For years, Facebook was the undisputed king for businesses seeking online engagement. Its massive user base offered unparalleled reach, connecting companies with billions globally. Sophisticated tools allowed precise audience targeting based on demographics, interests, and behaviors. Businesses effectively built brands, fostered communities through direct interaction in comments and groups, drove website traffic, and even handled customer service, often benefiting from significant organic visibility.
However, as time has passed, the landscape has dramatically shifted.
What’s Different About Facebook for Business Use?
Facebook's algorithms underwent significant changes, notably around 2018, explicitly prioritizing content from friends, family, and groups over public posts from businesses. The stated goal was meaningful social interactions, but the direct result was organic reach for business pages plummeting, often dropping from percentages like 8 percent down to under 3 percent or even lower.
Average organic reach now sits at a fraction of what it once was, estimated at around 2.2 percent or less in recent years. Reaching your audience reliably now necessitates paid advertising, firmly establishing Facebook as a pay-to-play environment where consistent ad spend is crucial.
Simultaneously, user behavior is evolving. Facebook's demographics are aging, with Millennials and Gen X being the largest segments, while teen usage has declined significantly. This is largely because platforms like TikTok and Instagram capture younger audiences more effectively. Users are increasingly spending time passively consuming video content, such as Reels and Stories, rather than engaging with traditional feed posts.
Many also experience platform fatigue due to information overload, privacy concerns, and the sheer volume of content. Consequently, average engagement rates for business posts are extremely low, often well below 0.1 percent, with link posts performing particularly poorly. Competition from the visually driven Instagram and engagement-heavy TikTok also fragments user attention and marketing budgets.
What Does This Mean for Your Business?
Facebook remains a powerful tool, primarily for its vast paid advertising reach and sophisticated targeting capabilities. Facebook Groups can still be effective for building dedicated communities. However, relying solely on free organic reach is no longer a viable strategy for most.
Success on Facebook today requires strategic investment in paid advertising, creating high-quality content tailored to current user habits, and integrating Facebook into a broader, diversified, multi-platform marketing approach. Reassess its role: it's now primarily a powerful paid channel and community hub, not the free organic engagement engine it once was.
Once You Attract Your Audience, You Need to Deliver
That’s where we can help. We’ll equip your business with the tools and technology it needs to efficiently manage its operations and deliver the value you promise to your clients.
Learn more about how we can help your business manage its essential IT tools and infrastructure by calling (604) 513-9428.
