharing login credentials – The seller gives the buyer their login email and password.
- Making the buyer an admin – Admin role allows full control.
- Changing primary email – The seller changes the account email to the buyer’s email.
Each approach has risks, like disputes over who controls the account. Clear agreements are necessary.
What Factors Determine a Facebook Page’s Sale Price?
Facebook pages can sell for vastly different prices depending on these key factors:
Number of Followers
Pages with more followers tend to sell for higher prices, as follower count is a measure of reach and influence. Prices might be:
- 10,000+ followers – $500-$5,000
- 100,000+ followers – $5,000-$50,000
- 1,000,000+ followers – $50,000-$500,000+
Engagement Rate
Engagement measures how active and interested followers are. Better engagement commands higher prices. Industry benchmarks are:
- 0.5-2% engagement for 10-100k followers
- 2-4% for 100k-1M followers
- 5%+ for 1M+ followers
Content Quality
Pages with high-quality content and loyal, returning visitors are more valuable. Low-quality or spammy pages achieve lower sales prices.
Monetization and Revenue
Pages already generating ad revenue or income streams through e-commerce or affiliate sales have higher earning potential. Pages making hundreds or thousands per month sell for higher multiples.
Niche and Industry
Pages in lucrative or high-demand niches like beauty, fitness, cooking, pets, and parenting tend to command higher price tags.
Should You Buy or Sell Facebook Pages?
Here are some pros and cons to weigh when considering buying or selling a Facebook page:
Pros of Buying
- Gain an instant audience
- Shortcuts the growth process
- Monetization opportunities
- Turnkey asset purchased
Cons of Buying
- Risk of account termination
- No guarantee of retaining followers
- Less control over branding
- Followers may not match target audience
Pros of Selling
- Cashes in on your page’s value
- Fast way to recoup investment
- Reward for your growth efforts
- Exit strategy to free up time
Cons of Selling
- Lose audience you built up
- New owner may change direction
- Transfers of ownership violate ToS
- No Facebook support for sales
Other Rules Around Selling Facebook Pages
If selling a Facebook page, these additional guidelines apply:
- Don’t buy or sell pages on behalf of someone else
- Don’t buy pages to talent farm or resell
- Don’t use misleading marketing of follower numbers
- Disclose if followers were obtained through ads or incentivized means
- Remove any followers gained through artificial inflation prior to sale
Violating these rules can result in page termination and other enforcement actions by Facebook.
Alternatives to Buying or Selling Pages
Given the risks involved with buying and selling Facebook pages, here are some alternate options to consider:
Grow Your Own Page Organically
Avoid legal and policy issues by building your own audience through consistent quality content, social media marketing, and ad campaigns. This takes more time and work but is more sustainable.
Partner with Established Pages
Partner with pages that have audiences aligned with your niche to tap into their follower base, rather than acquiring the whole page.
Manage Pages for Clients
Offer social media management services to existing page owners rather than owning pages yourself. This provides access to audiences in a compliant way.
Sell Established Brand Accounts Legally
If selling a business with a recognized brand name, value of social media assets can be included in formal sale process per Facebook’s conditions.
Conclusion
Selling Facebook pages is tempting but risky. While transactions happen regularly, they violate Facebook’s policies and could result in account termination. Furthermore, buying pages does not guarantee retaining followers and engagement. For most, growing pages organically or through formal business sales is the safest long-term approach. But for those willing to take the risk, a thriving marketplace exists to buy and sell Facebook pages.